... address the growing challenge of cross-channel identity and attribution in marketing.
The program brings together top level marketers, agents and data professionals across the full spectrum of the advertising ecosystem in a bid to address common issues related to measuring and tracking consumer behavior and interaction.
Addressing the Identity Council’s kick-off workshop Jacob Ciesielski, Vice President of Data Technology Solutions at FCB/SIX said: “We are now at a point where technology has surpassed our expectations as marketers.”
According to Mr Ciesielski, “Marketers are trying to leverage everything that is available to connect identities across platforms, create seamless user experiences, and personalize experiences.”
As mobile device usage continues to increase and consumer attention fragments from screen to screen, tracking the customer journey, online and off, is considered to be one of the biggest challenges of our time.
The DMA’s Identity Council bridges the gap by bringing diverse companies together to produce solutions that they may not have been able to develop themselves.
Read the original unabridged DMA article.