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Every day the web is becoming more personal. Consumers expect that when they log on, the brands they interact with will know them in the same way that their Netflix account and their Spotify playlist does.
If brands are going to meet these heightened expectations, they’ll need to understand more than theoretical profiles or carefully honed audience segments. They’ll need to master the fundamentals of identity across the screens, devices, and platforms that make up our extended digital ecosystem. In short, they’ll need to figure out WTF is Identity?
In this report you’ll learn:
•What it takes to create a persistent individualized identity that crosses platforms and screens
•How brands and agencies risk becoming dependent on platforms to provide identity solutions
•Which regulations can limit brands’ ability to perfect identity
•How brands are leveraging their relationship with consumers to own and build their identity graphs
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