Since the dawn of digital advertising, marketers have relied on 3rd-party data. Now the advertising world is being flipped on its head with the elimination of 3rd-party cookies, restricted use of Apple’s IDFA without user consent, and increased privacy regulations such as GDPR and CCPA making 3rd-party data risky — not to mention a greater share or digital advertising locked within Walled-Gardens. It’s enough to make a seasoned advertiser’s head spin.
So, what does the future of digital advertising look like? How do brands effectively reach and influence their customers across digital media while continuing to drive strong ROAS? The answer lies in the first-party data marketers are already collecting but haven’t been able to tap into within digital media.
Empowering advertisers with smarter audiences: Blueshift + LiveRamp
Until now first-party data has been a tool primarily for CRM teams. But more and more it’s becoming essential to success across the organization. We’re still seeing 40% of media spend is wasted because marketers struggle to get granular with their ad campaigns. First-party data holds the solution to this problem. And limiting it to a few choice channels isn’t going to cut it with modern consumers whose attention has become more fragmented and spread across ever more channels and devices.
At Blueshift, we help brands deliver relevant, connected experiences across every channel — both owned and paid — by activating the full potential of their data. Using Blueshift’s Audience Syndication, marketers focus their digital advertising on high-value audiences across Facebook, Google, and Criteo by creating and syncing precise audiences built within Blueshift leveraging their unified first-party data.
Now, to help brands get more selective and efficient with ad spend across all digital channels, Blueshift has teamed up with LiveRamp, the leading data connectivity platform for the safe and effective use of data, to extend Audience Syndication to all your favorite digital media platforms. LiveRamp connects the customer-level data and intelligence within Blueshift to its vast partner network so brands can deliver relevant ads across the entire digital media ecosystem.
“With Blueshift’s Audiences Syndication we’ve decreased our CPA by about 10% across a range of business verticals’ advertising programs. We can easily create audiences using unified data from across our CRM, website, and more to hone-in on high-propensity users and suppress bad targets across our digital acquisition channels such as Facebook and Google. The operational efficiency provided by the seamless integrations is valuable to the marketing organization.” – Sean McGinty, Director of Product Marketing Consumer Products, LendingTree.
Access precise audiences from Blueshift across your media platforms
With Blueshift and LiveRamp working in tandem, marketers can easily build granular audience segments and sync them to all of their desired digital channels, in a matter of minutes. No data engineers or other support resources required.
How does this work? Blueshift continuously collects and unifies the entirety of your first-party data, including CRM data, onsite activity, campaign engagement, and other key attributes and events from across channels and devices for both anonymous and identifiable users. It also enhances this data with AI-powered propensity and affinity scores.
Using Blueshift’s advanced, yet intuitive, Audience Segment builder marketers themselves can tap into this rich data by creating any behavior, interest, intent, or geo-based audience — no technical skills required. They can then sync these audiences to any digital media platform across display, social, mobile, and video, including Twitter, LinkedIn, Pinterest, Microsoft Ads, Verizon Media, Amazon Ads, and more. Lastly, they define how often they want audience data to refresh. LiveRamp then matches the audiences to the desired destinations, so when marketers go to those platforms their audiences will be ready to use to target ads precisely across digital media campaigns.
“Using Blueshift’s Audience Syndication, we’ve seen an increase in ROAS by 52% because we can be hyper-accurate and focus on high-intent users that have engaged but have yet to convert, while also excluding users that have already converted. This has greatly eliminated the number of unqualified users. Blueshift automatically updates audiences with the latest customer data so I don’t have to worry about constantly updating our targeting lists.” – Phil Foriska, Director of Marketing at Fuel Travel
Increase ROAS, and lower CPA
Brands use Audience Syndication to target the right audiences for objectives throughout the customer journey, including:
- Reaching net-new lookalike prospects that mirror their best customers
- Acquiring customers by focusing on high propensity audiences likely to buy, sign-up for a paid subscription, or fill out a lead form
- Driving conversions through retargeting
- Saving costs by excluding low value or converted customers
- Re-engaging inactive or churned customers with affinity content
- Cross-selling and upselling with deeper insight into customer interests and intentions
- Improving the brand experience with coordinated messaging across paid and owned channels
Audience Syndication: Essential for modern marketing
Intelligent, personalized experiences are becoming the standard of marketing — and Audience Syndication brings that to digital media. Now paid media teams can access their first-party data and precise audiences across all their tools, much like their CRM counterparts do. This lets them:
- Reach relevant audiences where they are. Consumer media habits extend across channels and devices. Now easily reach precise audiences everywhere.
- Create and activate audiences in minutes. Finding high-value audiences has never been easier when refreshed audiences are ready to use across platforms.
- Connect the omnichannel experience. Align audiences and messaging across all media partners and channels, and drive growth by reinforcing your message across every brand touchpoint.
It’s time marketers stop wasting their ad dollars. Increase the impact and efficiency of their ad spend with smarter audiences. If you’d like to learn more about how to use your first-party data to drive smarter marketing, check out how our SmartHub CDP can help. Or, see it in action with one of our team members.