For years, digital marketing was obsessed with clicks, impressions, and cookies. Entire strategies were built around chasing devices—forgetting that behind every screen, there’s a person.

That tech-first mindset left something essential out: the relationship.

Today, that logic no longer works.

Marketing that ignores the human context simply stops performing.

Welcome to the world of People-Based Marketing—an approach that doesn’t just see numbers, but identities. A strategy that understands people move across screens, schedules, and channels—but remain one person.

So, what exactly is People-Based Marketing?

It’s not a tactic. It’s a mindset.

At its core, People-Based Marketing means we don’t segment devices—we segment people.

Instead of relying on cookies or IP addresses, it builds a unique, persistent, enriched profile for every user.

That allows brands to:

• Recognize the same person across apps, websites, emails, and connected TV

• Adapt messaging based on behavior, intent, and context

• Build stronger, more consistent, more relevant relationships over time

To make it real: you stop speaking to an anonymous browser, and start speaking to Paula—who searched your products from her phone, opened your email on her laptop, and watched your video on her Smart TV. And most importantly, you know when and how to speak to her again.

Why is it making a difference?

Because it responds to three critical truths of today’s digital world:

1. People don’t think in channels. They just live their digital lives. If your message isn’t consistent across social, landing pages, and video ads, the experience breaks.

2. Cookies are disappearing. With laws like GDPR, Brazil’s LGPD, and Mexico’s data regulations—plus Chrome’s cookie phaseout in 2025—the old tools are fading. The new standard? First-party data and sustainable relationships.

3. Real connections drive real results.

Deloitte Digital (2023) reports that campaigns focused on persistent identity generate up to 30% more engagement and 25% more conversions than broad audience approaches.

How does Revfy do it?

At Revfy, we don’t just talk about people in slogans.

We center them—from the tech architecture to the creative output.

Here’s how:

• Revfy IQ

Our proprietary system unifies identity across devices and channels—privacy-first, and fully traceable.

• Iterative creatives

Messaging adapts to real user behavior. What works for one person might not for another—so we learn with every impression.

• Smart activation with first-party data

We use real, owned advertiser data—not proxies—to build actionable profiles.

• Automation with context

We don’t just measure—we act. Our system optimizes content delivery for each person, in the exact moment it matters.

A real (and Latin) example

A cosmetics brand launches a product line designed for Latin American skin.

Instead of blasting a generic ad, we target women interested in self-care, who’ve already engaged with the brand and responded well to certain messages.

We tell a visual story about authenticity and diversity, and combine it with a personalized offer.

The result?

Higher conversion rate, stronger post-campaign engagement, and an increase in organic search for the product line.

Why does this matter now?

Because marketing is going back to its roots: understanding people.

Only now, it does so with the tools of the future.

People-Based Marketing isn’t a trend.

It’s an evolution—toward a more human, more precise, more sustainable model.

It’s no longer about shouting louder.

It’s about listening better.

About stopping the conversation with screens, and starting it with real people.

At Revfy, we’re already there.

Are you?