3 headaches of advertising through onboarders (and how to fix them)

Why do speed and efficiency feel out of reach for so many digital media marketers?

One major reason: the onboarders that marketers use to get audiences into paid media environments like The Trade Desk, Google, Meta, Criteo, etc.

Onboarding is a legacy technology that was innovative (and required) years ago, but their services haven’t kept up with evolutions in the digital ecosystem. They anchor their offering on third-party identity spines, and as we all know, third-party-based advertising is going the way of the dodo.

This results in three major paid media headaches for marketers:

• Slower activation: It can take 2 weeks for audiences to go live after handoff to an onboarder, and sometimes longer than 3 weeks.

• Unnecessary activation expense: Onboarders maintain an identity graph made of third-party data that they purchase access to – and then pass that cost on to the marketers.

• Less effective activation: The infamous match rate. We all know how problematic this metric is but it is something marketers use to gauge audience quality. Our clients using onboarders have seen match rates swing wildly, from below 40% (not worth the money) to above 120% (which shouldn’t be possible!).

The good news is marketers don’t need to be locked into using these solutions.

Direct, owned activation – sending first-party data securely to ad environments – makes media faster, less expensive, and more effective. Another benefit of owning, not renting, your media data and processes.

Check out our blog for more on why onboarders aren't working and how you can do better with direct activation.

How to Save Time Resolving Customer Identities in a Data Warehouse

Effective identity resolution is critical to success in today’s data-centric world. So what are the key considerations to making this work within your existing data architecture, including ones structured around a data warehouse?

Join us for a webinar on April 24th to find out how leading companies have succeeded in tackling complex identity resolution challenges within their data warehouse.

Reserve your spot and you’ll:

• Get practical advice on implementing Data Warehouse + CDP solutions and the use cases it unlocks
• Discover how a robust identity resolution tool like a CDP can elevate data quality, streamline IT processes, and supercharge marketing effectiveness
• Dive deep into compelling case studies and industry best practices

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How AI helps us streamline and understand messy customer data

Amperity CEO Barry Padgett joins the Decoding AI for Marketers podcast to explore a common conundrum: although large companies have vast amounts of marketing data, it comes from disparate systems and services, resulting in fragmented, incomplete, and even inaccurate information about a customer.?

With the help of AI, you can easily integrate that data for a meaningful and comprehensive understanding of each customer.

Check out this insightful podcast to find out more.

Hear the podcast

10 questions to consider when selecting the right CDP for your company

It’s true that CDPs have become essential to marketers for gathering and making sense of important customer data. But picking the right CDP can be confusing.?

This helpful article in Enterprise Times offers a guide to 10 key questions worth considering to choose a CDP that’s right for you—one that meets your specific needs and helps drive value for your business.?

Learn more

Preparing for the cookieless era with AI

With the imminent deprecation of third-party cookies, many organizations are understandably in scramble mode, trying to figure out how to make the most of CDPs, manage consumer privacy, deliver rich, personalized customer experiences, and so much more.

In a cookieless era, what does the future of programmatic advertising look like?

Check out this engaging AiThority Q&A with Amperity’s own Peter Ibarra , Head of Adtech Solutions, and you’ll learn how to pivot your advertising strategy towards an owned, first-party direction; maintain customer loyalty, retention, and trust; and embrace the latest AI-tools to drive success.

READ THE INTERVIEW

It’s almost here! Only a few weeks left until Amplify 2024

Don’t wait to grab your spot: Amplify 2024, Amperity’s annual forum, is almost here. Come join us on May 16th at City Winery in NYC.?

You’ll gain the knowledge and tools you need to win the AI revolution by building a customer data foundation with high-quality data. Plus, you’ll get to connect with first-party data experts and brand leaders to share expertise and insights.?

Find out how other brands are:

• Using an AI-powered toolkit to streamline customer data operations across their CDP and data warehouse
• Democratizing Generative AI to connect, explore, and act on customer data
• Reducing customer acquisition costs in-person and online by making the most of first-party data in the new cookie-less world.

You won’t want to miss it!

Grab your spot