Identity Solutions Can Overcome One-to-One Marketing Challenges

Growing concerns about consumer privacy are changing how organizations collect and use personal data. Government agencies regulate how personal data can be collected and implement new regulations to limit what data can be collected. More importantly for digital marketers, tech influencers like Apple and Google are changing their privacy policies. Without access to tools like Google ad tracking, organizations will need to develop new strategies to target and measure marketing campaigns. The primary concern is transparency. It’s not just about accepting anymore. Consumers are generally willing to share personal data as long as they understand what they are getting in return. They demand that the advertisements presented to them are relevant and that their privacy is protected.

Using personal information to deliver relevant content drives better engagement, which is a win-win for advertisers and consumers alike. As access to data collected using tracking cookies disappears, content providers need other ways to learn more about consumer interests. Any enrichment and sharing of personal data can only be done with appropriate consent. To deliver a better customer experience, content providers are adopting identity solutions that allow them to take control of their customer data and personalize interactions while providing greater transparency.

Application of identity solutions

Organizations use end-to-end identity solutions to collect data from various sources and build customer profiles. This data is then used as downstream references for one-to-one marketing and customer interactions.

Media companies have multiple customer touchpoints, including set-top boxes, mobile devices, customer service, social media, and more. Identity solutions are responsible for linking the activities of these interactions to create an accurate customer profile. Sometimes the links between interactions are apparent, as in the case of tracking activity linked to a user ID.

An identity graph database keeps all identifiers related to a customer in one place, including personally identifiable information (PII) like usernames and phone numbers and non-PII like cookies owners and publisher IDs. The ID graph then uses the identity assembly to match IDs across touchpoints. Organizations can use an identity graph database to form an omnichannel view, allowing them to create personalized and contextual messages. Similar to the Connected Component Algorithm, specialized algorithms generate a virtual ID that is consistently used to identify contacts across touchpoints.

Identity graphics empower marketing

Once they capture the data in the Identity Graph database, organizations can apply the unified view of customers and prospects for marketing purposes. Each individual has different channels associated with their identity, such as work and mobile phone numbers, computers, social media accounts, set-top box, etc. Connecting the advertising IDs of all these devices using a virtual ID facilitates converged delivery, addressable offers across all devices. The Identity Graph also performs frequency capping (the maximum number of times an ad is displayed) per individual or household to optimize ad spend.

Using a low-latency identity graph database for identity profiling can help power downstream applications. Here are some common use cases:

Audience segmentation. Businesses can create customer segments using an identity solution rather than relying on third-party data. Business rules for different segments can classify target audiences. Audience segments are automatically updated as they change over time.

Personalization engine. The Identity Graph presents a single view of each contact, including explicit and implicit interests and preferences. Since all customer actions are stored in one place, i.e. one source of truth, the database provides a 360 degree view to power a personalization engine.

Creative optimization. Rather than serving the same ad to everyone, in-database contact history enables personalized creatives.

Brand safety. Personalized advertisements must match the content on which they are displayed and conform to the preferences of the viewer. Using an identity graphic provides additional information to ensure the right ads are served, which can protect the brand.

Campaign analysis. Campaign performance is measured by tracking responses from specific audience segments. Identity graphs provide the metrics that determine how advertising is bought and sold.

Using the Cloud for Identity Solutions

With content marketing becoming more and more sophisticated, delivering personalized ads in real time has become vital. Identity solutions must map and unify billions of relationships and query customer data with millisecond latency. This explains why more and more organizations are using hosted identity graph solutions.

A hosted identity graph implementation reduces the total cost of ownership for storing and querying billions of records. It offers lower latency, is faster to deploy, and has lower data storage costs than other approaches. It can also be used to power edge computing for faster performance.

Media publishers and content providers need to deploy identity management solutions that optimize the use of data already captured in their databases. Data must be accurate and fully aggregated for accurate and personalized dissemination. The next generation of identity solutions will help publishers comply with new privacy rules while providing consumers with personalized content, including advertising.

Vishal Kumar Jindal is Senior Director, Media, at Tavant. Jindal is an enterprise architect and subject matter expert for media, martech, adtech and digital across projects, products and technologies. He has over two decades of proven expertise in business and domain solutions, product and program management, and business development. An active follower in the media and entertainment industry, he specializes in digital advertising, media measurement, content management and OTT solutions.

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