Snap Inc. has teamed with Epsilon to help marketers activate their first-party data on Snapchat, per details shared with Marketing Dive. The integration allows brands to use privacy-safe audience segments from Epsilon Clean Room directly inside their Snapchat Ad accounts.
For marketers looking to improve campaign targeting, the mixing has driven improved match rates rates of up to 50% for audience activation, according to Epsilon. Inspire Brands, the fast-food company that owns chains including Dunkin’, Buffalo Wild Sings and Sonic Drive-In, amongst others, is among the many first to utilize the partnership, and has long put identity at the middle of its marketing efforts.
“At Inspire, we’re focused on turning data into motion, and this integration helps us do this with more speed and confidence while higher connecting with our highly engaged Gen Z and Millennial audiences,” said Travis Freeman, chief media officer and senior vp, demand generation at Inspire Brands, in an announcement.
The integration is currently available for Epsilon Clean Room clients within the U.S., with plans to expand to the U.K. market soon. For Snapchat, the move is the logical next step of a long-standing partnership with Publicis and follows the holding company’s recent streak of account wins.
“This integration allows Publicis clients to more easily and efficiently activate custom audiences on Snapchat. In A/B testing, we also saw higher audience match rates thanks to the strength and breadth of Epsilon’s identity solution, which made the Clean Room particularly compelling for us and our advertisers,” said Risa Teksten, head of agency development for Publicis at Snap, in emailed comments.
Improved access
Epsilon Clean Room is an example of a technology that has turn out to be table stakes for marketers looking to activate, collaborate and utilize first-party data — each from their very own stores of information and people owned by agency and publishing partners.
Publicis in March acquired identity solutions firm Lotame, providing the holding company with data on nearly 4 billion consumers and bolstering Epsilon’s data-driven marketing capabilities. But for many marketers, the issue is just not an absence of information but a way to connect the dots, explained Dale Older, senior vp of product at Epsilon.
“Integrations like this one help fill in those gaps so brands have a more complete picture of their customers. By resolving missing customer touch points and layering in wealthy, multidimensional data, marketers can construct more relevant audiences and reach them more efficiently. It’s really about helping brands move from guesswork to confidence in how they plan, goal and measure performance,” Older said in emailed comments.
Clean rooms got here into vogue as marketers looked to shore up their first-party data capabilities amid signal loss and the then-imminent lack of third-party cookies in Chrome, and have turn out to be much more essential as data is the fuel for artificial intelligence. Offerings like Epsilon Clean Room help a wider range of brands get right into a clean room space previously reserved for under major advertisers, Older said.
“These integrations make the information and models more accessible and easier to use, so marketers can spend less time managing complexity and more time specializing in what matters: reaching customers and driving results,” the chief added.
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