Media agency Hatched has created an identity solution, Hatched iD, to better reach existing and new audiences, drive engagement and ultimately effectiveness.
Hatched iD takes client first-party data and enriches it through large-scale strategic data partnerships. This enriched data is then managed and leveraged with LiveRamp’s proprietary technology.
Hatched's clients upload their own first-party data directly to a data enablement platform without the agency seeing or touching it. The data is then distributed to ad platforms and publishers including Google, Meta, and more than 70 publishers. Throughout the entire process, the data remains the property of the client not Hatched.
Hatched iD optimises the efficiency of media planning and buying, powering people-based marketing at scale, a rare and unique capability for an independent agency.
“For clients that want to activate first-party data, we have a privacy-compliant way to do that without having to rely on walled gardens," says Hatched's Head of Digital, Data and Tech Denise McCormack.
“Hatched iD integrates seamlessly with existing tech stacks but is also a great option for those businesses that don’t have customer data platforms or demand-side platforms. The Hatched iD is a fast and effective way to leverage first-party data without complicated and expensive tech integration.”
Hatched iD primes the agency and its clients for proposed data privacy changes expected to be legislated as early as 2024. “This will be fundamental for us to successfully manage our client's data long term," says McCormack.
To bring Hatched iD to life, Hatched has become a licensed reseller of LiveRamp products, the final piece in the ID solution puzzle.
LiveRamp’s COO of APAC Melanie Hoptman, says developing a sound first-party data strategy and moving away from third-party cookies and device-based identifiers has been proven to yield immediate benefits.
"LiveRamp’s fully interoperable and neutral infrastructure helps to maximise the value of first-party data for whatever ad tech stack clients may have, and we’ve been interoperable with solutions like UID since the beginning," says Hoptman.
Hatched ID is already being utilised by the agency’s clients including CPA Australia (CPAA).
CPAA is currently utilising the Hatched iD for an acquisition campaign to increase member growth. The campaign sees CPAA’s first-party data activated across programmatic display to reach a more qualified audience and re-engage with potential customers who have shown interest but haven't completed the application process.
The creation of Hatched ID is a key pillar in Hatched’s pledge to go cookie-less by 2024. Progress has already been made with almost half the agency’s programmatic buys cookie-less.
"We're not going to wait for them to disappear. Our aim is to have our clients cookie-less by 2024," says McCormack.
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