"First, aggregation. SSAs synthesise rich and diverse signals from across the ecosystem to enable a deeper understanding of consumers and the levers needed to effectively reach and engage them. It's not just about the volume of signals but the quality, actively replacing scrapped or inferred data with a smarter, safer approach built around the ingestion of quality, trusted data sources collected transparently and compliantly."
"Next, activation. Of course, you can have as much data as you like but if you can't activate it, it's meaningless. At the core of any great SSA is a robust framework that makes data signals addressable and actionable, whether that's through identity, contextual or probabilistic resolution, or a combination of all three. This connectivity between signals and activation is fundamental, fuelling sophisticated AI-driven algorithms that feed programmatic campaigns, continuously adjusting and optimising in real-time to drive better performance."
Super signal aggregators combine diverse, high-quality signals to deliver deeper consumer understanding while prioritising transparency and compliance. Aggregation replaces scraped or inferred data with trusted, consented sources to improve signal quality. Activation makes signals addressable and actionable through identity, contextual, or probabilistic resolution, enabling programmatic campaigns and AI-driven optimisation. Measurement provides a unified view across the entire customer lifecycle, moving beyond siloed platform metrics to closed-loop feedback and real-time model refinement. Together, aggregation, activation, and measurement enable smarter decisioning, more accurate attribution, clearer visibility into drivers of performance, and improved marketing efficiency.
#super-signal-aggregators #data-aggregation #activation-and-identity #measurement-and-attribution #privacy-and-compliance
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