Defining People-Based Advertising
For more than a decade now, marketers have relied on cookie-based modeling to link the same consumer across multiple devices. But in a world where 75% of cookies are deleted every month and two-thirds of IP-connected devices don’t accept cookies, this approach simply doesn’t work anymore.
People-based advertising arose from this cross-device challenge by providing brands with real, first-party data from actual people, allowing marketers to deliver personalized customer experiences across TV, digital, and print.
With insights like where your customer gets their morning coffee, what car they drive, and what TV shows they’re watching, people-based advertising helps brands connect with real people, across all of their devices.
Learn more about people-based advertising and get familiar with the key terms and acronyms used in the industry with Viant’s People-Based Advertising Glossary.