15 Companies Unite to Address Cross-Channel Identity and Attribution

Jun 27, 2017

The Data & Marketing Association (DMA) announced the formation of the Structured Innovation Identity Council to address the growing challenge of cross-channel identity and attribution in marketing. The program brings together 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.

As mobile device usage continues to increase and consumer attention fragments from screen to screen, tracking the customer journey, online and off, is considered to be one of the biggest challenges of our time. DMA’s Identity Council bridges the gap by bringing diverse companies together to produce solutions that they may not have been able to develop themselves.

The DMA Structured Innovation Identity Council unites DMA members from across the entire marketing ecosystem.  With over a dozen companies collaborating and offering expertise on identity and attribution issues, the Identity Council represents an expansion of the successful Structured Innovation Program (SIP) launched by DMA in 2015. In the past, SIP has produced a set of common core tools designed to reduce the complexity of cross-device attribution, such as the Cross-Device Identification RFI Template. The program is expected to yield additional resources that will initially include:

  • Identity IQ – A one-stop education portal, including expert-led videos and case studies, with curriculum that employees at every level in an organization can easily consume and leverage.
  • Identity Vendor Assessment – A toolkit containing identity data definitions, use-cases, questions, data validation assessment techniques and easy-to-use checklists to improve buyer and seller alignment.