People-based marketing: What is it and why is it crucial to open web publishers' success?
Briefly

from The Drum5 months ago
"People-based marketing enables brands to bring their own first party data, such offline and online CRM data, and match it with a publisher's data..."
The Drumhttps://www.thedrum.com/open-mic/whats-the-deal-with-publishers-and-people-based-marketing
"Many scaled premium publishers and broadcasters have been striving for years to match these capabilities that the walled gardens enjoy, but it's only recently that they're starting to see this become a reality."
The Drumhttps://www.thedrum.com/open-mic/whats-the-deal-with-publishers-and-people-based-marketing
"A disproportionate amount of ad spend has been diverted to the walled gardens...63% of UK ad budgets went towards logged-in environments, despite the fact that users spend more of their time on the open web."
The Drumhttps://www.thedrum.com/open-mic/whats-the-deal-with-publishers-and-people-based-marketing
Read at The Drum
#people-based-marketing #digital-advertising #first-party-data #publishers #walled-gardens
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