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How First-Party Data Is a Force for Reach and Scale

In this feature, Rob McLaughlin, founder of AUDIENCES, discusses the importance of interoperability when harnessing first-party data.

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AUDIENCES sketched across the legendary ExchangeWire Whiteboard

Ciaran O'Kane is joined at the legendary ExchangeWire whiteboard by Rob McLaughlin, founder and CEO of AUDIENCES, to discuss the power of first-party data.

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AUDIENCES’ Rob McLaughlin on Capitalising on First-Party Data and Prioritising Privacy

In this interview, Rob McLaughlin, founder and CEO of AUDIENCES takes a look at the competitive advantage first-party data can provide, expanding on how both advertisers and publishers can capitalise on it. He also discusses how marketers can ensure they are being privacy compliant, in a society increasingly preoccupied with privacy.

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Things have changed forever - Google Chrome, 3rd party cookies & modern marketing

After a long period of ambiguity and diversion Google yesterday announced that their browser Chrome will in fact continue to handle 3rd party cookies into the future. The industry and regulators on both sides of the Atlantic, the CMA & ICO in the UK specifically, broadly consulted and fed-back on Google's Privacy Sandbox. In turn Google has decided to adopt an approach which 'lets people make an informed choice that applies across their web browsing'.

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Conversion APIs - Time to fuel the algos with omnichannel data

Advertisers are leveraging first party data for audience reach in media, driving effectiveness & efficiency. With strategies including look-a-like, exclusion and targeting advertisers are seeing out-sized returns across channels such as search, social, programmatic and CTV. To support the advertising platforms in delivering highly effective media the platforms themselves are increasingly offering brands the opportunity to fuel their algorithms directly with transaction and customer data.

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Ad Fraud and 1st Party Data - The Forbes debacle & more

The industry has been rocked by the revelations exposed through the report from Adalytics, an ad quality firm, alleging the systematic misleading of advertisers by Forbes into believing they were buying media on Forbes.com when they were in fact buying media on a undisclosed and low quality ‘made for advertising’ (MFA) subdomain, www3.forbes.com.

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Strategic partnership accelerates activation for publishers across North America

AUDIENCES is excited to announce an exciting strategic partnership with Leverage Lab a U.S. leader is the provision of audience data infrastructure, connecting hundreds of customer data tools unique to our industry, that scales in the cloud, to provide optimised cost efficiency. Leverage Lab will offer capabilities from AUDIENCES to clients within their lightweight, cloud based audience data infrastructure platform and supported by our revenue solutions and services, purpose-built to monetise first party data for media.

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Google Cloud , AWS & Azure partnerships continue to strengthen

Advertisers and publishers are increasingly turning to their 1st party data as the source of customer identity, intelligence and fuel for addressability in advertising. With organisations leveraging cloud data technologies such as AWS, Microsoft Azure and Google Cloud Platform (GCP) there are more opportunities than ever to accelerate the activation of 1st party data. AUDIENCES is a long standing & trusted partner of AWS, Azure & GCP with clients across multiple verticals benefiting from the close working relationships and deep technical integrations.

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AUDIENCES closes investment round led by Haatch

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Match rates and the truth about identity in 1st party data

Addressability in digital advertising is largely driven by the concept of the match rate; the percentage of your 1st party data records found within an platform (DSP, clean room or similar). As advertisers and publishers accelerate their activation of 1st party data AUDIENCES has had a front row seat for how the industry achieves match rates and can share key learnings to drive success.

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InfoSum & AUDIENCES create industry leading integration & partnership

With advertisers and publishers facing the increasing need to establish addressability across advertising mediums, industry leaders AUDIENCES & InfoSum launch a ground breaking integration and wider partnership. As respective leaders in data security & privacy safe 1st party data onboarding and data clean rooms this announcement represents an industry, enabling organisations to seamlessly activate 1st party data across search, social, programmatic & connected TV (CTV).

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Addressable Advertising Accelerates with AI & ML

Advertisers and publishers are accelerating the rate at which they bring 1st party data to advertising and increasing the depth of intelligence which they can safely and securely leverage. As brands and media owners alike have gained confidence in their ability to select and connect customer data in a security and privacy safe manner to media platforms they have looked to the model outputs delivered through their use of artificial intelligence (AI) and machine learning (ML). This represents an exciting new phase for 1st party driven advertising with highly predictive and incisive intelligence being used at the sharp end of campaign delivery.

