Identity is the backbone of multiple aspects of advertising, according to Frank Plähn, VP of Audience Products at smartclip, including onboarding data sets, measurement and frequency capping.
“Frequency capping also ties into the question of sustainability,” he adds, “because if we don’t manage to frequency cap effectively, we are exposing the same users to the exact same ads over and over again, and that leads to big amounts of media waste.”
In this interview, Plähn explores the future of identity, examines smartclip’s approach to ID orchestration, and argues that privacy should be seen as an opportunity rather than a liability. Filmed at DMEXCO 2024 in Cologne.
