The era of 'third-party cookie' is coming to an end. We revamped and re-imagined our client’s audience and data strategy to drive optimal scale in the future, and guarantee optimal reach and addressability in this era of transformation.
The era of ‘third-party cookie’ is coming to an end and emerging channels and devices created an evermore fragmented ecosystem.
In reevaluating the existing MarTech stack for a large CPG client, we recognized the need to modernize the partners and approach fueling data/audience strategy. Existing solutions had proven successful over the past several years but were based on technology that didn’t guarantee a future-forward path to identity-based data activation. Therefore, we supported the buildout of a solution that is cookie-free, will guarantee optimal scale in the future, and will guarantee optimal reach and addressability following this ongoing transformation.
Leveraged LiveRamp Safe Haven (LRSH) to reimagine audience activation strategy, enriching existing and building new best practices around owned and rented/3P data that would enable Mindshare and our client to lean into data architectures to derive more meaningful insights.
We first focused on sunsetting old technology and fully implementing the LRSH environment. Once complete, the environment was first populated with the client’s 1PD and validated by a team of data scientists to ensure that matching and resolution was occurring as expected. Once complete, focus shifted to identifying and licensing additional datasets to inform the broader data ecosystem and enrich the 1PD.
Subsequently, the Mindshare team did exploratory analysis using 1PD and 3PD assets to develop multi-tiered predictive models. The outputs of which were used to redefine activation strategy.