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Digital Markets Act (DMA) & the acceleration of 1st party data for media

Protecting consumer privacy and the handling of data continues to be a defining factor in modern marketing on both sides of the Atlantic. With the adoption of the EU's Digital Markets Act (DMA) brands/advertisers now face into a new set of rules, many focused on the right for businesses and advertising platforms to leverage consumer data. The key element for advertisers to take heed of is encapsulated in the following statement from the EU Commission, stating that 'gatekeepers' may no-longer: track end users outside of the gatekeepers' core platform service for the purpose of targeted advertising, without effective consent having been granted

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2024 & 1st party data in media - The new normal

Advertisers have been grappling with the changing eco-system surrounding identifiers and specifically 3rd party cookies for several years now. The writing is clearly on the wall and with Google's latest announcements we are know that addressability in advertising has shifted profoundly. After a period of information gathering, analysis and reflection advertisers, supported by their agencies, are now moving forward with their future strategies and leveraging 1st party data is fixed to the centre for many.

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Google launches 'Demand Gen' campaigns and unlocks the top-mid funnel

This October Google has brought a major new proposition to the table alongside 'Search' & 'Performance Max'. Launched this month 'Demand Gen' brings a powerful new top-mid funnel approach which leverages look-a-like methodogies to drive brand awareness and consideration in an increasingly focussed and optimisable direction.

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AUDIENCES, The Drum & Ozone: Google is driving the digital change that GDPR couldn't

A recent article in The Drum by Damon Reeve, CEO of Ozone articulated a theme which has been core to our founding story at AUDIENCES. Reeve incisively makes the case that with it's changes to Chrome, 'Google is driving the digital change that GDPR couldn't'.

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Latest research: 81% of advertisers see addressable TV as important

Addressable TV advertising continues to gain traction on both sides of the Atlantic and the latest research form the US only goes to demonstrate the impact it will have on media planning & activation. In the UK a period of consolidation has seen the on boarding of 1st party customer data evolve in relation to clean room technologies such as Infosum. AUDIENCES continues to forge close partnerships in this space, enabling advertisers to safely and securely apply their 1st party data for use in addressable TV.

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Forbes identity's '1st party data as the cornerstone of marketing success'

In his article last month Tom Zawacki built the case for brands accelerating their 1st party data capabilities in the face of challenges across consumer privacy, customer engagement and marketing effectiveness. Zawacki anchors his viewpoint on the evolution on consumer relationships with brands, shifting from 'buyer beware' in the 1800s to a more trust-based relationship in present day. He directly connects the role of 1st party data with the ability to create, grow and sustain an 'audience'.

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Deloitte & Meta - Maximise performance with your first-party data strategy

A recent industry white paper & playbook from AUDIENCES partners Deloitte & Meta provide a comprehensive frameworks that empower advertisers to build a first-party data strategy into their marketing mix. With AUDIENCES driving significant advances for brands such as Three UK, Pets at Home & Saga the findings and concepts ring true with those who seek to leverage 1st party customer data within advertising.

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3rd Party Cookie Deprecation - Our Ultimate Timeline

Marketers are increasingly being held to account, justifying their advertising & media plans to be ready for the changes which have, are and will happen regarding 3rd party cookies and addressability in digital in general. As the situation has evolved we have continued to update our 'Ultimate Timeline' and share it with clients, helping them understand and explain the situation to their stakeholders.

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Marketers embracing Snapchat, TikTok & Pinterest in quest for quality reach

The paid social eco-system continues to evolve with advertisers increasingly looking to allocate media spend across platforms. Recent research from SimilarWeb (via Digital Information World) sees brands and their agencies embracing Snapchat, TikTok & Pinterest in the quest for reach and engagement with relevant audiences. Visits to the newer platform's ad manager accounts grew significantly over the past 12 months, suggesting marketers are executing a more pluralistic approach to planning and activation.

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'Real-time' CDP, Salesforce & a lawsuit

News broke last week of a lawsuit against which pitted Saleforce against one it's former VPs of Product Management. The lawsuit relates to claims made at Salesforce's September 2022 Dreamforce conference that its new customer data platform “Genie” operates in “real time,” despite the technology not having real-time capabilities.

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Account-Based-Marketing (ABM) continues to fuel B2B marketers hunger to activate 1st party data

Leveraging 1st party customer data is an increasing priority for business-to-business (B2B) marketers, alongside their consumer oriented counterparts. Across a range of advertising platforms AUDIENCES enables brands to deliver advertising to specific groups of individuals, but critically for B2B marketers, specific companies. This capability supports the account-based marketing (ABM) strategies pursued by leading B2B marketing teams.

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AI/ML model outputs activated in real-time across advertising platforms

Brands continue their race to adopt new and transformation technologies. Increasingly brands are able to leverage data to create predictive and performance enhancing models through the use of artificial intelligence and machine learning. AUDIENCES provides the fast-track for activating these model outputs across the advertising eco-system enabling these powerful insights to inform media buying at scale.

