This post was created in partnership with Seedtag
Identity tracking has dominated digital marketing for two decades, but knowing a profile doesn’t mean understanding a real-time mindset.
During an ADWEEK House Cannes Lions panel co-hosted with Seedtag, industry leaders discussed how to look beyond static data points to capture the fleeting emotions, immediate motivations, and environmental context driving consumer decisions.
When play and cravings become real‑time signals
Interactive platforms offer behavioral signals that traditional media cannot match. Andrea Hopelain, general manager and SVP of global marketing at Electronic Arts (EA), explained that gaming environments provide deep clarity into consumer moods because “play is a language.”
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