Sep
12
Marketers Need 'Identity Graphs,' but Are They as Accurate as Advertised?
Posted in: Uncategorized
Nearly everything is expected to become connected over the next decade. Kitchens. Cars. Watches. TVs. Wearables. Smartphones — the list can go on and on. Consumers already use at least six different connected devices each day, according to Nielsen.
But if marketers want to deliver a seamless experience to the same individual across different devices, they’ll likely need to understand, and use, identity graphs.
Identity graphs help marketers match multiple devices to the person who uses them. The question is whether they’re as accurate as often advertised.
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