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Interoperability - Delivering 1st party data across channels & partners

Within most media planning advertisers and agencies alike look to build addressability for target audiences across a range of relevant channels. Creating cross-channel strategies which leverage a range of partners and publishers within each channel is a core element within media planning.

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AUDIENCES is not a data processor

AUDIENCES is not a data processor - This singular fact has enabled many leading brands find a security & privacy compliant solution for getting 1st party data to advertising

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Staying Privacy Compliant As Marketing Permissions Change

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Data Maturity & Paid Media - Are you 1st party data ready?

Relative data maturity is regularly sighted as a consideration for whether an organisation is ready to leverage 1st party data in media, often expressed as 'data ready or readiness'. Let's be frank, most initiatives in data & technology are fraught with difficulty and timelines extended. Marketers are understandably reticent to suggestion of further data work, the expectation being that there will delay and cost associated.

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Why 'privacy & security conscious' organisations is ALL organisations

Welcome to 2023. Still no hoverboards or alien invasion but in other areas the future is now.As recently as 2020 a clear distinction was drawn between what were to be perceived to be 'privacy & security conscious' organisations and others.

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The power of offline data in digital advertising

Brands are increasingly looking to bring their 1st party data to advertising to drive addressability in digital. Most brands have a range of physical and digital data sets all of which are valuable sources for audience building and should look to drive benefit from it all.

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Similar Audiences & the future of 1st party data with Google Ads

Google is targeting major changes to how it's platforms create and activate data. The 'similar audiences' and/or 'similar segments' features will be removed from Google Ads as of May 2023 and a host of new 1st party data hungry approaches have been introduced to provide marketers with powerful campaign tools to drive addressability.

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1st Party Data Decay: Recency & Effectiveness

Brands are increasingly feeding 1st party data into paid advertising, realising the benefits of exclusion, inclusion & look-a-like audiences. Campaigns see initial benefit from 1st party audiences however this is closely followed by a decay in relative performance unless the data feed refreshed on a regular basis. This dynamic is a strong justification for brands to automate 1st party audience updates enabling them to sustain performance benefits ongoing.

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Retail media to reach $112bn by end of 2023

Throughout 2022 retail media featured as a major trend and it only looks to continue through 2023 and beyond. Brands are increasingly looking to access these powerful networks of customers within a context which is primed for commerce. Retailers themselves are either creating or refining their approaches to retail media as well as broader supplier funded activities.

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Addressable TV and 1st party data - Driving targeting & effectiveness

Brands are increasingly syncing their first-party data with TV platform registration data in a secure and GDPR compliant environment to reach existing or new customers. Addressable TV platforms such as Planet V & Sky AdSmart offer propositions which accept advertiser's 1st party audiences, facilitated via Infosum delivered by AUDIENCES.

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Meta's €400mn EU privacy fine and the value of 1st party data

Facebook and Instagram's parent company Meta this week was handed down a combined €400mn in fines in regards to preaching EU privacy rules. As widely reported, this action may influence how advertising across Meta's platforms leverages user data.

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3rd party cookie deprecation: A timeline

The demise of 3rd party cookies is well chronicled and AUDIENCES clients have often sighted these industry changes as a key reason to activate 1st party data in digital advertising. Our team sat down and consolidated information from across the technology eco-system to create a concise timeline for these changes, inclusive of Google's latest announcement.

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Strengthen lookalike with 1st party data driven seed audiences

Facebook introduced the lookalike audience in 2013 and since then various advertising platforms have created their own version. Lookalike modelling in digital marketing was a game changer as it allowed advertisers to target with precision whilst reaching many more people outside of their existing customer base.

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AUDIENCES with Mary's Living & Giving for Save the Children

The team at AUDIENCES are leading a drive for donations at our local Mary's Living & Giving shop in aid of Save the Children

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Dentsu's 'The Cookieless World - A Guide for the New Era of Digital Marketing'

Excellent update to Dentsu's 'The Cookieless World - A Guide for the New Era of Digital Marketing' -

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Continuing to grow the collaboration with iProspect

A day of knowledge sharing, lunch and focussed client oriented sessions

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We work with the worlds largest agencies

Our partnerships leverage the combined media strategy, planning and buying expertise of agencies

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AUDIENCES HQ takes delivery of our brand new Custom Neon® sign

Bigger and better than we could have hoped for - Only question is where to place/mount/hang it...

The launch of Apple's iPhone 14 Pro today with Three UK leveraging AUDIENCES

Three UK leveraging AUDIENCES to drive 1st party driven search & social campaigns via Zenith

The Cookies Is Dead, Long Live First Party Data!

Co-founder & CEO Rob McLaughlin speaking at an event at the Royal Society of Chemistry