Addressability in digital advertising is largely driven by the concept of the match rate; the percentage of your 1st party data records found within an platform (DSP, clean room or similar). As advertisers and publishers accelerate their activation of 1st party data AUDIENCES has had a front row seat for how the industry achieves match rates and can share key learnings to drive success.
Bringing 1st party data to DSP is the key building block to launching any type of include, exclude or look-a-like activity. Our experience across verticals has uncovered deep insights into what to expect from the matching processes of 1st party data to DSPs, the pitfalls and the underlying opportunities to maximise addressability. A high-level summarised view of DSP match rates is shared below, with a set of blended results utilising Google & Meta as common platforms. We have utilised a broad basket of advertiser and publisher clients and partners to create this multi-vertical view.
AUDIENCES leverages direct 1-1 deterministic matches between 1st party data and DSP populations achieving match rates far in access of what can be attained with any sort of federated ID service (think RampID, ID5 or similar). This approach enables advertisers and publishers to benefit from the full power of their 1st party customer data without the match rate destructive filtering which might otherwise occur.
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A common area of interest from advertisers and publishers focuses on the role of the various 1st party data identifiers and how they can be used to match to DSP. Email address and telephone number continue to be the most prolific match keys to drive addressability across search, social, programmatic & CTV.
The primary consideration regarding match rates in all contexts (B2B or B2C) is persistence i.e. can this ID be reliably used over time to identify someone across platforms.We advise to upload multiple match-keys, starting with email address and telephone number and to use all available subject to consent.
Match rates for work vs. private email addresses are a key differentiator, for example work email addresses are less effective on LinkedIn and Meta but highly effective on Google and wider programmatic. Telephone number is an extremely powerful match key and we highly recommend it is prioritised in any 1st party data use case for several reasons:
Our teams work with a wide variety of advertisers and publishers as they accelerate the activation of 1st party data in advertising platforms would be happy to to share our latest insights directly with you and your teams.
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.