Adapting to the new era: Will advanced CDP help marketers excel in a cookie-less world?

Published: May 29, 2023

min read

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.

What do Amperity’s capabilities mean to marketers?

The most reliable customer data source in the hands of marketers to create engaging and relevant customer experiences is first-party customer data. Especially with the slow death of third-party cookies, it is invaluable and crucial for brands' marketing success.

And to skilfully harness first-party data and navigate the new cookie-less world, a CDP is indispensable. There are wide varieties of CDP already available on the market that businesses are using or can choose to use based on their requirements.

However, from its recent announcement, we believe the Amperity’s capability is something astonishing that marketers must pay attention to. Delivering around 10 billion unified customer profiles per day to ad platforms is outright huge for marketers.

The CDP, which has the capability to provide a vast amount of unified customer profiles, is a goldmine for brands and marketers. Moreover, it will enable them to gain valuable insights into their target audience. This, in turn, will be helpful to create more precise targeting strategies so as to make ad campaigns more effective, especially in the absence of third-party cookies.
Amperity has such a high capacity to provide marketers with a holistic customer view across various channels and touchpoints. Thus, marketers can use it to enable consistent messaging across different platforms. Ultimately, it can result in improved customer satisfaction and loyalty.
As Amperity can deliver such a massive number of customer profiles per day, marketers can use it to offer highly personalized content and advertisements to their customers. This way, they will be able to quickly act upon real-time data and remain relevant to their customers. As a result, marketers can likely increase overall customer engagement with ads and maximize the ROI.
Marketers can leverage this CDP’s capability to accurately attribute conversions and sales to their specific marketing efforts. Consequently, it will aid in determining the true implications of advertising campaigns and allocating marketing budgets accordingly.
With Amperity’s ability to process enormous amounts of customer data, marketers can derive highly valuable insights from their first-party data. It will be significantly beneficial for them to identify trends and understand customer behaviour, interests, and preferences. This, in turn, will enable them to make data-driven decisions and refine their marketing strategies.

In a nutshell, the enhanced capabilities of Amperity are definitely something marketers should be aware of. These kinds of advancements, in our opinion, sound promising and will help marketers and brands successfully navigate the cookie-less world.

Author

Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.