Core Problem
Brands and Buyers are struggling with signal loss and the loss of the third-party cookie
Headwinds
Several forces like user privacy, data security, Walled Garden indecisiveness, and viable alternatives effect the the ultimate path media buyers choose
The Solution
Solutions exist today to addressability independent of Google's monopoly
The Core Problem
Marketers struggle with signal loss. Key use cases such as retargeting and custom audiences rely heavily on third- party data signal that have and will continue to erode.
Without new methods to target audiences on the open web, more budget will flow into the walled gardens - thus pushing up pricing and lowering ROAS. Simply stated, the open internet must be a viable way to reach audiences for brands and their agencies to profit.
However finding and deploying such solutions is a mess at the moment.
Answers to these questions are causing heavy investment hesitation and investment gridlock.
- How do I maintain addressability in Open RTB?
- How do I bring my data to the sell side to safely build my own targeting and activate?
- How can I construct bespoke audiences versus off-the-shelf offerings from marketplaces?
- How do I connect my CRM data to the sell side while observing privacy and user preferences?
- How do I prevent brand and financial risks such as ID bridging and UID stuffing?
Headwinds
Given this new set of addressability problems on the open web and the lack of definitive and clear solutions outside the walled gardens, brands are investing in their own first-party data with the knowledge that it has definitive utility in all marketing channels they invest in. And that more obvious solutions for working with first-party data with vendors will emerge as signal continues to subside.
Yet while most buyers have invested in CRMs, CDPs, Data Lakes, or other data systems, the addressable signals from these systems have not been linked to the broader ecosystem for planning, activation, and measurement - hence the desire to invest in a graph of IDs in the customer data system that extends the graph further.
However, creating the multiple integrations and optimizations to extend the brand customer data set is costly, time consuming, and fraught with privacy and user concerns. Further, each identity space represents different attributes to the enterprise so experimentation and utilization of the 25+ most popular universal IDs (UIDs) becomes a massive headache
The Solution
GrowthCode has invested millions to build an “easy button” that offers brands and their vendors the instant-on infrastructure to construct a first-party data set that can be used across the marketing portfolio to power both existing activation like retargeting, Open RTB and Deal ID–as well as future channels like direct first-party deals with publishers through deal curation.
With GrowthCode, brands and agencies do not have to:
- Invest millions to integrate and support the 25+ UIDs required to understand which UIDs work for which marketing use case.
- Spread their already scarce resources too thin on a series of one off integrations and optimizations
- Spend untold hours building an ID graph from scratch to build “data equity” with their own, optimized and refreshed first-party graph that can be leveraged across multiple marketing channels.
How GrowthCode builds and deploys a Brand's first-party data graph
BUILDING THE FUTURE
Putting it all together with GrowthCode
01
Build brand GRAPH
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02
Leverage INSIGHTS
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03
CURATE audiences
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04
RE-TARGET your visitors with first-party data
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GRAPH
Build & Optimize Your Own ID Graph
Take control of the future of your media targeting by building, optimizing, and maintaining your own identity graph
WHAT
Acquire, build and deploy your 1P data identity and data graph with a cloud-based infrastructure
HOW
Technology in use:
- GRAPH
- Sync Engine: Resolution server, Universal IDs, Pixel server
WHY
- Future-proof your marketing
- Cut complexity managing ID vendors
- Build data factory for future advertising & marketing opportunities
- Build signal using your own data
DETAILS
- Create Graph infrastructure
- Map keys : Universal IDs and Pub ID
- Resolve traffic to deterministic keys
- Stitch user attributes to keys
- Map to customer system of record
SCRATCH
Create Custom Audiences Using First-Party Data
Use your targeting 'recipe' against publisher first-party 'ingredients'
WHAT
Generate custom audiences using a host of brand-custom targeting recipes built on your first-party data
HOW
Technology in use:
- GRAPH
- Synch Engine
- INSIGHTS
WHY
- Increase ROAS
- Future-proof targeting
- Reduce reliance on outside vendors
- Bespoke targeting performs better than standardized audience products
DETAILS
- Map/Create custom audience segments
- Match audience targeting attributes into publisher ID graph
- Generate segments within curation platforms
- Ct
Next-generation retargeting with first-party data
Cookieless retargeting to bring users back
WHAT
- 40% of digital marketing budgets goto retargeting because it works.
- Brands need alternatives to the expensive retargeting options for the Walled Gardens
HOW
Technology in use:
- GRAPH
- Sync Engine
WHY
- Future-proof retargeting
- Reduced cost from Walled Garden retargeting CPMs
- Maintain a very productive media channel after cookie deprecation
DETAILS
- Using your first-party data, construct pure retargeting or retargeting based on additional targeting signals
- Contribute additional first-party Signals to CRM
- Leverage existing UID infrastructure
