Brian Gleason, CEO, Seedtag
For more than two decades, digital advertising has relied on identity graphs, behavioral tracking and demographic modeling to target consumers. Precision meant knowing a user’s past behavior. Relevance meant predicting what they might do next based on what they had already done. Campaigns were designed around the “who” because that was the available toolset.
That model is now under pressure — not only because third-party identifiers are being used less, but because consumer expectations and media habits have shifted. Attempting to recreate yesterday’s precision with alternative identifiers misses the larger opportunity.
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