Four Trends Driving the Future of Consumer Identity - Deepstash
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The Consumer is More Than a Participant

The Consumer is More Than a Participant

Through personalized data gathering companies hope to connect with their audience in more relevant ways. Due to the changes in consumer behavior, brands are shifting towards a conversation-based approach.

However, with the introduction of AI-based technologies comes the eagerness to automate consumer processes. Brands should be careful in using this approach because automating all processes can take away the dynamic and responsive aspects of marketing that consumers have come to value

6

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Navigating Consumer Identity Privacy

Brands need to take a proactive approach towards data privacy in order to avoid serious consequences. 

Identity and consumer privacy will continue to be a major theme across the industry therefore companies should combine data-driven identifiers with creative automation platforms so that they can set themselves for long-term success

5

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Cookie and Device ID Depreciation

Consumers have been standing up to demand more fairness and transparency for their privacy online. Browsers and device manufacturers have also been on the same page.

Companies should keep in mind that traditional use cases for third-party cookies won't simply disappear, but will instead evolve. 

By maxing out the value of first-party data to effectively personalize experiences for consumers, brands will be in better position to ride out these changes and evolve with the industry.

5

39 reads

Walled Garden vs. Open Web

The walled garden ecosystem is growing rapidly as big players such as Amazon anf Facebook erect walls to protect their data and assets. Walled garden are disruptive to the future of data-driven advertising because they block the gathering of data from any outside advertisers.

For publishers and marketers to survive this large-scale shift of content to closed ecosystems, companies need to improve their first-party data and bolster their direct relationships with consumers instead of relying on platforms such as Google and Facebook to connect them.

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