Why identity and connectivity are critical for leveraging your data across the advertising ecosystem
Oct. 10, 2023 | By Daniella Harkins - LiveRamp
When we talk about identity, what we mean is enterprise identity. Every company needs to own its enterprise identity strategy and determine its own identity rules, including how to map different data points back to an individual or a household and how customer data matches are defined across different touchpoints (like email addresses, devices, and website activity).
Before you do anything with your data, you need an accurate view of every consumer, and you need to ensure that your identity rules are perpetuated consistently across the digital ecosystem.