Expert: Why mobile brands need cohorts
There is a wealth of customer data in the digital space, both in mobile and desktop, but with more and more consumers opting out of data collection many brands are wondering what to do next. The answer could be as close as their own information about that consumer - and that is where cohorts come in.
Kristina: What are cohorts in the data space?
Todd Wooten, President & Founder, VRTCAL: Cohorts have been around for a long time because on the demand side the advertisers have placed consumers in cohorts through the availability of identifiers like cookies and device IDs. For example, specific consumers can be identified via device IDs as being in the cohort for those who have an interest in sporting goods with a purchase intent because they have shopped online for running shoes on an unrelated website. Moving forward, cohorts are being discussed as a way to offer "anonymous moments" at the level of the user with first-party, context and device data.