As advertisers embrace a future without cookies to track customers online, dependable customer data is more valuable than ever. But with increasing concern with protecting consumer privacy, the ways in which consumer data is collected and stored by brands and websites are changing. These changes are causing advertisers to reconsider how they target audiences and measure the effectiveness of their digital campaigns.
Spectrum Reach has always operated without reliance on third-party cookies. By leveraging our privacy-focused aggregated and de-identified first-party data, layered with premium second- and third-party data, we can reach your target audience across all screens.
We now are helping clients harness their own first-party data to target specific households, with our Customer Data Match solution. Maybe you want to connect with your customers who purchased a certain product, to let them know there is a new and improved version available. With Customer Data Match, you can target your existing customers or prospects with specific messages across platforms like display, online video, and streaming TV. You can even extend your reach further with the ability to use retargeting, contextual, behavioral, and lifestyle targeting.
We take privacy seriously, and use a privacy-complaint onboarding platform through our partnership with Cadent. All data is anonymized and matched via Cadent’s extensive identity graph, so that Spectrum Reach never has access to your first-party data.
As an advertiser, your data allows you to future proof your advertising. We can help you put it to better use, so you can target any desired audience—whether they are in the awareness, consideration, or purchase phases—and customize creative messages to the audiences you care about most.
To learn more about how Spectrum Reach can help you put your valuable first-party data to use in a privacy-focused manner, to target audiences right down to the zip code, by household, or by device, contact us today.
FREQUENTLY ASKED QUESTIONS
What is customer data match in TV and streaming advertising?
Customer data match is an addressable targeting capability that allows advertisers to leverage their own first-party customer data and perform a customer data match within a safe and secure onboarding platform designed to compliantly ingest data and make available for targeting across Spectrum Reach’s Streaming TV, Online Video, and Display solutions.
How does Spectrum Reach use first-party customer data to target ads on TV?
We upload a home address file or email address file to a custom-built onboarding portal managed and operated by an industry-trusted data partner of Spectrum Reach, Cadent. Once the data is uploaded and matched to their household graph of anonymized device IDs, a data segment will be generated and made available to the Spectrum Reach team for campaign activation without Spectrum Reach ever having direct access to the uploaded data.
What types of customer data can I upload (CRM lists, emails, hashed IDs)?
Customer physical addresses or email addresses are required for upload to the onboarding portal. Physical address lists generally have a higher match rate and should be prioritized. The minimum list size for physical addresses is 10,000 records per campaign or segment; multiple lists can be combined to reach this threshold. The minimum list size for email is 100,000 records to achieve a viable campaign.
Is customer data match privacy-compliant (GDPR, CCPA, HIPAA)?
Yes. Spectrum Reach has partnered with Cadent, a leader in data onboarding and device graphing, so your data is guaranteed to stay anonymous as we help you target your campaigns directly to your best customers. Spectrum Reach uses a privacy-focused process through Cadent’s third-party portal, and we never receive direct access to your first-party data. Cadent is also recognized for its privacy standards, including winning the 2023 Cynopsis Award for Best Data Privacy Solution.
How accurate is customer data match for targeting TV households?
Spectrum Reach’s Customer Data Match solution delivers an average 90% match rate for home addresses compared to the industry benchmark of 50 - 70%. This makes customer data match a strong solution for household-level targeting.
How is customer data match different from lookalike modeling?
Customer Data Match focuses on a business’s actual known customers or prospects by matching first-party customer data to addressable audiences for precise ad targeting. Lookalike modeling focuses on finding new people who resemble your existing customers based on shared attributes or behaviors, even if they are not already in your customer file.
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