The article discusses how composable identity is transforming marketing strategies in response to fragmented user identities and evolving privacy regulations. With many e-commerce users remaining anonymous, brands struggle to establish a comprehensive view of their customers. A flexible identity framework is essential to ensure ongoing audience targeting, personalization, and measurement. The Chief Revenue Officer at Adstra highlights that effective identity resolution is crucial as each marketing channel has different identifiers. By utilizing enterprise identity platforms, brands can harmonize data types, though some legacy solutions may prove too rigid or costly to meet marketers' evolving needs.
Marketers are tasked with maintaining an omnichannel presence, and they're expected to deliver a consistent brand experience from one touchpoint to the next, said Lance Brothers, Chief Revenue Officer at Adstra.
By embracing a flexible and nimble approach to identity, brands can seamlessly integrate various identifiers and build unified customer views across all channels.
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