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Devon Tighe

WPP Data Alliance, Africa

Is mobile ID the silver bullet for reaching and understanding consumers?

In other parts of the world, marketers are developing enduring customer profiles by connecting online behavior, (search, website visits, social activities, etc.) to offline behavior (purchase transactions, lifestyle interests, traditional media consumption, etc.). Common technique involves matching data collected via web cookies to PII. These profiles, in turn, can be used for action (i.e. online targeting) as well as insights. How can we achieve a comparable capability in mobile-first markets, such as those in sub-Saharan Africa? Can mobile ID's replace cookies and/or PII? What is possible and what is permissible?

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