The marketing and media industry is shifting towards consolidation in identity management. Marketers are actively reducing the number of data partners and overlapping solutions while working towards a unified identity core. Some brands aim to find a single capable partner, while others seek complementary solutions. This reflects a maturing approach where companies understand the requirements of identity infrastructure providers better. They prioritize comprehensive coverage in identity management while recognizing the importance of composability, seeking partners with modular capabilities that fit into broader systems.
Companies across the marketing and media industry are rethinking identity management to consolidate their approaches, aiming to reduce data partners and overlapping solutions.
A more mature business approach drives clarity in evaluating identity infrastructure providers, focusing on capabilities and broader architecture integration.
#identity-management #marketing-strategy #data-consolidation #media-optimization #business-efficiency
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