Strong advertising performance and reaching critical audiences across a growing number of channels are demanded of brands; however, many marketers lack the comprehensive audience insights necessary to effectively engage customers due to today’s fragmented data landscape.
Companies must find innovative methods to understand their audiences in order to provide individualized experiences that are catered to their interests and behaviors, especially as customers become more involved in determining how their information is gathered and used.
Presenting data collaboration, an essential tactic that companies should use to improve the efficacy of their advertising. Through data collaboration, publishers and marketers may work together to better understand, engage, and convert high-value audiences that might otherwise be unreachable by utilizing their first-party data. Smarter targeting and thorough performance analytics are two significant advantages that are essential for creating campaigns that have an impact.
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Targeting audiences more intelligently across touchpoints
In order to conduct targeted campaigns, marketers have historically depended on third-party signals for audience insights. Marketers are turning to first-party data techniques as old IDs become less viable. Nearly half of businesses hoping to cut costs on cookie-based activations intend to launch first-party data campaigns, according to Adobe research.
In a privacy-focused way, data collaboration enables brands to enhance their private first-party data and obtain deeper insights that offer a more comprehensive picture of important audiences. Advertisers can create highly customized campaigns that reach target audiences across a variety of touchpoints, including new and emerging audience-addressable channels like connected TV, commerce media, and digital audio, by utilizing these insights in conjunction with the knowledge and reach of their publisher partners.
To reach their high-value audience of “millennial men who buy long-distance running shoes,” for instance, a sports clothing company might collaborate with a sports streaming service to find out what kinds of content similar users watch. With the use of these data, the company could then use the streaming service to display running shoe advertisements to the appropriate audience on the appropriate channels.
In-depth performance data to maximize campaigns
Organizations can demonstrate the efficacy of campaigns and improve future engagement tactics by utilizing data collaboration, which provides them with extensive performance analytics from both publishers and advertisers.
Advertisers might, for instance, obtain cross-funnel performance data from publishers using measures like frequency, cost-per-click, reach, and impressions. For a more thorough, results-based measurement, they can be paired with their own audience and conversion information. Additionally, this enables publishers to show advertisers the worth of their media and exclusive insights in order to secure new or expanded relationship opportunities.
How to maximize the benefits of data collaboration
These days, connecting publications and brands usually calls for intricate systems with little capacity to safely interface with data warehouses, identity partners, or other preferred platforms. However, brands seek streamlined processes and integrated collaboration tools that don’t demand a lot of technical resources or maintenance.
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For this reason, we unveiled Adobe Real-Time CDP Collaboration, a brand-new product in the Real-Time CDP line that aids businesses in streamlining and growing data collaborations while maintaining privacy. First-party data collaboration procedures are “very important” to 71% of businesses when choosing a consumer data platform, according to Adobe research.
It was created specifically for publishers and marketers, allowing them to quickly compare audience information and determine where they overlap through an intuitive visual catalog. With on-demand dashboards and engagement data that display complete advertising performance and ROI, advertisers can then utilize those insights to inform and activate campaigns. The Adobe Real-Time CDP Collaboration’s first publisher partner was NBCUniversal. During the test, advertisers saw 90% lift, 10X better match rates, and 2X more efficient conversion than with traditional audience onboarding. Brands can safely leverage data and pre-existing audiences from their preferred sources using Real-Time CDP Collaboration’s adaptable, interoperable approach, all without transferring any underlying consumer data. For further in-depth measurement insights, they can also use their own audience and conversion data.
Brands and publishers may increase the value of their first-party data through strategic collaborations, promote steady and sustainable revenue development, and improve consumer interactions by adopting data collaboration. Click here to find out more about Adobe Real-Time CDP Collaboration.
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