We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections.
Here are five key insights to consider.
1. Build on trust with first-party data
Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules.
Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns.
“We’ve been preparing and leaning into educating our clients around the value of first-party data. These are very important and primary considerations in any of our campaigns.”
April Weeks, Basis Technologies
2. Align metrics with business goals
To demonstrate clear value, campaigns need to tie their outcomes to broader goals. Relying only on click-through rates or CPMs won’t cut it. Metrics that measure meaningful results, like driving sales or increasing customer retention, provide greater transparency than surface level data, like clicks or impressions.
A continuous feedback loop between targeting and measurement ensures campaigns can be refined to better align with business objectives. This feedback helps marketers understand who they are targeting and how those audiences are driving key business results. Shifting focus to metrics that resonate with stakeholders ensures that marketing efforts are evaluated based on their true contribution to the company’s objectives.
“The television industry has access to more data than ever before, and at Samsung Ads, our ACR technology helps us provide valuable insights about what content and ads are being viewed. This abundance of data enables us to support clients in aligning their campaigns with business objectives effectively.”
Justin Evans, Samsung Ads
3. Personalize experiences to boost engagement
Personalization drives stronger customer relationships by delivering tailored experiences to individual customer needs. Using data-driven insights to fine-tune offers and messaging makes interactions more relevant, strengthening brand loyalty. Combining behavioral, lifestyle, and transactional data provides a comprehensive understanding of the customer journey and ensures each touchpoint feels personal.
Testing and iterating on personalization strategies also helps identify which data and approaches yield the best results. Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes.
“Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don’t necessarily need to own all of it but have a clear rationale and strategy about where you’re using which data sets.”
Paul Frampton, CvE
4. Utilize advanced measurement tools for smarter decisions
Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts.
With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible.
“We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we’ve introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads.”
Luc Dumont, Madhive
5. Adapt quickly to stay competitive
The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities.
Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies.
“Falling behind is not really an option. There’s always a change in advertising and in data where there’s a new horizon. The people who stay close to that and innovate will always follow it.”
Amelia Waddington, Captify
Shaping the future
Building meaningful consumer connections requires advertisers to combine robust data strategies with flexibility and innovation. By focusing on these five considerations, marketers can adapt to today’s challenges while preparing for what’s ahead.
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Tapad's, part of Experian, SVP of Identity shows us how marketers might communicate seamlessly through emerging channels like voice, the smart home, and, yes, podcasts.In his relatively new role as senior vice president of identity at Tapad, a part of Experian, Ajit Thupil keeps a close eye on the evolution of marketing as it becomes more intent on using data and identity technology to track ROI. Here he sits with Chris Wood at Tapad’s New York offices to discuss the future of identity. (To capture the inventive atmosphere at this location, the room they chatted in was named after Leonardo da Vinci.) For Thupil, it all comes back to the customer, whether it’s a brand client or a consumer. Brands want measurability and customers demand a seamless experience across the many devices they use in a day. While consumers are understandably reticent about giving up personally identifiable information (PII), current identity solutions use anonymous data profiles to connect the dots at the individual or household level. Given the frequency that users switch devices, along with their tendency to share bigger screens like TVs, there’s no dearth of challenges for this “head of problem solving” to solve. Contact us today!
Joint solution will enhance accuracy and reach across North America, EMEA and APAC NEW YORK, April 17, 2019 /PRNewswire/ — Tapad, a global marketing technology company and leader in digital identity resolution solutions, today announced a new joint capability with Arm®Treasure DataTM , a leader in enterprise customer data management. The partnership combines The Tapad GraphTM technology with Arm Treasure Data's robust enterprise Customer Data Platform (CDP), enabling advertisers in the Arm Treasure Data marketplace to access Tapad's datasets. With the integration of Tapad's Graph and Arm Treasure Data's existing first party data, marketers will be able to deliver scalable, cross-device messaging with precision. In addition, marketers can benefit from anonymous customer journey analysis, audience expansion and online and offline attribution. Arm Treasure Data's APAC market customers will have access to expanded audience reach by leveraging Tapad's global, proprietary datasets. While Tapad will be able to extend its presence into the APAC region, tapping into Arm Treasure Data's existing footprint. "Combining Tapad's Graph with Arm Treasure Data's CDP will enable our customers to make holistic, data-driven decisions that increase ROI," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "In combining these two solutions, we can now offer advertisers the value of both technologies to optimize their marketing initiatives and create seamless experiences across multiple devices and channels." "The Tapad GraphTM is a trusted and established platform with a history of innovation," said Stephen Lee, Senior Director, Business Development, Arm Treasure Data. "Integrating Tapad's technology into the Arm Treasure Data CDP will allow for streamlined experiences across markets, achieving global scalable reach." For more information about The Tapad GraphTM, or to request a demo, visit our identity page. Contact us today! About Tapad Tapad, Inc. is a global marketing technology company and leader in digital identity resolution solutions. The Tapad GraphTM, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing for enhanced measurement, attribution, reach and ROI of marketing campaigns. The Tapad GraphTM enables marketers around the world to maximize campaign effectiveness and drive business results. Tapad is recognized across the industry for its innovation, growth and workplace culture, and has earned numerous awards, including the TMCnet Tech Culture Award. Based in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo, and is a wholly owned subsidiary of Telenor Group. About Treasure Data Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources – online, offline, IoT and device generated data – and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results.
Leading global marketing technology company, Tapad, a part of Experian, adopts The Trade Desk’s streamlined cookie ID into its identity resolution solutions to increase global cookie coverage across the internet April 03, 2019 09:00 AM Eastern Daylight Time LOS ANGELES & NEW YORK–(BUSINESS WIRE)–Global marketing technology company, Tapad, a part of Experian, has partnered with The Trade Desk to onboard The Trade Desk’s unified ID solution into its digital identity driven solutions. The Trade Desk’s unified ID solution is free for all parties spanning the digital advertising supply chain, including SSPs, DSPs, DMPs and data providers. With leading players onboarding the unified ID solution, such as Tapad, streamlined cookie syncs make ad viewing experiences better for consumers, increase match rates for all parties, and expand cookie coverage on a global-scale. Adoption of The Trade Desk’s global cookie footprint enables Tapad customers to benefit from greater precision and potentially higher performing digital marketing campaigns. “Digital identity resolution is key to improving digital marketing campaigns. Supporting The Trade Desk’s unified ID solution, in conjunction with our cross-device and identity resolution offerings, helps us and the entire open ecosystem,” said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. “It simplifies cookie syncing, and increases match rates among our partners; enabling our customers to improve marketing campaign performance.” “Identity is critical in the ecosystem and as a long-standing leader in the space, Tapad has shown a strong commitment to building digital identity resolution solutions that help marketers launch more effective campaigns on a global scale,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “We are thrilled for their participation and look forward to solving the digital identity narrative across the industry through this partnership. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.” About Tapad Tapad, Inc. is a global marketing technology company and leader in digital identity resolution solutions. The Tapad Graph™, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing for enhanced measurement, attribution, reach and ROI of marketing campaigns. The Tapad Graph™ enables marketers around the world to maximize campaign effectiveness and drive business results. Tapad is recognized across the industry for its innovation, growth and workplace culture, and has earned numerous awards, including the TMCnet Tech Culture Award. Based in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo, and is a wholly owned subsidiary of Telenor. About The Trade Desk, Inc. The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn. Contact us today!