Often when discussing “identity” or “people-based” marketing, the tendency is to focus on brands using their first-party data to market to customers already in their database in media traditionally used for top-of-the-funnel campaigns.
But what value does identity have when it comes to those top-of-the-funnel campaigns, like new customer acquisition?
This week, we’re talking with Sabrina Gao of Dashlane about the role identity plays in new customer acquisition campaigns and how that translates to real revenue down the line.
LiveInterview: Jon Pipas, Capital One – LiveIntent
LiveInterview: Richard Foster, LiveRamp – LiveIntent