CDP is one piece of the puzzle
When I hear of a brand thats on the hunt for a CDP in order to solve their first-party data needs for programmatic marketing, I always raise my eyebrows. A CDP was initially created to sit behind a marketing automation or customization platform. The platform is valuable tech infrastructure that handles audiences built from very first- and second-party information, and it ports that data to publishers for activation.
However in order for it to work effectively, brand names require extra capabilities that are not constantly readily available in a CDP, as the CDP cant guarantee information quality.
To be successful, brands require to build audiences off of an accurate 360-degree customer profile. Inaccurate data isnt the only problem to compete with; incomplete details is just as important. One opportunity to developing a more complete image with information is identity resolution– which is not a CDP core proficiency– to repair bad data through information correction, data combining and data enrichment.
Data Correction. In order to develop practical audiences in your CDP, you require to start with a data set that holds true. As they state: trash in, garbage out. Identity resolution can assist validate consented data, supporting and verifying it versus fact sets to ensure all data is addressable and precise.
Information merging unites information about a single consumer that was formerly housed separately. Imagine a brand name with two CRMs, one of which contains a hashed email jdoe@mail.com, and another has janed@website.com– both of which are the address of the same customer. Once those emails get loaded separately into the CDP, the system has no way to understand that these emails actually represent one person. Identity resolution can help recognize data as belonging to a single client, merging numerous identifiers into one complete consumer profile.
Data enrichment brings in other consented data to append information brands may not currently have, however which is vital for matching audiences against other first-party audiences for activation. Identity resolution can catch data (if consented) from somewhere else and enrich/append it to the existing customer profile, therefore increasing match rates in the procedure.
The continuous needed procedures of data merging, enrichment and correction are functions of identity resolution. Business wanting to CDPs to fix all their issues in a first-party world are basically establishing information facilities without thinking about the quality of the information itself.
Structure for identity
The question online marketers require to ask isnt “What CDP do I require?”– its “How can I make certain the data we have are total?”
The procedure of piecing together addressability advises me of 10 years earlier when brands were coming to grips with the DMP/DSP technology stack. Some offerings integrated the abilities, lowering openness and flexibility however increasing benefit. Others specialized in one capability, motivating a more nimble, versatile solution that would require a bit more advancement work up front.
As brand names now move away from the DMP toward a CDP, they require to basically do the very same workouts over again, simply at a larger, more complicated scale.
Eventually, only the brand team can figure out the best method, and the choices are numerous. Asking each prospective CDP partner how their innovation can interact with the rest of the ecosystem and what it needs in order to manage, combine and eventually trigger data will help ensure that brands get what they spend for.
Follow MediaWallah (@MediaWallahInc) and AdExchanger (@AdExchanger) on Twitter.

“Data-Driven Thinking” is composed by members of the media neighborhood and consists of fresh ideas on the digital revolution in media.
Todays column is composed by Nancy Marzouk, CEO at MediaWallah.
When you have a huge, ugly end date staring you in the face, it makes good sense to concentrate on it. Whichs what brand names provided for the previous 2 years, constructing versus Googles planned cookie deprecation, which would straight impact project targeting and attribution.
Now that Google has provided brand names a two-year extension (at least) on the planned deprecation date, the one-track mind that took control of much of our markets data discussions is fading away, and brands can take a more thoughtful method to prepare for the whole future of information, identity and addressability.
Smart brands will create an addressability technique that creates a really 360-degree view of the client that can notify a host of advertising and marketing activities– and even assist with measurement and attribution.
Until now, many brand names have been on the hunt for a customer information platform (CDP) that can house their information as a one-size-fits-all replacement to third-party cookie loss. Theres more to an effective addressability method than what a CDP can provide, specifically when it comes to information quality.

I constantly raise my eyebrows when I hear of a brand name thats on the hunt for a CDP in order to fix their first-party data needs for programmatic marketing. The platform is valuable tech facilities that manages audiences built from very first- and second-party information, and it ports that data to publishers for activation.
One opportunity to producing a more complete image with information is identity resolution– which is not a CDP core competency– to repair bad information through information correction, data combining and information enrichment.
Identity resolution can assist confirm consented information, proving and verifying it against truth sets to guarantee all data is precise and addressable.
Information merging brings together data about a single consumer that was formerly housed individually.

site-tuning