Why Identity is Key to Picking Up Pieces When Cookies Crumble

The story of 2020 is nearly complete. A year that brought unprecedented change has left marketers facing what could be an equally uncertain 2021. With additional challenges, such as the deprecation of the third-party cookie, marketers are now looking to future-proof their strategies with a renewed focus on consumer identity. No matter what changes the new year will bring, understanding identity insights is key to how marketers can ensure long-term success.

In this session, Zora Senat, VP of Partnerships at Infutor, and Kim Davis, Editorial Director at MarTech Today discuss:

• How recent events affect the known and unknown consumer universes
• Leveraging 1st, 2nd, and 3rd-party data to focus on your organization’s future consumer identity data strategy
• Re-energizing your efforts in first-party data building and identity resolution to improve marketing insights, activation, and measurement
• Finding new ways to maximize reach across channels and device