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Identity Graphs Can Fill The Hole In Marketers Sweet Tooth: TransUnions Kowalick Beet.TV [Video]

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Digital Marketing for Professionals

In the swiftly evolving arena of digital media and advertising, industry professionals are constantly grappling with the challenges of identity, data targeting, and analytics.

Ahead of speaking at Beet Retreat San Juan 2024, Kevin Kowalick, the VP Strategy for Media & Entertainment at TransUnion, says marketers, solving for cookie deprecation, are moving off a technology that was “never designed for what marketers have been using it for”.

“Cookie deprecation is taking off the blinders,” he says, highlighting the shift toward leveraging owned data, which he believes will lead to “better consumer experiences” and “positive marketing outcomes.”

With the complexity of connected TV (CTV) due to the ever-increasing number of streaming platforms, Kowalick underscores the significance of identity in navigating this fragmentation. “Without a comprehensive and cohesive view of the customer across all the different programming, a marketer won’t really know who they’re trying to reach,” he warns.

The role of identity extends beyond targeting; it’s crucial for advanced …

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