More than 200 million people, including 150 million iPhone users, experience unidentified digital media consumption, representing half of the U.S. population. Media leaders stress the importance of adapting marketing strategies to address signal loss. Collaborations like the one between Intent IQ and TransUnion have shown promising results, such as increasing impressions by 52% and lowering CPMs by 8%. Assessing multiple data audiences can enhance campaign performance. A 'curiosity-led mindset' is deemed crucial for navigating compliance and reaching audiences effectively.
At the end of the day, we need to reach the full audience no matter where they are, said Shukmei Wong, senior vice-president of omnichannel media at Involved Media. That meant bringing together Intent IQ and TransUnion in a three-way collaboration to unlock scale in cookieless zones - and the results speak volumes.
Fifty-two percent incremental impressions, 38% more leads came down the funnel, and CPMs were 8% lower, revealed Fabrice Beer-Gabel, senior vice-president, strategy & partnerships at Intent IQ.
We saw a 97% lift in performance across the worst-performing audiences - what that basically is saying is that if you add multiple data audiences, you actually see better lift, said TransUnion's senior vice-president of media partnerships Dave Oliveira.
It requires what Wong called a curiosity-led mindset, uniting agility, compliance and interoperability not just to plug gaps in attribution but to reach them in a meaningful way.
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