What will “frictionless logins” mean for digital marketing?

If automatic biometric, device, and behavioral logins become as commonplace as social logins, marketers will have to up their game.

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From http://feeds.marketingland.com/~r/mktingland/~3/az8qCcW88ZE/will-frictionless-logins-mean-digital-marketing-179267

source https://jessicaevieblog.wordpress.com/2016/06/02/what-will-frictionless-logins-mean-for-digital-marketing/