Digital technology is changing marketing. It’s a fact DMA members experience every day. Members tell us they embrace the challenge, yet the incredibly complex solutions make it hard to generate a consistent return on innovation. Through Structured Innovation DMA has launched two programs where we are leveraging the Marketing Ecosystem to attract innovative solution providers willing and able to raise-the-bar for the benefit of the entire marketplace.
The Structured Innovation Identity Council is addressing the growing challenge of cross-channel identity and attribution in marketing. The program brings together top level marketers, agents and data professionals from the full spectrum of the advertising ecosystem to address common issues related to measuring and tracking consumer behavior and interaction.
Cross Device Identification (XDID) is critical to delivering more relevant customer experiences that engage today’s connected consumers. DMA is elevating the marketplace for advertisers, agencies, publishers and XDID solutions providers with the XDID program.