AffinityX, a global leader in results-driven marketing and advertising solutions, has announced a strategic partnership with DrivenIQ, a consumer identity management company. This collaboration aims to enhance AffinityX’s new Audience Insights product, driving significant improvements in marketing campaign performance and efficiency.

• Partnership Overview:

  • AffinityX collaborates with DrivenIQ to integrate advanced identity management technology into its offerings.
  • DrivenIQ’s Audience Management Platform and identity graph are central to AffinityX’s new Audience Insights product.

• Key Features of AffinityX Audience Insights:

  • Provides valuable audience insights to improve marketing campaigns.
  • Fully opt-in solution that prioritizes customer privacy while accurately identifying customer types.
  • Enhances the precision of Ideal Customer Profile (ICP) lookalike audiences, improving targeting efficiency.

• Industry Context:

  • Despite Google’s decision to delay the deprecation of third-party cookies, their effectiveness is declining.
  • Apple’s AppTrackingTransparency (ATT) has led to a majority of consumers opting out of data sharing.
  • Potential changes to Google Chrome’s privacy practices could further impact web advertising, making solutions like AffinityX Audience Insights critical for advertisers.

• Statements from Leadership:

  • TJ Ceballos, AffinityX SVP of Product and Development:
    • Emphasizes the importance of DrivenIQ’s technology in delivering accurate audience insights and boosting marketing efficiency.
  • Vern Hanzlik, DrivenIQ President and CEO:
    • Highlights the partnership’s ability to help marketers identify and engage audiences across all channels, including restricted ones like Google and Meta, while maintaining privacy compliance.

• Benefits for Marketers:

  • Enables marketers to achieve higher ROI through precise messaging and targeting at scale.
  • Provides vital insights into ideal customers, allowing for more effective campaign execution across various channels.

The partnership between AffinityX and DrivenIQ marks a significant step forward in enhancing audience insights and marketing performance. By leveraging DrivenIQ’s advanced identity management technology, AffinityX is poised to deliver more precise, privacy-compliant marketing solutions that meet the evolving needs of global advertisers.