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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Dextro clients to achieve increased accuracy in cross-device consumer measurement and engagement NEW YORK, Feb. 6, 2017 /PRNewswire/ — Dextro Analytics, a pure play analytics company that harnesses the power of human learning and artificial reasoning to drive more informed and effective consumer marketing, is partnering with Tapad, the leading provider of unified, cross-screen marketing technology solutions and now a part of Experian. The deal is effective immediately and the scope of the partnership covers North America. Additional terms were not disclosed. Leveraging Tapad's privacy-safe Device Graph™, Dextro Analytics will be able to significantly bolster its insight engine to decode complex customer journeys. Armed with more relevant, actionable insights, marketers can use Dextro's cross-screen, closed-loop measurement systems to reach and engage the right customer at the right time through the right channel. "Being able to accurately map consumer preferences, behaviors and journeys in a privacy-safe and unified way across devices is still one of the biggest pain points for marketers," said Ajith Govind, co-founder of Dextro Analytics. "At the same time, this partnership engages customers with the right message at the right time." "Detecting latent patterns and signals, and tracing backward- and forward-looking behavioral characteristics, are keys to sustaining a competitive advantage in a crowded space," said Manmit Shrimali, co-founder of Dextro Analytics. "With the proliferation of data and devices, connecting the dots is of paramount importance." "Dextro is solving some of the biggest challenges in analytics today," said Pierre Martensson, GM of Tapad's data division. "Our partners consistently see notable improvements in both budget allocation and device optimizations after integrating with the Tapad Device Graph, and I have every confidence that Dextro will be among them." For more information about Dextro Analytics' revolutionary approach to using human learning and artificial intelligence algorithms to solve business and analytical problems, please visit http://dextroanalytics.com/. For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
NEW YORK & LOS ANGELES / BUSINESS WIRE / Jan. 30, 2017– Tapad, part of Experian, and Rubicon Project (NYSE: RUBI) announced today a new global partnership offering a unified, cross-device campaign delivery solution within an automated advertising marketplace. Tapad is the leading provider of unified, cross-screen marketing technology solutions and Rubicon Projectoperates one of the largest advertising marketplaces in the world. The Tapad Device Graph™, which enables buyers to expand their high-value display data signals to associated mobile devices, will be integrated across Rubicon Project’s leading advertising exchange and Orders platform, significantly improving consumer mobile reach. The new global partnership will empower Buyers within Rubicon Project’s exchange to find and engage audiences across their entire digital experience. Rubicon Project operates one of the world’s largest mobile exchanges connecting to approximately 1 billion unique mobile devices globally. “We’re excited to partner with Tapad to continue to provide our customers the very best data for managing their advertising businesses,” said Harry Patz, Chief Revenue Officer, Rubicon Project. “Cross-device delivery is crucial for buyers today with more than 81% of internet users currently relying on more than one device for digital access[1]. Through our partnership, buyers will be able to extend their desktop private marketplace campaigns to mobile, allowing them to find and engage their audience across devices, anywhere in the world. The net result will also benefit sellers; the increase in mobile reach will better position publishers and app developers to strategically capitalize on their inventory, ultimately increasing bid rates and mobile revenue across the board.” “Our partnership with Rubicon Project marks the first time advertisers and publishers alike are able to use cross-device solutions at significant scale outside of Google and Facebook,” said Pierre Martensson, GM of Tapad’s Data Division and APAC. “Our Device Graph will help Rubicon Project’s advertisers make more informed buying decisions and find the audiences who matter most.” Barry Adams, VP of Commercial Development at Bidswitch, said, “As digital advertising moves away from desktop and increasingly toward a mobile-first model, cross device data becomes critical to finding consumers. The rich data buyers will now be able to leverage at scale through the Tapad and Rubicon Project integration will enable us to provide a state-of-the-art cross-screen solution for the 150+ buying platforms that use our service, and the tens of thousands of advertisers they represent.” For more information about Rubicon Project’s inventory, please visit www.rubiconproject.com. For more information about Tapad’s cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today