Data deprecation and the demise of the third-party cookie continues to blur the lines between marketing and advertising. Going forward, the future of both hinges on how companies use zero-, first- and second-party data. That’s why customer data platforms (CDPs) can serve as the vital bridge connecting marketing and advertising data, audiences and activations.
Uncover the impact that this shared data approach can have on customer experiences and organizational efficiencies from SAS leaders Jonathan Moran, head of martech solutions marketing, and Predrag Ristic, digital sales lead. You’ll find out:
- Why leveraging shared audiences within a CDP elevates the customer experience by enhancing personalization and privacy
- How adtech applications—including media monetization, retail media networks and ad personalization—can be revolutionized by shared data
- What brands can do right now to optimize marketing and advertising strategies for maximum impact and ROI
