Most companies prioritize customer experience efforts, but few have mastered them. This report looks at ongoing customer experience challenges and highlights success with select elements.

To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

Advertisers are investing in products that help them accurately identify the audiences they plan to target. In recent years, a few ID consortiums launched to give advertisers an audience identification alternative to the Facebook-Google duopoly.

When it comes to ad targeting, many marketers look to cross-device strategies to better identify households or individuals—and an increasing number look to do both.