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.
Research from the World Federation of Advertisers revealed that almost three quarters (74%) of CMOs surveyed expect ‘data ethics’ to become more important in their roles over the next five years. “The approach being advocated is that data ethics isn’t just adhering to GDPR, CCPA or similar regular implementation but going beyond it; moving from a mindset of ‘data first’ to ‘people first’. It’s not about finding ways around restrictions, but accepting that the old ways are no longer sustainable.”
As brands increasingly look to activate 1st party data in advertising it has become essential to establish the 'add' and corresponding 'remove' data flows when creating and maintaining audiences at DSP:
Marketers and their agencies alike are accelerating the activation of 1st party data in advertising with AUDIENCES. Creating, building and updating segmented customer data are central automated capabilities of AUDIENCES and enable fast, effective and compliant activation. Customer profiles are added and removed by AUDIENCES from DSPs on-demand, based on the latest available enterprise data and the ability of the DSP to process the addition or removal request.
AUDIENCES is positioned to enable advertisers to leverage Google's latest product innovations in a privacy-first and security-safe manner. Today, leading brands are applying 1st party data to deliver exclusion, inclusion and look-a-like oriented campaigns at scale.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data