Read all about it – programmatic email ad buying is the next big step in digital marketing and “might just help to solve the cross-device dilemma.”
In Liz Rowley’s recent article in AdExchanger, Remember the Titan: Email Marketing’s Programmatic Pivot, Dana Shank, Associate Director of Kraft, touts email as, “… a critical channel for us in terms of consumer engagement.”
But she’s not just talking about sending email.
The article highlights how LiveIntent is helping companies like Kraft to harness the power of hashed email addresses as a cross-device identifier. By targeting these hashed email addresses (a process known as CRM retargeting), brands like Kraft can provide customers with personalized experiences, no matter what the platform or device.
And this isn’t just a huge opportunity for brands. Premium publishers such as The New York Times, The Wall Street Journal, and Ad Age are also referenced as having tied hashed emails with pay gates to create and access audiences across other forms of paid media. Other companies like Reach Dynamics, Zeta, AdKnowledge, and Open X are also realizing the value of the hash, and are fellow players in the modern email-marketing field.
Email marketing is already the primary channel for direct response sales, so as technology continues to evolve and these gated exchanges become the norm, CRM retargeting will be a critical tool for brands and publishers.
As LiveIntent President, Dave Hendricks, explains, “The web is splitting into two camps: logged in and not logged in. And logged in is more valuable.”
Read the rest of the article here!
