Big names in the industry, such as Apple and Mozilla, have already removed support for third-party cookies in their browsers, and Google has recently announced its plans to deprecate third-party cookies for 1% of Chrome users. With which the digital marketing industry is fiercely searching for potential alternatives.
To put it in detail, historically, traditional digital marketing rents customer data from third-party data sources, and then they use external digital identity graphs to pair their data with ad platforms. However, as data privacy laws and customer preferences evolve by the day, this method is no longer preferred by marketers.
In other words, these constantly evolving data privacy laws push marketers closer to a privacy-first world. As a consequence, marketers are put in a situation where they must rely on nothing other than their own first-party customer data in order to ensure they are reaping better results for their paid campaigns.
Amid these situations, Amperity, an enterprise customer data platform (CDP) for consumer brands, recently announced a significant company accomplishment: delivering over 10 billion unified customer profiles per day to ad platforms. It accounts for more than $USD300 billion in digital ad spending each year.
Brands can use its platform to gather and bind together online and offline customer data to create comprehensive, live, unified profiles by leveraging AI and machine learning.
Besides, big brands such as Alaska Airlines and Brooks Running have achieved 85% match rates on key channels, improved return on ad spend (ROAS), and experienced up to 90% faster activation times for new campaigns with its ad connectors and patented unified customer profiles.