MiQ, a programmatic media accomplice for manufacturers and companies, has introduced a set of capabilities to assist promoting efficiency in a post-third-party cookie setting. The package deal features a new identification graph, an expanded partnership with information enablement platform LiveRamp and a partnership with Similarweb to entry contextual information.
Identification Backbone. MiQ’s new proprietary identification graph, Identification Backbone, connects a number of digital IDs from suppliers with first-party information to create privacy-compliant, addressable cohorts for entrepreneurs and advert consumers. It’s already processing and connecting greater than 100 million identities per week. It’s going to additionally ingest third-party information feeds by way of MiQ Analytics Studio.
RampID. The partnership with LiveRamp for first-party information onboarding is increasing past the U.S. to incorporate the U.Ok. and Australia and can quickly attain Germany. As well as, purchasers will have the ability to activate campaigns on RampID (previously Identification Hyperlink), LiveRamp’s people-based identification graph.
An eye fixed on contextual. Along with offering entrepreneurs and advertisers with addressable cohorts, MiQ will work with digital intelligence vendor Similarweb to entry web-based contextual information constructed on billions of day by day alerts together with natural and paid key phrase rankings and lookalike domains.
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Why we care. Within the face of the challenges posed by the upcoming cookieless promoting setting — what the IAB CEO has known as a “slow-motion practice wreck” — entrepreneurs wish to companies and tech suppliers to resolve addressability. Numerous events are putting their chips on quite a lot of methods. MiQ shows agility by hedging its guess by itself multiple-identity graph with entry to LiveRamp’s giant and well-established various, in addition to a contextual promoting choice. There must be a profitable quantity there, proper?