*This post originally appeared on Business Insider
The quest to “know your customer” has changed drastically. Before the internet, marketers would only have a person’s mailing address. Now they’re able to extract an incredible amount of data about their customers from their social media handles, IP addresses, and mobile device IDs.
In other words, customer anonymity is officially a thing of the past, and advertisers need to figure out what to do with all this information.
Tim Vanderhook, CEO of Viant (parent company of Vindico, Specific Media, Myspace, and Xumo) spoke about the future of advertising at Business Insider’s 2014 Ignition conference. He highlighted three challenges CMOs and their brands will face in 2015:
- Cross-device linkage and attribution
- Measuring the impact of digital on in-store sales
- Shifting from anonymity to identity
Watch Vanderhook’s presentation, “Moving Beyond Anonymity,” to learn more about what can either be the biggest threat to marketers — or their greatest opportunity.