Captify, the leading search intelligence platform for the open web, has recently launched Search-a-Like audiences, a tool designed to help brands make the most of their first-party data. This tool was previously only available to select users in beta under the name Audience Amplifier, but is now accessible to all clients. As brands navigate through the phaseout of third-party cookies, there is a growing focus on utilizing first-party data for audience targeting. Search-a-Like audiences combines a brand’s first-party audience data with Captify’s extensive network of real-time onsite search data to reach qualified, highly relevant audiences on a large scale.
Captify uses advertiser’s audience data and matches it with their search data network to identify the most interesting topics and content for that specific audience. This information is then used to locate similar consumers across various channels. Advertisers can leverage this technology to target these audiences using Captify’s cookie-based or cookieless technology within a DSP of their choosing. Clients who have utilized this tool have seen a 5 percentage point increase in VTR (view-through rate).
By utilizing Search-a-Like audiences, advertisers can maximize their first-party data, expand their audience reach through deterministic search data, optimize their budgets, and effectively engage new customers. This tool enables advertisers to activate premium audiences within a quick turnaround time of 48 hours across all channels and devices through any DSP platform. Amelia Waddington, the chief product officer at Captify, believes that having a robust first-party dataset will be crucial for advertisers as third-party cookies are phased out. The audience amplification tool aims to enhance advertisers’ knowledge of their first-party data, provide deeper insights, and uncover new audience segments to help them achieve better campaign results. By connecting their own data with Captify’s search data, advertisers can gain a better understanding of consumer intent and sentiment in real-time, ultimately improving their targeting strategies.