Data is going to be much more personal, like street surveys due to rise in PBM. Third party cookies being bottlenecked and virtually blocked have sent a wave of trickle data, possibly from logged in/online users. 200 million Americans [out of the estimated 1.2 billion], acquired in the purchase through Time Inc last year, are contributing to the satisfactory results. Ad tech firm Sinobi has teamed up with multiple PBM providers, to work better in obtaining content in a cookie-less world.
- People Based Marketing is becoming more and more popular in the digital world
- Third party cookies are losing popularity due to upcoming legislation, which limits their reach.
- People based marketing allows companies to target specific users, as opposed to cookies which just target an electronic signature.
“To paraphrase the late Sen. Everett Dirksen, a few hundred million here, a few hundred million there, and pretty soon you’re talking about a lot of people.”