Research studies repeatedly show that consumers are more likely to engage with personalised experiences and are also significantly more likely to convert. According to recent research, 80% of consumers say they prefer brands that personalise, and conversion rates can lift by over 30% through targeted promotions. Audience activation is critical to achieving personalisation at scale. Through effective data activation and programmatic activation, brands transform raw advertising signals into real-time multi-channel engagement that can make a significant impact on target customers.
Data activation requires a reboot
However, audience activation has never been harder to achieve. Signal loss, driven by the decline of third-party cookies, stricter privacy regulations, and fragmented digital environments have significantly reduced marketers’ ability to identify and reach audiences at scale.
As a result, brands and agencies are finding it more difficult to translate audience insights into effective programmatic activation. Concerningly, only 25% of marketers are currently making progress around mitigating signal loss, despite recognising its impact on areas including targeting, data access, and audience segmentation.
Fortunately, the adtech market continues to pioneer new data activation solutions that point the way ahead for the advertising industry. One such approach to customer data activation involves the use of telco-verified IDs.
Leveraging telco-verification for audience activation
In this scenario, audience activation is achieved using a unique transactional ID that is verified using deterministic telco network intelligence. Technology within the telco in-network (like Novatiq’s Fusion platform) automatically associates verified IDs with requested audiences for risk-free first-party audience activation at scale.
This approach to audience activation comes with several significant benefits. Most importantly, the ID identifies an inventory slot rather than a user, and is only available for a single ad transaction, ensuring that it cannot be reused in the programmatic ecosystem for non-consented purposes. As a result, the audience activation solution is compliant with all major global data privacy laws.
Second, using telco-verified IDs for programmatic activation unlocks complete addressability at scale, with in-built anti-fraud protection from linking to a real user, for several key use cases including retargeting, inventory enrichment, and personalisation. This is a complete solution for digital advertisers’ personalisation requirements.
Finally, the solution is highly secure. All first-party data owners retain their data and only send audience cohort codes for activation within the programmatic system. In a world where data loss can lead to severe financial penalties this is a significant benefit.
Programmatic activation that benefits all
As the digital advertising ecosystem weighs up new ways to activate audiences for personalised marketing campaigns, telco-verified IDs will come to play a central role. The reason is simple. With telco-verified IDs all parties benefit. Publishers can continue to support enriched advertising campaigns that drive revenue and repeat spend. Agencies and brands benefit from the more efficient use of precious marketing budgets, higher conversion rates, and more effective targeting strategies.
Meanwhile, consumers benefit by being able to control the service they receive, restrict use of their data, and cut down on the volume of irrelevant advertising that they’re exposed to. Telco-verified IDs therefore point the way to a digital advertising ecosystem that’s more effective than anything seen in the past.
