The anonymous gap is the disconnect between the fact that very large portions of marketing budgets are spent on acquisition and driving people to websites, while the majority of time and resources are spent focusing on known visitors such as customers, email subscribers, or others who somehow identified themselves. According to Adobe a full 98% of website visitors are anonymous: you don’t know who they are and you don’t really know much about them. Too often this anonymous audience, the largest digital marketing segment, is overlooked. We call this the Anonymous Gap. It’s a very costly oversight as it results in wasted advertising, missed opportunities, and lost revenue. Many people think that the changes in cookie policies and privacy laws is going to mean even larger anonymous audiences, definitely making this the biggest opportunity for future growth and monetization