The cookie used to be the gold standard of tracking for digital marketing efforts. Move forward to smartphones and, although cookies are still useful, a cookie can’t track across devices. This is where you need data and–more importantly–the capability to market to people, not platforms. Our host Peggy Anne Salz catches up with Stefan Blumenthal, Country Manager DACH, and Sandra Stenzel, Data Consultant, at Zeotap, to discuss the rise of people-based marketing and how marketers can approach this opportunity in a privacy-friendly way. Stefan and Sandra tell us about Zeotap–a data platform that makes large-scale, deterministic data assets easily accessible to the digital advertising market–and share how Unilever uses people-based marketing to enhance and elevate digital marketing campaigns.
The Cookie Crumbles–And People-Based Marketing Explodes
2 min read
September 4, 2019, By Peggy Anne Salz