Future-Proofing Your Identity Solution

The future of advertising demands a more open, flexible, and interoperable approach to identity. Industry and regulatory shifts have given rise to a new generation of identity solutions that aim to solve for the growing complexities of targeted advertising. Therefore, understanding what audience strategy to deploy requires a technology platform that is compatible with today’s leading identity providers.

As the access to third party data becomes more regulated, advertisers need to invest in technology that brings data-driven intelligence about their customers from multiple sources in a deduplicated but unified form. The right balance of proprietary and curated data solutions can help brands unify disparate data sources from digital and linear formats to surface data-driven actionable insights for building custom personas and lookalike audiences that can be activated and tested through contextual targeting to reach more incremental consumers.?

Advertisers can take this a step further with a converged panel strategy to inform a higher level of investment decision-making. By converging audience and consumer panels, advertisers can make decisions on how media should be divided between linear and digital.?

Keep reading to learn how a multi-panel analysis and hybrid-identity approach can create a future-proof identity strategy.