Opinion 2020 is shaping up to be the year of people-based identity. Marketers are becoming increasingly engaged with trying to understand what this means to them, and how they should be incorporating a notion of identity into their business strategy. Across conferences this year, we’ve noticed heightened engagement from significant, game-changing brands - talking about identity on stage and running people-based marketing campaigns.

Digital marketing is such a minefield of misinformation that even the biggest brands (like the BBC and BMW) make mistakes. Don’t do what these six companies did!

Nowadays traditional marketing techniques aren’t working as well as they used to. And the online landscape can be difficult to figure out… even for huge, well-known brands like BMW, Mozilla, and the BBC.

For small businesses, it’s even harder. When you check out your competitors, it seems like they’re all killing it online. You search for your products and services in Google and it’s their stuff that pops up.

Adtech is riddled with fraud. It’s time that brands and publishers take control and rebuild trust in the digital advertising industry.

Trust is the foundation of every successful business organization, but you’d never know it by looking at the digital marketing industry. Customers are often told the internet is free, when in reality, they’ve been paying for it with their personal information. Their personal data is often collected (sometimes without their knowledge) and then utilized in the form of advertising.

It’s time for the industry to reverse this trend and create an ecosystem built on trust, transparency and choice.

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