Four pain points you’re probably feeling right now
Advertisers are definitely feeling the heat while navigating these challenges, especially around measurement and business and campaign strategy.
Symptom check: If you had to rate your pain on a scale of one-ten for the following; where would you land?
Pain #1: Data trapped in silos
The privacy revolution prevents DMPs, data aggregators, and traditional media platforms from collecting the signals ad networks need to effectively target ads. Marketers know they have to switch to first-party data for digital ads, but struggle because internal data is messy, siloed, and inaccessible.
Pain #2: Difficulty extracting useful insights
The death of third-party data means marketers can’t target individual users. Marketers struggle extracting actionable insights to create segments that achieve their business goals. If the audience is too narrow, then you might miss reaching those who are willing to buy. If the audience is too broad, then you’ll waste ad dollars on audiences who will never convert.
Pain #3: Low match rates / small audiences
Consumer privacy protections are breaking the infrastructure of traditional digital advertising. Reaching your target audiences through programmatic advertising by using digital IDs like cookies & MAIDs are failing, because third-party data is restricted, expired, or incomplete. As a result, addressable audiences and match rates are falling.
Pain #4: Incomplete measurement
Paid media marketers struggle justifying their budgets as they can’t accurately measure the impact of digital advertising across channels. Third-party cookies and pixels often misfire or expire before a conversion event can be measured. Transactions that happen in-store or completed later digitally are generally missed.
Intelligent growth starts with a better data foundation
A poor customer data foundation can be the greatest barrier to your growth. Incomplete & inaccurate customer profiles are the root cause for many underperforming campaigns.
Balancing ROI, personalization, and privacy requires paid media marketers to find a new operating model beyond third-party data reliance. And they need to do it now.
Advertisers rallying around unified customer data and associated processes using a customer data platform (CDP), like Amperity, are already experiencing a considerable amplification effect with first-party data as their fuel.
Here’s how else they’re winning with Amperity:
Matches made in heaven: Machine learning unifies all their online and offline data to create a unified view of every customer. So, if a customer has different email addresses, has moved, changed their last name, or is using a different handle, they’re able to bring it together.
More effective lists: The comprehensiveness of client’s profiles gives ad networks a huge data set to match against.
Stronger connections: Their ability to associate multiple identifiers and PII data helps them connect with customers on ad networks.
Smarter timing: Incorporating transactional data helps them suppress ads after a sale online, in-store, or even in a partner marketplace.
Better insights: Loyalty data helps them create valuable segments to reach their best customers to drive sales.
A brighter future: Predictive modeling helps create audience seeds for lookalike models based on the behavior of their best customers.