anthony white (liveintent): how can mobile and data overcome the cross device headache...
TRANSCRIPT
Connecting Brands to People
How Can Email Data Overcome the Cross-Device Challenge?
2LiveIntent | Connecting Brands to People
Anthony White – Director, Platform Development, LiveIntent
3LiveIntent | Connecting Brands to People
LiveIntent | Connecting Brands to People
Customer Amnesia
4
“Do I even know you?”
“It’s huge. People don’t realize how poor the cookie is in a mobile
world.”
5LiveIntent | Connecting Brands to People
Paul Mead, Chairman – VCCP Media
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“Good luck with that!”
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Direct Customer
Apps
Web Display
Gaming
Social
Mobile WebOn Demand
Media
People-based marketing has created a new
industry dialogue
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“People-based marketing represents an industry shift from targeting devices to connecting with the right people at the right time, with the right message. Rather than targeting ads to
devices based on cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity.”
Danielle Lee, Global VP, Partner Solutions, Spotify
What is People-Based Marketing?
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LiveIntent | Connecting Brands to People 10
YOUR DATA
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INSIGHT
Other players…
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The future of people-based marketing is:
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Open Collaborative Ubiquitous Self-Service
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Danielle Lee, Global VP, Partner Solutions, Spotify
What is People-Based Marketing (again)?
“People-based marketing represents an industry shift from targeting devices to connecting with the
right people at the right time, with the right message. Rather than targeting ads to devices based on
cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity.”
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Before ID Graphs
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ID Graphs
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The secret weapon?The email addressis at the core of every audience profile.
@
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People-based market foundations at scale
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3BMonthly Active Users
Globally
2.6BMonthly Active Users
Globally
1.85BMonthly Active Users
Globally
The secret weapon?The email addressis at the core of every audience profile.
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ID Graphs
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ID Graphs + Email
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ID Graphs + Email
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The Identity Graph
Apps Social
Web Display
On Demand Media
Gaming
Mobile Web
140MM
300MM
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Premium & Differentiated Content Experiences
24
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LiveIntent | Connecting Brands to People 26
The moral of the story
• Email data is the vital piece of data to enable cross-device marketing
• Invest in your email and CRM teams• Break down any silos between your CRM
and media teams…• …more on this to come
Thank You