Product update: Curated audiences and new connectors

This year, players in the media and advertising industries have been overhauling their strategies — not just around targeting, but also around how to better understand customers as signals from third-party cookies start to fail them. We’ve seen interest in data collaboration, and first-party data use, spike in 2024. As experts have said, “there’s no stopping this train.”

Technologies like data clean rooms that facilitate secure data collaboration will play a major role in these new strategies, but the technology itself is only half of the story. The bigger question is, will the technology solve the day-to-day problems of marketers? How will it help them discover, understand, and reach audiences better, how will it support them in making decisions around media buying? And crucially, will it help bring together some of the loose threads that third-party cookie decay is leaving behind, or will it be one more piece of tech in an already fragmented market? 

We’ve worked closely with our customers and partners over the past year, including major advertisers, agencies, publishers, and retailers to develop our product in a new direction. Rather than focusing on single collaborations between a publisher and an advertiser, we’ve built out our product with the goal of becoming a one-stop-shop for external use of first-party data. 

Our goal is to give advertisers a clear path to using first-party data: from contributing or sourcing that data, to building and enriching audiences that are high-quality and effective, to delivering those audiences to any channel. And to help them do this in a privacy-preserving and simple way. 

In this major update, we’re expanding our connectors to DSPs and walled gardens, and — most significantly — launching more flexible audience curation. Read on to learn about the new features. 

Audience curation: Tailor rule-based audiences or generate AI lookalikes

The most significant update with this release is the introduction of more flexible audience curation. With the launch of our AI-supported lookalikes last year, we gave advertisers a way to achieve reach with high precision using first-party data. Based on learnings from customers like IKEA, we recognized a need for more advanced audience customization — enabling brands to combine various segments and targeting methods to better align with their specific campaign objectives.

With the new audience curation feature, advertisers can now select from multiple data sources and mix and match targeting methods in a rule-based approach to tailor audiences for specific campaign strategies. For example, an advertiser can segment its audience based on attributes provided by a retailer partner before activating across channels.

Embedding even deeper within the ecosystem by consistently adding new connectors

Finally, we’ve heard loud and clear that advertisers and partners want the ability to use the audiences they’ve built across multiple channels for maximum reach: 

"At OneLog, it’s essential for us that Decentriq provides connectors to the most widely used DSPs. This ensures that all advertisers leveraging OneID through a Decentriq Data Clean Room can effortlessly export and activate their segments with just a few clicks," says Silvano Oeschger, CEO, OneLog.

The logical next step to our audience curation feature is to make it easier to deliver those audiences to any channel, be it DSPs, individual publishers, or walled gardens. 

With this update, we’re adding a number of new destinations to send audiences directly from Decentriq to Adform or Microsoft Invest, for example. This way, advertisers will get immediate utility from the audiences they create, and can achieve even better reach with secure, first-party data use.

Next steps towards “one-stop-shop”

Our direction is clear: design features that solve the most pressing problems that marketers face when it comes to using first-party data. A big part of that is the ability to measure the effectiveness of first-party data campaigns and comparing the performance of media buys — expect updates on this front in the future.

To build on the value we can offer advertisers, we’ll continue to expand our network of partners on both the data side and the delivery side through our Decentriq Ready Programs. 

We’re looking forward to a future where secure first-party data use forms the basis of a better, more privacy-preserving way of targeting ads. Collaborate with us to be a part of this future — get in touch today.