Amperity’s AI-powered platform solves third-party data dilemma for paid media campaigns

Amperity, the leading enterprise customer data platform (CDP) for consumer brands has demonstrated its AI-powered solution can rapidly scale customer profiles to ad platforms, helping solve the third-party data dilemma for marketers leveraging paid media campaigns in a cookieless era.

Traditional digital marketing has historically revolved around brands “renting” customer data from third-party data sources and then relying on external digital identity graphs to match their data with ad platforms. But with the elimination of third-party cookies and constantly evolving data privacy laws, marketers can no longer rely on the traditional methods of identifying, retaining and acquiring customers. To ensure they are delivering ROI on every paid campaign, brands should tap into their own first-party customer data.

But adapting to these changes in privacy regulations remains a key concern for marketers in Australia according to the Arktic Fox Digital and Marketing In Focus Report, developed in partnership with Amperity. Concerningly, only 11% of businesses from the study say they have a ‘clear plan and path’ they are implementing when it comes to evolving and adapting to changes in privacy and consent.

With Amperity, brands can take advantage of AI and machine learning to ingest and stitch together online and offline customer data to build comprehensive, live unified profiles. Unlike other approaches that use fixed and brittle matching rules, Amperity’s patented, AI-powered identity resolution and unified customer profiles build a complete view of customers that increase match rates, drive suppression and retargeting, and generate high-value audience segments.

This foundation allows digital teams to quickly build targeted segments, directly activate with leading ad platforms and effectively measure the impact of digital ads across online and in-store purchases.

Amperity has delivered over 10 billion unified customer profiles per day to ad platforms, representing more than $USD300 billion in digital ad spend annually. Through its industry-leading ad connectors and patented unified customer profiles, brands such as Alaska Airlines, Brooks Running, and Wyndham Hotels & Resorts, have achieved match rates as high as 85% on key channels, improve return on ad spend (ROAS) by up to 5X, and experience up to 90% faster activation time for new campaigns.

Says Barry Padgett (pictured above), CEO of Amperity: “Marketing is experiencing a generational shift in how they acquire and retain their best customers especially with the deprecation of third-party identifiers and ever-evolving data privacy policies. With Amperity, brands and agencies can build first-party audiences and activate their data in hours – when it traditionally takes days or weeks to reach their high value customers. This enables them to be hyper-responsive to changing consumer dynamics to grow revenue and increase profitability.”

Says Matthew Hogg, senior vice president, partnerships at Criteo: “Amperity has been at the forefront of helping its customers deliver on the promise of building a unified customer data foundation. With Amperity, our clients are seeing higher match rates and decreased customer acquisition costs, while delivering personalised advertising that drives real commerce outcomes in a privacy safe manner.”

To learn more about how brands and digital agencies can take advantage of Amperity, visit here.