“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Anush Prabhu, partner and chief channel planning and investment officer at Deutsch NY.
Almost every brand-related decision a consumer makes today is based on a complex string of devices and influencers. From being persuaded by ads when surfing the web, to researching on their mobile phones while shopping and seeking advice from friends when checking Facebook, each scenario, category and consumer’s decision-making string will vary.
Understanding that string is highly valuable to a marketer seeking to connect with that consumer. It can enable brands to construct seamless and tailored stories, which are more effective at persuading the consumer, successfully and efficiently.
Today, we may be getting a step closer to understanding and, more importantly, acting on these decision-making strings. In what is to be the beginning of a movement toward using login data as an identifier for ad personalization, Facebook relaunched the Atlas Ad Server last week. Atlas will leverage Facebook login data to support a persistent tracking mechanism across devices. It brings a lens to the consumer with their multiple digital devices today, and could potentially illuminate social behavior and influencers in the near future. We can now have a singular perspective on our consumer’s journey, connect with them in multiple scenarios and learn as they traverse through their devices.