Industry Experts Recognize the Opportunity at Stake
We are living in a new digital era where ad tech companies, brands, and publishers must make user privacy central to their strategy in order to survive and prosper. Privacy and consent should no longer be seen as a boring afterthought but rather an opportunity to innovate and differentiate by delivering better, more personalized customer experiences. By empowering users to control their own data, companies will reap the rewards of increased brand loyalty, improved customer retention, and higher ROI.”
“As someone who has spent the last 10 years of his life working directly with publishers, we are witnessing a giant paradigm shift in the way that data is transacted and utilized. It is imperative that the industry starts to embrace first party data, and the ever evolving ways to drive monetization results.”
“Ad tech and marketers for too long have been relying on third party data as the lifeblood that has driven their results. Consumers have woken up to the fact that they have become the product and regulators have stepped in to protect them. The time for a first party data ecosystem has fully arrived. The vision of Enigma Data is the most comprehensive I’ve seen, and the team is the right one to bring this to life. Enigma Data is a game changer for consumers to have full control over their data and realize the true value of it, and for marketers to have that 1:1 relationship with consumers that they’ve desired.”
Enigma Is Engineered for Marketing Leaders
HERE IS THE TRUTH: Here’s the truth: it is possible to say goodbye to 3rd party cookies if you build strong 1st party permissioned relationships with your customers. Unfortunately, consumer privacy has been neglected for far too long and the end result means that it is time for change. Enigma is leading that change – we have dedicated the last 15 months to solving the 3rd party data problem for CMOs of top tier brands.
3 years ago I inherited a privacy and compliance role on top of a data acquisition role at a data/analytics/MarTech company and I was charged with ensuring that over 180 apps and their 40 million monthly active users were in compliance with the company’s privacy standards.
I quickly realized that the ecosystem needed positive change and that companies could leverage this moment in history to make stronger, deeper connections with their customers while exceeding regulatory benchmarks posed by GDPR and CCPA.
I went to work and started socializing my ideas with other industry experts – turns out that the idea was so well received that these same experts decided to join the movement.
So in May of 2021 I decided to help CMO’s and their customers with the method and we’re on track to fuel billions of 1st Party Permissioned Consumer-to-Brand Connections.
The foundation of every corporate digital marketing strategy lies in 3 fundamental activities:
For the last 20 years, CMOs have relied heavily on acquiring customer data from data brokers or intermediaries. Unfortunately, this has resulted in poor consumer privacy practices and an unhealthy dependence on 3rd party data – which is now effectively useless in a cookieless world.
However, there is light at the end of the tunnel – we have learned that acquiring rich data directly from your customers, instead of from data brokers, results in lower data acquisition costs, and eliminates your unhealthy dependency on 3rd party data and cookies.
Historically, we have relied on cookies managed by companies, not consumers, to deliver personalized experiences (ad targeting).
Now is the time to give the consumer control of the cookie if we want to build/maintain customer trust. To do this we need to give customers the ability to control what data they share, who they share their data with, and how their data is used. When the consumer controls the cookie, not only does your relationship with them become 1st party, it fosters stronger bonds between the consumer and your brand resulting in higher brand loyalty.
Measuring ROAS has historically felt like a probabilistic game of pin the tail on the donkey.
However, by connecting the dots from person-to-impression-to-purchase, with the customer’s permission, you are able to deterministically close the loop on ad spend while turning buyers into loyal customers – enhancing your ability to drive loyalty and sales.
Virtually every top expert agrees:
“As the industry evolves, advertisers and publishers are facing new challenges to balance reach with consumer privacy and regulations. We all need to take a step back and put consumers at the center – driving value and humanizing the data exchange.”
Schedule a strategy session today to determine if your firm is a fit for Enigma’s Early Adopter Program
Enigma’s 1st Early Adopter Cohort will enjoy:
- 1st mover advantage
- Product roadmap influence.
- Risk free relationship. If we don’t deliver, you won’t have to pay.