Composable CDP GrowthLoop and information company TransUnion have announced a new partnership to optimize audience reach and ad spend. The partnership will bring together GrowthLoop’s CDP capabilities and TransUnion’s TruAudience Marketing Solutions. TruAudience’s identity graph is based on data from more than 98% of U.S. consumers.
The problem that is the focus of this partnership is the reported low match rate between a business’s first-party data and the third-party data from advertising platforms like Google and Facebook. This can lead to campaigns reaching non-optimal audiences. The claim is that GrowthLoop users, by having access to TransUnion’s data, will be able to achieve better identity resolution and enhanced audience reach.
Dig deeper: TransUnion unveils enhanced identity graph for marketers
Benefits of GrowthLoop’s Enhanced Match Rate. Enhanced Match Rate, as the new capability is called, is aimed at:
- Engaging higher percentages of target audiences on paid channels.
- Better suppressing current customers or recent purchasers.
- Supporting more seamless cross-channel experiences.
- Driving more meaningful data from campaigns.
The solution will be available to GrowthLoop customers in the first half of 2024.
Why we care. Marketers are not giving up on audience reach just because third-party cookies are set to be deprecated on Chrome. Among the many alternatives are identity graphs that can match data from different sources to a unified profile. TransUnion, with its background in credit reporting, is just one of the businesses out there sitting on a ton of audience data. Make that data accessible in a CDP and just maybe you’ll be reaching the right audience — and in a privacy-compliant way.
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
