GrowthLoop, a leading Composable Customer Data Platform (CDP), has announced a strategic partnership with information giant TransUnion to optimize ad spend and audience targeting. This collaboration leverages GrowthLoop’s CDP capabilities alongside TransUnion’s TruAudience Marketing Solutions, which boasts an identity graph covering over 98% of U.S. consumers.
The partnership aims to tackle the low match rates experienced between businesses’ first-party data and third-party advertising data, commonly leading to suboptimal campaign targeting. Through this alliance, GrowthLoop users will gain access to TransUnion's extensive data, promising better identity resolution and improved audience reach. The newly introduced Enhanced Match Rate feature focuses on engaging a higher percentage of targeted audiences, suppressing ads to current customers or recent purchasers, facilitating cross-channel marketing experiences, and deriving more meaningful campaign data.
This solution is expected to be available to GrowthLoop customers in the first half of 2024, marking a significant step forward in achieving privacy-compliant, effective audience targeting amidst the impending deprecation of third-party cookies on Chrome.
Source: MarTech
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