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ARTICLE

Five Questions to Viktor Zawadzki, Regional Manager DACH, Nordics, Central / Eastern Europe, MediaMath

March 20, 2017 — by Lauren Fritsky

This interview has been translated from an article on ExchangeWire.

1. Identity Management has become one of the new industry buzzwords, but what does that term exactly mean?

Identity Management is, in principle, a technology to effectively assign consumer identities to several devices and thus to get a holistic view of each individual consumer.

2. How can companies successfully use Identity Management for their marketing?

Identity Management is used by advertisers to provide consumers with a seamless, personalized brand experience across each contact point, maximizing their marketing impact.

This goal is not easy to achieve and requires a central technical platform in which an advertising company can cover the full marketing spectrum. This includes a media strategy, reporting, data processing, workflow and media and data acquisition, a smart identity management solution to ensure that campaigns are effective in every marketing channel and on any terminal.

3. Since Omni-Channel communication has now become the norm, how can a continuous data stream be created?

The basic prerequisite for efficient identity management is the existence of comprehensive insights about budget allocation, as well as the effect of each advertising ad. Particularly in the programmatic environment, where advertising is traded and displayed in real-time, within milliseconds, measurement and optimization are very complex, so making decisions about marketing budgets without a clear view of campaign success is a very difficult task.

Traditional metrics such as last-click attribution are not suitable for the use of Identity Management. Advertisers need a dynamic attribution model that takes into account different points of contact in the evaluation and allows for Omni-Channel marketing mix optimization. By deploying a unified technology that provides an integrated Data Management Platform (DMP) and a Demand Side Platform (DSP), advertisers can ensure that they can target 100 percent of their target audience, avoiding any data loss between different technology platforms.

4. And how can the advertising effect be maximized?

By analyzing existing data, advertisers can identify where and how advertisements need to be displayed for best results. With this knowledge, marketers can develop a setup in which all elements of a campaign work together. Each individual advertising contact should be part of an advertising sequence, which enables consumers to effortlessly connect channels and end devices to a catchy experience to provide a solid advertising message and to create an emotional storytelling tailored to the individual consumer.

5. What can a company achieve by using Identity Management?

That is the million-dollar question. With Identity Management, organizations can track data on responses to each purchased placement from all digital channels and merge them into their internal systems. Based on this, companies can use these data to predict future points of the customer journey and define them. The selection of the right platform is the prerequisite for the realization of this setup. This platform must not only work on a global infrastructure, offer open APIs (application programming interface), use smart machine learning, but also large volumes of media, as well as complex audience segmentation and ad media management,

Identity Management reduces the reliance on cookies and enables accurate Omni-Channel marketing. It must be taken into account, however, that identity management does not automatically trigger a revolution. In order to provide relevant, timely and responsive communication with consumers through marketing, companies are required to create a technical system that consolidates their Omni-Channel marketing requirements and makes the insights provided by Identity Management accessible to them. In addition, all relevant data must be made available in real-time for campaigns in order to control communication with consumers based on their interaction with advertising.