In recent news, Captify has unveiled a new tool called Search-a-Like audiences that helps brands harness the power of their first-party data. Originally available only to a select group of users in beta under the name Audience Amplifier, this feature is now open to all clients. As third-party cookies are being phased out, brands are increasingly focusing on utilizing first-party data for audience targeting.
With Search-a-Like audiences, brands can combine their first-party audience data with Captivity’s vast network of real-time onsite search data, allowing them to reach highly relevant audiences in large numbers. Captivity’s technology enables advertisers to match their audience data with search data to determine the interests and content preferences of their target audience. This information is then used to identify similar consumers across various channels.
Advertisers can activate campaigns targeting these audiences using Captivity’s cookieless or cookie-based technology and measure the impact of their campaigns based on specific key performance indicators (KPIs). Clients using this tool have reported a 5 percentage point increase in VTR.
By utilizing Search-a-Like audiences, advertisers can leverage their first-party data, expand their audience reach, maximize their budgets and engage with new customers. This technology allows advertisers to activate premium audiences within 48 hours across all channels and devices through any demand side platform (DSP). Amelia Waddington, Chief Product Officer at Captivity emphasized the importance of first party data in the absence of third party cookies saying that this audience amplification tool will help advertisers enhance their understanding of their data and drive better campaign results by identifying new audiences and leveraging insights derived from search data.
In conclusion, Search-a
