Amperity Getting Ahead of Cookieless Targeting

Google’s plan to eradicate the third-party cookie is still on track for 2024, but it is starting slowly, turning off just 1% of these tracking pieces of code in Chrome in Q1. Other companies are already taking similar steps to wean their measurement systems to prepare for cookieless targeting, and Amperity is no exception.

The enterprise customer data platform (CDP) for consumer brands, Amperity, uses AI to “stitch together” online and offline customer data to build unified profiles. Amperity has patented AI-powered identity resolution technology that it uses to build audiences so brands can increase match rates, retargeting, and generate high-value audience segments.

StreetFight sat down with Amperity CEO Barry Padgett to talk about the steps the company is taking in this effort.

Can you explain how Amperity’s approach is more privacy-compliant than the previous way? What is the real difference in the new approach?

Previously, marketers relied on third-party data to glean valuable insights about their target customers. Although third-party data offered certain advantages, it also presented drawbacks. First, it increased costs for marketers who had to pay to access data. In addition, since marketers had limited control over how the data was collected, processed, and maintained by third-party providers, there was a potential for data inaccuracies and inconsistencies, which could lead to unreliable insights and ineffective advertising. And it was collected without direct consent from customers. Relying solely on third-party data could easily erode trust with customers who may feel their information is being used without their knowledge or consent.

Our approach is more privacy-compliant than traditional advertising methods because it ties together a brand’s paid media ecosystem with their first-party data collected with customers’ consent. Now, marketers have ownership and control over this data, including the ability to promptly remove customer information upon opt-out requests. In addition, this allows marketers to personalize and target ads to relevant customers. This switch to first-party data not only yields better results but also fosters more trust between the brand and its customers.

How are these deep audience insights gained besides using AI? How does AI do that with customers presumably opting in?

Amperity uses machine learning to merge online and offline data to create a unified view of the customer. So, if brands’ customers have different email addresses, new home addresses, changed their last name, or used a different handle, Amperity can bring everything together in one place.

Brands can then use clean, unified customer profiles to connect with ad networks. For instance, using transactional data in their advertising strategy can help brands suppress ads after a customer has made a purchase online, in-store, or even in a partner marketplace. Companies not only reduce costs with this strategy but also enhance customer loyalty by avoiding overwhelming them with ads.

Additionally, brands can incorporate their loyalty data—often their most high-value customers—to create valuable segments for improved ad targeting. Brands can also bring in second-party and third-party data to further improve personalization and drive revenue. And, based on the preferences and behaviors of a company’s best customers, Amperity’s predictive modeling can discover lookalike audiences, providing the opportunity to explore and engage with new customer segments.

When did Amperity begin using this new approach?

The industry is experiencing a turning point. Marketers are losing reach as third-party data lose fidelity. As a result, paid media marketers now spend more money on less targeted, less personalized ads resulting in a lower return on ad spend (ROAS). At the same time, consumer demand data privacy while simultaneously wanting personalized experiences. Balancing revenue, privacy, and personalization requires marketers to find a new way to target customers.

Amperity enables companies to drive growth with a unified customer data foundation. We’ve spent the last two years working with 50 of the world’s top brands to reach customers through paid media. We’ve sent over 10 billion profiles daily to ad platforms, translating into tangible business results for our clients. It equips them with actionable insights and improved ad targeting capabilities, driving better business outcomes.

How is Amperity’s approach unique, different, or superior from its competitors who offer similar services?

What truly sets Amperity apart is we are a true end-to-end customer data platform (CDP) that helps brands connect paid and owned media on one platform. We help companies personalize every customer touchpoint to supercharge growth.

We ensure brands start with a solid data foundation by incorporating historical data so the predictive models work immediately on deployment. We save teams valuable time by automatically uploading customer lists to various destinations within the paid-media ecosystem—in fact, we cover over 80% of the paid media networks. By integrating seamlessly with ad platforms, Amperity eliminates the need for separate on boarders that capture offline data and convert them into anonymous IDs, optimizing resources for other essential tasks.

Additionally, we go beyond traditional reporting methods by enabling brands to establish a direct connection between display ads and revenue. By measuring the impact at the individual level, we provide enhanced insights and assistance in understanding the tangible results of advertising efforts.