One of the most important opportunities facing the marketing industry in recent years has been the move away from cookie-based advertising towards a people-based marketing approach, which offers a direct route to the consumer and avoids a world fraught with ad-blocking and bots.
Simply put, the movement towards people-based marketing means leveraging the power of Identity to deliver a seamless media experience for consumers. And although people-based marketing solves a range of problems for marketers and improves performance outcomes, the online marketing ecosystem is complex, and there are still a lot of questions left to be answered.
To that end, LiveIntent is proud to be one of ten premier DMA-member organizations participating in DMA’s Cross-Device ID (XDID) Structured Innovation Program, which is designed to make it easier for buyers and sellers to do business together with efficiency and confidence. The DMA will be presenting their initial findings at Advertising Week in NYC on September 26 during three sessions and then again at DMA’s &THEN live conference in LA, Oct. 16-18.
We recently spoke with DMA about the state of people-based marketing and where the industry is headed, covering topics ranging from changes in the client/agency onboarding process, to the role of second-party data, to the second coming of email.
You can read the full DMA interview here.
