A Connected Approach to the Disconnected Identity Ecosystem

20 May 2022

Companies

Responsible marketing builds trustworthy advertising processes. Advertisers must respond to the ever-changing privacy-first digital market. From a focus on first-party data and responsible marketing to major industry changes, cookie elimination, and disrupted digital advertising, taking a balanced approach is key to a successful, connected experience.

While there are many promising potential solutions, there remains no clear winner. Ultimately, people want more data privacy and transparency. And while advertisers recognize that need for change, the impact of privacy-related disruption on reach and effectiveness is a daunting reality.

Kinesso’s study examines the emerging trends, challenges and solutions for tackling identity, and presents five options for brands to respond to changes to digital advertising, first-party data, and data privacy.

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Collective Intelligence works closely with strategists, planners, creatives, media and engagement professionals, delivering research and thought leadership that helps IPG and its agency partners put creativity and human connections at the center of their work.

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