Few terms have achieved the rapid success that “people-based marketing” is enjoying. Today, this term is used in every corner of the martech landscape, even though it has only been in our lexicon for a few years. A successful people-based marketing strategy can drive powerful improvements in customer experiences, including better advertising, holistic attribution, personalization, and even security applications. But in order to get the most out of people-based marketing, brands, agencies, and enterprises must go beyond just using identifiers, such as cookies and mobile IDs, as proxies for actual people.
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Vice President, Marketing
Sr. Director of Product