In an attempt to reset the marketing technology game, the top provider of customer data platform, GrowthLoop has joined forces with TransUnion, the iconic global information and insight provider. This collaboration aims to address a significant challenge faced by marketers: identifying the best performing audience segment and achieving the highest ROAS (return on ad spend) with the current data marketing approach.
Bridging the Identity Gap for Enhanced Targeting
A fundament of this deal is that each company tries to make the best use of their existing strengths. GrowthLoop’s uniting customer data feature, performed by its market-leading CDP platform, will be combined with TransUnion’s TruAudience® Marketing Solutions. Such a strong combination is a sure thing for marketers since it will give them an edge.
With identity resolution, TruAudience draws data from about 98% of households in the U.S. By centralizing the notification data through the marketing CDP like GrowthLoop, advertisers can get rid of blind marketing and proceed with a data-driven campaign with higher precision.
Chris Sell, Co-founder, and Co-CEO of GrowthLoop, emphasizes the impact of this collaboration: “Low match rates between a business’s first-party data and third-party data from advertising platforms often lead to campaigns reaching the wrong audience, or worse, creating a negative user experience. Partnering with TransUnion empowers our users with enhanced identity resolution and activation capabilities, ultimately boosting addressable reach and maximizing return on ad spend.”
A Boon for Marketers in the Age of Data Privacy
The advent of this cooperation is particularly relevant considering the growing concern among marketing professionals concerning the rapid evolution of marketing norms owing to data privacy regulations. Traditionally, most digital advertisers rely on third-party cookies, which are soon phased out by the major browsers, and hence the marketers now have a problem with consistency. Marketers can now be less reliant on third party cookies and thus obtain a competitive solution without any extraneous layer of complexity.
The Future of Targeted Advertising: Collaboration and Innovation
GrowthLoop and TransUnion’s collaboration is a step forward to teamwork and novelty management in the marketing tech space. Data fragmentation and anonymous identities of consumers can be resolved through data integration and identity resolution. As a result, the alliance helps marketers address the hurdles in the digital advertising ecosystem and plan their marketing activities by making them more efficient and effective.