While Google’s Privacy Sandbox remains a subject of industry skepticism, brands are resetting their expectations around first-party data. Next up on the list of solutions agencies are trying is alternative identifiers, such as UID 2.0, ID5, Lotame’s Panorama ID and dozens of others.
WPP Group’s digital and direct marketing agency Wunderman and its media-buying agency MEC have launched a joint venture called CHOREOGRAPH to address converging client demands in paid, earned and owned media. The proliferation of cross-channel marketing campaigns and the subsequent need to marry transactional, customer and demographic data with audience-level information drove CHOREOGRAPH’s creation. “Over […]
