Insights That Move Marketing Forward

In his article last month Tom Zawacki built the case for brands accelerating their 1st party data capabilities in the face of challenges across consumer privacy, customer engagement and marketing effectiveness.

A recent industry white paper & playbook from AUDIENCES partners Deloitte & Meta provide comprehensive frameworks that empower advertisers to build a first-party data strategy into their marketing mix.

Recent research from SimilarWeb (via Digital Information World) sees brands and their agencies embracing Snapchat, TikTok & Pinterest in the quest for reach and engagement with relevant audiences.

News broke last week of a lawsuit which pitted Saleforce against one it's former VPs of Product Management. The lawsuit relates to claims made at Salesforce's September 2022 Dreamforce conference that its new customer data platform “Genie” operates in “real time,” despite the technology not having real-time capabilities.

Leveraging 1st party customer data is an increasing priority for business-to-business (B2B) marketers, alongside their consumer oriented counterparts.

Increasingly brands are able to leverage data to create predictive and performance enhancing models through the use of artificial intelligence and machine learning. AUDIENCES provides the fast-track for activating these model outputs across the advertising eco-system enabling these powerful insights to inform media buying at scale.

Creating cross-channel strategies which leverage a range of partners and publishers within each channel is a core element within media planning. Advertisers and agencies increasingly looking to 1st party data to secure their growth and effectiveness objectives and interoperability across channels and partners a powerful capability.

AUDIENCES is not a data processor - This singular fact has enabled many leading brands find a security & privacy compliant solution for getting 1st party data to advertising

With the adoption of GDPR & CCPA compliance, businesses have made significant investments in collecting and managing marketing permissions across their various channels and activities. Respecting customer's consent to be marketed to is at the forefront of the modern data-driven marketer's mind.