IDs are irrelevant. It’s the data that matters
Kristina Prokop, CEO and co-founder at Eyeota, takes a look at the marketing industry’s current obsession with identifiers.
It’s time to have a talk about the marketing industry’s current obsession with identifiers. After more than a decade of obsessive audience-based targeting, our industry has become spooked by the seemingly never-ending stream of news around new privacy regulations and deprecation of widely used identifiers, all of which have significant implications for how marketers target and attribute their ad dollars.
The concern is understandable. But the reaction— an almost-frantic search for new identifiers to replace old ones that are disappearing — is misguided.
Identifiers are transitory — and they always will be. No one knows exactly where this industry will be five to 10 years from now, so banking on specific platforms and identifiers as long-term plays right now is a fool’s errand. Identifiers are merely a mechanism through which we exchange data. What truly matters is not the identifiers themselves, but the data behind them —and the audiences defined by that data.
Moving Beyond Identifiers
Eyeota is a data transformation company serving the global enterprise. Leading brands, publishers and data companies leverage Eyeota to onboard, enrich, and activate their data assets across global markets and digital geographies. As the world’s largest data onboarding and audience intelligence firm, Eyeota brings a depth of experience in adapting data strategies to be consumer-friendly, addressable and scalable in omnichannel environments.
