Within most media planning, advertisers and agencies alike look to build addressability for target audiences across a range of relevant channels. 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.
Strategists from within leading agency groups such as Dentsu, GroupM and Publicis have long been asking for the ability to orchestrate 1st party data driven audience activation across search, social, programmatic & connected TV. Common use cases feature coordinated or sequential messaging within and across channels. The bridge between digital and TV across the first, second and third screen concept has been a figurative pipe dream for many brands with targeting being traded in unrelated currencies. The 'platform interoperability' provided by AUDIENCES enables brands to build equivalent and complimentary targeting strategies across DSPs and other publishing partners, immediately unifying channel and platform approaches.
9 in 10 CMOs (91%) citing access to customer data as a competitive advantage but a near equal amount (89%) say it isn’t readily available
The industry continues to have an increasing appetite for connecting 1st party data to advertising with 9 in 10 CMOs (91%) citing access to customer data as a competitive advantage but a near equal amount (89%) say it isn’t readily available to them per The CMO Council research.
Interoperability across platforms enables advertisers to scale their 1st party driven data activities to significant effect. From being able to deterministically exclude existing customers from prospecting activity to building massive reach by powering the look-a-like algorithms at multiple DSPs to find potential new customers within their dominion. Delivering relevant messaging to prospects and customers across all touch points continues to be at the heart of consumer oriented organisations and this 'platform interoperability' goes further to realising this vision. Existing customers can now deterministically be addressed across platform with consistent and/or sequential communications.
"Our clients seek to build powerful 1st party data driven campaigns which hit reach, performance and customer experience objectives and delivering platform interoperability in activation has always been a priority."
Molly Peake, Head of Customer Success at AUDIENCES stated, "Our clients seek to build powerful 1st party data driven campaigns which hit reach, performance and customer experience objectives and delivering platform interoperability in activation has always been a priority. We see clients and their agencies continuing to push for further diversity in the media partners they use and sophistication to which orchestrate across channels."
Leading advertisers 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.