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For email-based identity to work for digital advertising, it is NOT enough for you to simply collect email addresses.

If a visitor shares their email address with you but that person never returns to your site (so advertisers can recognize them and show them ads), that email address is useless for identity.

That’s why it’s so critical to focus on engaging your audience.

For example, forcing a user to give you an email so they can use a feature of your site, but not working to make sure they LIKE your site and come back, is a waste of time.

Identity isn’t just about getting an email address; it’s about building loyalty.

And it’s perfectly synced with your other goals for your business.

You want to increase the time your readers spent on
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