Amperity, an enterprise customer data platform (CDP) for consumer brands, announces a major company milestone of delivering over 10 billion unified customer profiles per day to ad platforms, representing more than $300 billion in digital ad spend annually. Through its industry-leading ad connectors and patented unified customer profiles, brands such as Alaska Airlines, Brooks Running, and Wyndham Hotels & Resorts, have achieved match rates as high as 85% on key channels, improve return on ad spend (ROAS) by up to 5X, and experience up to 90% faster activation time for new campaigns.
With the elimination of third-party cookies and constantly evolving data privacy laws, marketers can no longer rely on the traditional methods of identifying, retaining and acquiring customers. To ensure they are delivering ROI on every paid campaign, brands should tap into their own first-party customer data. According to a survey from Boston Consulting Group (BCG), brands that link all of their first-party data sources can generate double the incremental revenue from a single ad placement.
“Marketing is experiencing a generational shift in how they acquire and retain their best customers especially with the deprecation of third-party identifiers and ever-evolving data privacy policies,” said Barry Padgett, CEO of Amperity. “With Amperity, brands and agencies can build first-party audiences and activate their data in hours - when it traditionally takes days or weeks to reach their high value customers. This enables them to be hyper-responsive to changing consumer dynamics to grow revenue and increase profitability.”
Why Amperity’s Approach is Unique
Traditional digital marketing has historically revolved around brands “renting” customer data from third-party data sources and then relying on external digital identity graphs to match their data with ad platforms. This method is no longer preferred as data privacy laws and customer preferences evolve. With Amperity, brands can take advantage of AI and machine learning to ingest and stitch together online and offline customer data to build comprehensive, live unified profiles.
Unlike other approaches that use fixed and brittle matching rules, Amperity's patented, AI-powered identity resolution and unified customer profiles build a complete view of customers that increase match rates, drive suppression and retargeting, and generate high-value audience segments. This foundation allows digital teams to quickly build targeted segments, directly activate with leading ad platforms and effectively measure the impact of digital ads across online and in-store purchases.
“Amperity has been at the forefront of helping its customers deliver on the promise of building a unified customer data foundation,” said Matthew Hogg, senior vice president, partnerships at Criteo. "With Amperity, our clients are seeing higher match rates and decreased customer acquisition costs, while delivering personalized advertising that drives real commerce outcomes in a privacy safe manner.”
How Brands Are Benefitting
Customers using Amperity for paid media campaigns have reported incredible results that are significantly impacting the bottom line.
Major brands such as Alaska Airlines, Reckitt, SPARC Group and Wyndham Hotels & Resorts are experiencing increased return on investment (ROI). SPARC Group, a long time Amperity customer, experienced a 5X ROAS using predicted CLV (customer lifetime value) for segmentation. Wyndham Hotels & Resorts saw double digit growth in ROAS in activated targeted audiences, while Alaska Airlines experienced a 21% cost savings in paid channels with Amperity. From early market implementations, Reckitt, a global Consumer Packaged Goods (CPG) company, has seen a 30% improvement in match rates and significant uplift of seed audience size leveraging its customer data in Amperity.
"Having direct-to-publisher activation at our fingertips is key,” said Michael Shiwdin, vice president, guest intelligence & engagement at Wyndham Hotels & Resorts. “With Amperity for Paid Media, we can take our high-impact guest audiences directly to the paid media ecosystem for retargeting and look-alike modeling. In doing so, we are seeing an uplift in conversions for targeted audiences, all while realizing new cost efficiencies and greater privacy.”