What does digital exhaust fragmentation mean for relevance in consumer targeting?
Today, people’s digital exhaust is split across 5 major platforms and several other emerging platforms, so it’s getting more fragmented every day, in a way that each platform is ending up with only a small sliver of a person’s data. The amount of data that ends up trickling down to a brand, say for example a package goods company is so little that in my view, most brands will just not be able to acquire enough of a person’s data to achieve the level of relevance that person needs.
