Blueshift Unveils New Solutions for First-Party Data Activation
2024年7月22日 - 10:01PM
Blueshift, the leading platform for intelligent cross-channel
engagement, today announced the launch of several capabilities for
intelligent activation of first-party data on paid media
destinations, addressing the needs of a post-cookie world.
In the current privacy-first digital environment, first-party
data is the cornerstone of growth. A study by BCG “brands that have
successfully adapted to the cookie-less future have seen their
digital marketing performance improve by 10% in the case of mature
enterprises and up to 100% for small and medium-sized
businesses”.
Blueshift’s new capabilities are designed to make activating a
brand’s first-party data more seamless and effective through its
Customer Data Platform (CDP). Key features include:
- Paid Media Destinations Integrated Into Journey
Builder: This latest release integrates a
range of paid media destinations, including Google, Meta, TikTok,
Snap, and 25 additional high-performing destinations, into
Blueshift’s journey orchestration canvas. This integration allows
marketers to seamlessly integrate top-of-the-funnel advertising
actions on paid channels with personalized 1:1 engagement on owned
channels like websites and email. For example, a marketer can
dynamically sync a customer to a paid media audience for
cross-sells when they exhibit specific actions during their
journey. Using cross-channel journey orchestration, the same
customer would receive personalized messaging over email or receive
relevant offers when visiting the brand’s website. Customer
profiles can also be suppressed from advertising audiences as soon
as customers perform actions related to conversion or engagement
along the journey.
- Native LiveRamp Integration with RampID
matching: Marketers can now dynamically
sync audiences from Blueshift’s CDP to LiveRamp for activation
across 500+ downstream destinations supported by LiveRamp.
Audiences can be onboarded and matched using either offline or
online identifiers. As dynamic audiences in Blueshift change, they
are incrementally synced into LiveRamp in addition to a full sync,
ensuring that paid media spending is not wasted on the wrong
audience. Customers who fall out of an audience are also available
for suppression.
- Deeper integration with the Google Ads
Ecosystem: The new release includes critical
features for marketers using first-party data on Google Ads.
Conversion events can now be synced using Google Enhanced
Conversions (using only hashed customer data without the need for a
GCLID) for Web and Leads, alongside the previously supported Google
Offline Conversions. All of these options for conversion tracking
are available as Quick Start Templates. Blueshift has also
introduced a native integration with Google’s BigQuery to ingest a
variety of data, including events from Google Analytics (GA4) and
other data related to advertising audiences.
“In a privacy-centric world, intelligent activation of
first-party data will be the biggest driver of growth,” said Vijay
Chittoor, CEO and co-founder of Blueshift. “I am excited that our
new capabilities and integrations enable marketers to seamlessly
activate all the data they have unified and stored in Blueshift’s
CDP.”
The new capabilities are immediately available to all Blueshift
customers with access to the Audience Syndications module. To learn
more, visit https://blueshift.com/product-update/july-2024/
About BlueshiftSan Francisco-based Blueshift
helps brands automate and personalize engagement across every
marketing channel. The Blueshift Intelligent Customer Engagement
platform uses patented AI technology to unify, inform, and activate
the fullness of customer data across all channels and applications.
With a customer data platform and a cross-channel marketing hub all
in one place, Blueshift gives brands all the tools they need to
seamlessly deliver 1:1 experiences in real time across the entire
customer journey.
Blueshift has been recognized in Gartner’s Magic Quadrant for
CDP, a Leader in GigaOm’s Radar for CDPs, and in the Deloitte
Technology Fast 500™ lists in 2020 through 2023 as one of the
fastest-growing technology companies in North America. Learn more
at blueshift.com.
- Audience Activation Meets Journey Orchestration
Janet Jaiswal
Blueshift Labs, Inc.
6507591339
janet.jaiswal@getblueshift.com