Vericast Goes Deep on Data Privacy with Qonsent Partnership
The martech and data intelligence company Vericast announced a new partnership with Qonsent last week, in a move designed to bolster the company’s consumer-first data privacy strategy.
At a time when consumer data is becoming increasingly regulated in the U.S. and abroad, the partnership between Vericast and Qonsent is expected to help brands deliver more effective marketing campaigns while navigating data privacy regulations to safely build audiences of known consumers.
“Management of consumer-consented data is an important step in strengthening Vericast’s privacy strategy, helping brands protect consumer privacy and navigate changing regulations and requirements,” explained Hans Fischmann, vice president of digital product at Vericast. “Zero-party data is the most accurate and valuable to capture. With opt-in data, brands can leverage information about preferences, purchase history and intent to enable relevant and personalized advertising while building brand loyalty.”
Qonsent’s low code user experience product enables brands to compliantly capture first-party data with direct consent from nearly any marketing touchpoint. Prior to the company’s partnership with Vericast, Qonsent made headlines in June when it joined forces with Optable, a SaaS data collaboration platform and clean room solution for the advertising industry.
At the foundation of the partnership between Vericast and Qonsent is Qonsent’s Smart Qontract technology, which allows businesses to maintain records of qualified user consent in a way that is compliant across all applicable data-privacy laws. By combining the platform with Qonsent’s real-time ID Validation, the companies are creating what they say is an industry-first — an encrypted and auditable ledger-based system designed for a wide range of industries, including retail and consumer packaged goods.
Vericast’s new zero-party data capture and consent solution will record, store, and manage all of a brand’s consented data. Zero-party data is data that consumers actively and intentionally share with brands. The data can be collected through marketing touchpoints like surveys, loyalty programs, or website interactions. It is important for brand advertisers to have access to zero-party data because it is more accurate and reliable than other types of data, such as third-party data. Zero-party data can also be used to create more personalized and relevant marketing campaigns.
With Vericast’s new solution, data collection can be implemented across mediums like brand websites and programmatic advertising, and integrated into customer data marketing platforms.
“Consumer trust is integral to loyalty and has a direct impact on the bottom line,” said Jesse Redniss, chief executive officer and co-founder of Qonsent. “The crux of our technology is offering consumers transparency and the ability to provide consent. Through this engagement with Vericast, we’re helping brands build trust and relationships with consumers and navigate the world of data privacy. In fact, with campaigns that clearly articulate the value exchange, data usage, and offer choice and control in a frictionless way, we are seeing opt-in rates as high as 90%.”
Vericast has been on something of a privacy kick as of late, launching a privacy-focused contextual advertising solution back in May.
At the time, Fischmann said the release of the new solution was particularly relevant, given the push for federal privacy legislation throughout the U.S. Now, with this new Qonsent partnership, Fischmann and his team will be able to continue strengthening their position on privacy. Qonsent is one of the first data experience platforms with consent at its core, so by partnering with the firm, Vericast is signaling just how important the company believes data privacy is in 2023.
“Vericast has historically led the industry with marketing solutions that put consumer privacy at the center … We are focused on helping our clients navigate industry challenges to prevent business disruptions,” Fischmann said. “With all the fast-moving legislative activity, time is of the essence.”