The ability to serve and reach our audiences is a frustrating experience for all parties involved. I say this with experience as a data owner, and former publisher, with an understanding for the challenging dynamics today’s marketers are faced with. As a marketer, how do you gain a competitive advantage when you’re buying the same audiences as your competitor? As a data provider, how do you offer transparency and control in how other players are using your audience data? As a publisher, how can you engage in audience activation in a privacy-safe manner?
These questions made us curious, so we studied the issues for a year while testing the limitations of existing data activation methods – all while new privacy regulations were playing in the background. We found that the root of this problem is legacy workflows that don’t offer control and transparency for data providers. So, we built a new solution, Audience Encore. Here’s what we learned while building it:
- Better audience activation stars with empowering data providers
Marketers—this is important for you too. A prominent issue today is “data leakage” which occurs when data providers are required to broadly share segments outside of their databases, with little knowledge of how they are being used. Trust comes from security and security comes from boundaries. Audience Encore transacts on audience data without broadly sharing it to protect data providers.
- Empowering data providers brings publishers to the table
For publishers, the most valuable asset is their relationship with readers and shoppers. Without security in knowing how to keep their first party data private, publishers have rightfully been cautious in entering the audience activation market. When a data transaction system is designed with privacy in mind for data providers, it also opens the door for publishers to join in. Audience Encore allows publishers to activate first party audience data, and offers transparency with real-time reporting on those segments for all data owners on the platform.
- Bringing publishers and data providers to the same table benefits marketers
At the end of the day, media and audience data are two sides of the same coin—you need quality ad inventory as the vehicle for any audience activation. Bringing publishers and data providers together created efficiencies as well as new opportunities for publishers to step up as first party data providers. This offers even more opportunities for marketers to access unique audience data to reach their customers. Audience Encore is a unified platform with audiences in high value categories like Automotive, Healthcare, Retail, Financial Services, and Entertainment that can be activated our premium omnichannel inventory of nearly 1B users and thousands of advertisers.
2020 is here and it’s about time to usher in the new decade of automated workflows built with a modern foundation for the age of privacy, partnerships and premium.