One of the latest trends in advertising for 2017 will be linking the two worlds of data – known and unknown – for the benefit of better advertising. That’ll involve connecting personal identifiable information (PII) with anonymous behavioral data, which will in turn help marketers deliver relevant messages to consumers, and will also help brands better track the performance of their advertising campaigns. Data matching of this nature helps to build so-called “omni-channel” view of a consumer. PII data is still considered a pariah in the digital world for advertising and marketing firms, because of consumer privacy concerns. But marketers and advertisers are growing more bold in how and for what they use data to drive advertising results. The potential…