A study by the New York based Interactive Advertising Bureau (IAB) identified programmatic buying as the dominant trend of last year. The possibilities of the automated real-time trade of advertising were welcomed by many for the speed and innovation they brought to marketing while being mindful of issues like data control and transparency. But in 2016 the emphasis has shifted. This year’s number one key trend is cross-channel-tracking, while programmatic buying for new formats was rated second, with the cross-channel identification of target groups in third.
There are three different ways that vendors match consumers to their devices, cookies and other data. In the video above, Conversant’s SVP of Products Raju Malhotra breaks them down and shares which one drives the most precise, persistent anonymous connections.
In our white paper last month, we look at the five key issues that marketers need to be aware of to help them to connect with real people.