Captify announced the launch of Search-a-Like audiences, a new tool that helps brands maximize their first-party data. Previously only offered to select users in beta as Audience Amplifier, this capability is now widely available for all clients.
With the third-party cookie phaseout now underway, brands are putting more of an emphasis on the use of first-party data for audience targeting. This new tool combines a brand’s first-party audience data with Captify’s rich, explicit, and real-time onsite search data network, the largest holder of onsite search outside the walled gardens, to reach qualified, hyper-relevant audiences at scale.
Captify matches an advertiser’s audience data with its search data network to understand which topics and content are of most interest to that first-party audience. This insight is then used to find similar consumers across every channel.
This new technology allows advertisers to activate against these audiences in a DSP of their choice using Captify’s cookieless or cookie-based technology. Advertisers can then measure the impact of their campaign against their specific KPIs. Clients using this offering have seen a 5 percentage point increase in VTR.
Utilizing Search-a-Like audiences helps advertisers leverage their first-party data, fill blindspots in their audience, scale up their audiences through deterministic search data, maximize their budgets, and find and engage new customers. Search-a-Like audiences can also activate premium audiences within 48 hours across all channels and devices, through any DSP.
Amelia Waddington, Chief Product Officer at Captify, said, “As third-party cookies gradually get phased out, having a strong first-party dataset will become critical for advertisers.
“Our new audience amplification tool will enrich advertisers’ understanding of their first-party data by unlocking deeper insights and identifying new audiences for them, helping them maximize the possibilities of their own data assets and driving better campaign results.
“Search is one of the best indicators of consumer intent, so by tying their own data with Captify’s search data, advertisers will have a much better idea of consumers’ real-time interest and sentiment around their brand,” Waddington said.
