We believe that you cannot deliver relevant marketing across channels without taking control of your data.

And that you can’t create valuable audience segments with third-party data alone.

Many advertisers buy audience segments from third-party data providers—who sell those same segments to competitors. Consumers are bombarded by ads on the same topics, increasing the chance that they’ll simply ignore the lot. In addition, it’s not uncommon for a data provider’s definition of a segment to differ from the advertiser’s definition. Even the slightest variation can mean subpar results and wasted dollars.

To create a competitive advantage, advertisers must create audience segments from data no one else has: their own. They need to start with unique insight, such as search intent data or information about customers—then augment it with third-party data such as demographics. These unique segments drive unique value. Instead of targeting the same people as everyone else, you use your unique insights to target only those consumers ready to buy your products.

To use proprietary data, advertisers must first take control of it and store it all in a single system. Then unify the data systematically, and make it available and updatable in real time. It’s only by capturing and collecting all of this data that advertisers protect themselves—and build a competitive advantage.

*Adchemy’s Software Data Policy