Today column is written by Ken Archer, vice president of product at Survata. While these longer-term trends get a lot of attention, 5G will impact marketers in serious ways before any implications from the aforementioned really take hold. With the widespread rollout of microcell infrastructure, the ability to target and measure based on postal code-level census demographics, as happens very effectively with traditional direct marketing, will skyrocket.
However, without these IPs, pairing probabilistic cross-device graphs with devices within a household based on common browsing patterns is undermined. And since IP addresses will also be considered personal information under the upcoming California Consumer Privacy Act, there additional motivation for advertisers to find another type of….