AI-driven identity resolution is used to bring multiple identities. Together from different touchpoints. Organizations are increasingly willing to develop this identity resolution. need to be more intensively and personally involved in the retrieval of consumer information. It is essential to gain. Platforms in-house. For example, they integrate data from different channels, create an unambiguous customer profile and determine the consumer identity.
Monopolies in the making
But this doesn’t mean the end of online behavioral tracking . While Google has announced that it will not build alternatives to track individual data, it has launched a new initiative called the ” Privacy Sandbox “. Based on browsing history, the search engine monitors online activity and places users VP Risk Email Lists with similar interests and behavior in a particular group. The advantage is that there are no more cookies that identify individuals. While in the meantime organizations can still offer relevant advertisements. Time will tell whether this solution actually guarantees online privacy. While organizations cannot identify users, Google can. As a result, Google strengthens its position in the advertising market.
There are also other major players in the advertising market with massive amounts of first-party data, such as Apple and Amazon. For example, Apple owns some of the world’s most complete user profiles, including biometric and fitness data via the Apple Watch. The move to advertising is not an if, but a when.
The future of digital marketing
Digital marketing is on the cusp of change. Organizations need to be more intensively and personally involved in the retrieval of consumer information. It is essential to gain consumer trust by securely handling their data and delivering seamless omnichannel customer experiences. With the aim of creating loyal customers.