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The Power of Context + Identity

Report
Users still value their data privacy, and understanding intent-plus-context makes for better marketing than identity data alone. How can marketers flex both contextual and identity data jointly for the best marketing outcomes?
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Summary

When Google killed their plans to go cookieless, a lot of marketers breathed a sigh of relief. If things had gone that way, billions of dollars of ad spend would’ve been lost globally. Publishers, for example, could’ve lost up to 60% of their Chrome revenue if cookies disappeared, far more than Google’s 5% target.

Yet even so, digital privacy laws continue to grow in the US and users are becoming increasingly protective of their own data.

Marketers are still facing signal loss, relying on first-party data and tried-and-true marketing plays (e.g. context) to fill in the gaps. And when it comes to context, AI tools are making it much easier to “listen” to context signals within both written and visual media.

What You'll Learn

Below, we’ll examine why context + identity data makes for better marketing than either tactic alone, and why now is the best time to start using a two-front marketing strategy like this one.

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