64% of Marketers Expect to Drop Probabilistic Matching and Cookies: Viant Report

Cross-device identity matching is one foundation for people-based marketing, a buzzword that boils down to coordinating the marketing messages received by each person across all channels. This report from Viant, another cross-device identity expert, argues that people-based identities should be built from registration data rather than cookies and probabilistic matches. No prizes for guessing how Viant does it. Still, it’s interesting that Viant found 64% of marketers believe the industry will stop using probabilistic data to target advertising within the next two years. That would be a massive change, especially outside of the walled garden universes of Facebook, Google, and the like. Other interesting data here too.