Data platform Dynata has expanded its Connected Data offering via new data partnerships and capabilities.
"Our clients rely on connected data sources – their own data, our data and other data – to understand their customers better," said Gary S. Laben, CEO of Dynata. "This, in turn, allows for more customised messaging and media targeting that ensure better activation and optimisation of campaigns, delivering the real-time feedback essential to effective marketing and advertising."
The End of Cookies
The company said the need for new approaches to building improved understanding of target audiences was vital as third party cookies are eliminated. Maintaining effective marketing and advertising approaches for researchers, advertisers and publishers will require mastery of data across all sources.
"Today, in a cookieless world that is challenging ad targeting and measurement, first-party data is even more important to identify and meet the needs of modern consumers in a personalised and relevant way," said Laben. "Dynata enables clients to use survey data they couldn't use for segmentation and advertising, modeling and scaling, driving better and faster decision-making and a seamless customer experience."
Connected Data connects Dynata’s database of first-party data with second- and third-party sources to provide a more holistic view of target audiences, while remaining protected and compliant thanks to explicit opt-in.