stThe event brought together industry experts from data collaboration company Omnisient and media agency Meta Media, who discussed the opportunities and challenges posed by 1Understanding the power of 1-party data, described by Omnisient co-founder Anton Grutzmacher as data that is owned and generated by an entity.
For example, Flow’s collaboration with South Africa’s leading ‘cashback club’ SnapnSave gives brands an opportunity to target a hyper-targeted audience of high-intent South African shoppers that is processed in accordance with the Protection of Personal Information Act . This type of collaboration gives them access to their ideal audience, which leads to improved user experience and higher Return on Investment on marketing efforts.
Partnering with tech and data solution providers like Flow and Omnisient mitigates these risks for business allowing them to connect with hyper-targeted audiences without doing any of the heavy lifting.As businesses grapple with the complexities of data management, the role of agencies will become increasingly vital.