3 min read Sam Tan, Xandr Integrating primary data and identity solutions at scale is critical for marketers that want to better connect with today’s multi-screen consumers, argues Xandr’s Sam Tan. Marketing and advertising professionals around the world have long been working to find more assertive solutions that offer greater transparency and efficiency at lower costs. In a highly disruptive environment – inclusive of rapidly evolving technology, regulations and consumption habits – it is not always possible to visualise the future of advertising clearly. What we do know is that today’s multi-screen consumers appreciate advertising when it is truly relevant, meaning it meets their needs or it makes sense based on the content they’re watching, reading or listening to.