Data onboarding is not a new topic. It has been a marketing concept that has been used by brands and companies that want to find and target customers in an online environment across multiple devices and channels.

Re-onboarding ensures the most accurate view of a customer. Because consumer data is so dynamic, CRM databases are only up to date for a brief period of time. Once a customer changes their preference of brands, device, or even updates their email, what was once current information becomes dated and effectively incorrect.

With on-demand and streaming services churning out content to keep up with binge culture, advertisers are looking to shift budgets away from linear television and toward this accelerated streaming method. Brands know they can’t target consumers like they did back when there were only three major television networks.

For marketers and brands looking for an identity provider, we have gathered information on what you need to know and what you need to ask your potential identity provider.

Everyone is talking about, planning for and providing guidelines, rules, and industry ‘do’s and don’ts’ surrounding consumer data. In this article, we set out to provide actionable information to help you strengthen your consumer information and understand the importance identity plays within your CRM file.

Identity is not a nice to have – it’s a must have. Providers are touting “cookieless” tracking capabilities as the next generation of “identity” by using authenticated hashed emails, but are they?