Advertisers are leveraging first party data for audience reach in media, driving effectiveness & efficiency. With strategies including lookalike, exclusion and targeting advertisers are seeing out-sized returns across channels such as search, social, programmatic and CTV. To support the advertising platforms in delivering highly effective media the platforms themselves are increasingly offering brands the opportunity to fuel their algorithms directly with transaction and customer data.
With many businesses operating on an omnichannel basis, serving customers across a range of on & offline channels, advertising platforms are endeavouring to ingest sales and customer data in a way which joins media to outcomes. Highest profile have been Meta, Google & Snap in providing conversion APIs or what have lovingly been termed 'CAPIs'. These APIs are enabling advertisers to provide both transaction and customer detail feeds, leading examples being:
Brands must address the omnichannel sales channel challenge by combining both web/pixel data with offline data feeds for complete representation of transactions. Further, privacy measures across browsers, namely Chrome & Safari, prevent tracking via third party cookies and in-app purchases requires transaction data to be uploaded via offline data feeds. Brands can not rely on pixels alone. Richer customer parameters should be pushed up alongside the transaction details, enabling advertising platforms to develop deeper approaches based on customer lifetime value, demographics and wider behavioural factors.
As the leading solution for delivering first party data to advertising and marketing platforms, AUDIENCES provides direct connections to 'CAPI' services, enabling advertisers to fuel their advertising activities with omnichannel data. Across verticals brands are seeing tangible uplift when feeding conversion data into these advertising services. Incremental ROAS gains are clearly stated alongside the wider audience targeting and reach generating activities.
Leading advertisers & publishers are already using AUDIENCES to accelerate activation of 1st party data across advertising with zero compromise to privacy or security.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data.