Modern advertising is just selective name-calling, which is why it’s so wonderfully primal. How is that? The only difference between the various marketing channels we think are so distinct is the names we use to address the target audience. How advertising works is effectively a call-and-response of names, with some mechanisms being far more efficient than others. So what are those names? In the direct-mail advertising world, it’s the postal address we affix to a piece of third-class mail. For example, if Bed Bath & Beyond wants to get my attention with one of its wonderful 20 percent off
Modern advertising is just selective name-calling, which is why it’s so wonderfully primal. How is that? The only difference between the various marketing channels we think are so distinct is the names we use to address the target audience. How advertising works is effectively a call-and-response of names, with some mechanisms being far more efficient than others. So what are those names? In the direct-mail advertising world, it’s the postal address we affix to a piece of third-class mail. For example, if Bed Bath & Beyond wants to get my attention with one of its wonderful 20 percent off coupons, it calls out: Antonio García Martínez 1 Clarence Place #13 San Francisco, CA 94107 If it wants to reach me on my mobile device, my name there is: 38400000-8cf0-11bd-b23e-10b96e40000d That’s my quasi-immutable device ID, broadcast hundreds of times a day on mobile ad exchanges. On my laptop, my name is this: 07J6yJPMB9juT0war.AWXGQnGPA1MCmThgb9wN4vL0Upg.BUUtWg.rg.FTN.0.AWUxZtUf This is the contents of the Facebook retargeting cookie, which is used to target ads to you based on your Web browsing. Though it may not be obvious, each of these keys is associated with a wealth of our personal behavior data: every website we’ve been to, many things we’ve bought in physical stores, and every app we’ve used and what we did there.* The longevity of these keys and their associated data is important, however. We move our physical address less often than we cle...
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Mobile - Desktop - Offline identity
How do we combine these?
