How Data Platforms Are Changing the Way Marketers Reach Audiences

Change is inevitable, but recent changes in the marketing landscape have come at breakneck speed. From new buying behaviors as a result of the pandemic to privacy shifts, marketers in 2022 have had to rapidly adapt to the business environment.

In spite of—or rather, because of—these challenges, data marketplace platforms have reinvented the way marketers can reach their audiences. Innovative platforms are flipping the script by offering solutions that adhere to data privacy regulations while giving marketers improved, streamlined access to accurate third-party data. Here are a few of the reasons the team at OMI and many of our customers are all in on these all-in-one platforms:  

• Volume

Data marketplaces have third-party data from multiple quality providers, offering marketers one-stop access to hundreds of millions of contacts.

• Depth

Because data is gathered from multiple providers, there is greater depth, especially for firmographics and technographics. Customers can use a data platform to build audiences from scratch to fuel acquisition campaigns.

• Convenience

Data platforms offer an all-in-one solution to source audience data and then take the anonymized IDs to a demand-side platform for omnichannel campaigns.

• Privacy

Data is anonymized and does not contain personally identifiable information (PII), so it cannot be used to trace an individual's identity.

There’s been no shortage of innovation when it comes to data marketplaces, with some truly groundbreaking platforms designed to meet a variety of data needs. For example, OMI’s SMB and medical market data is available through the LiveRamp Data Marketplace, enabling digital marketers to better reach these valuable B2B audiences without the hassles of dealing with multiple data providers or worrying about data privacy concerns. LiveRamp’s RampID identity graph is the largest deterministic graph on the open internet, with more than 250 million anonymized customer profiles and identifiers for B2B contacts and individual consumers in the U.S. and many more worldwide.

Alternately, Grist Mill Exchange connects commercial data providers with U.S. government agencies. More than 50 million business contacts from OMI’s SMB and Small Office Home Office (SOHO) database, which is part of our overall B2B database, are available on this platform along with our intent monitoring service, to deliver ongoing data insights into content consumption patterns to government agencies.

Another exciting platform that we’re proud to now be a part of is the Snowflake Marketplace. Snowflake’s Media Data Cloud enables businesses to “dynamically share, join and analyze collaborative data for identity, audience insights, targeting, activation, and measurement.” The cloud platform empowers marketers with the tools to fuel campaigns all in the Snowflake environment – without moving or copying the data for greater privacy. (Check out our recent news on our partnership with Snowflake here.)

Sure there are challenges, but with new data solutions and insights, the potential for marketers to drive business growth is higher than ever. Data platforms are becoming more prevalent because brands are reaping the value they offer. Please connect with me or my team if you have questions about how to best leverage these new platforms in today’s changing market.

Over 75 million of OMI’s 80 million manager-level and above contacts are matched to the LiveRamp RampID graph, including 65 million records from our SMB and medical market databases. Contact us today to learn more about building a custom audience.