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Facebook And Google Dominate Cross-Channel Advertising

In a recent study conducted by the Relevancy Group, 401 marketing and advertising executives were surveyed across a collective of priorities in “madtech,” the marriage of marketing and advertising, according to a post on Salesforce.com's blog. 92% of respondents agreed that implementing people-based marketing is important, while 94% prioritized first the ability to identify an individual across channels and devices. This isn’t a coincidence. Marketers know that their audience is no longer limited to a single source of communication. "In order to truly succeed in people-based marketing, advertisers must recognize that this multi-channel user needs to be recognized across devices using opportunities like Facebook and Google login, as opposed to cookie-based targeting, if they truly want to get an accurate and valuable view of their customer," the post said.

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