SALT LAKE CITY — Aptivada no longer exists.
A major rebrand has transpired, one that includes an updated name, logo, and branding. The company says it’s been done “to demonstrate its evolution and refined mission to help companies collect, enrich, and activate their customers’ first-party data.”
The new name of Aptivada? It’s Audience.
Why? Creighton Green, a co-founder, explains, “Our mission for the last 10 years has been helping companies grow their audience through innovative digital experiences, so it’s only fitting that our new name and branding reflect what we do best. As the marketing landscape continually changes, brands need to better understand and cater relevant campaigns to their customers. Our platform is proven to effectively capture, enrich, and activate this crucial data while keeping data security and privacy at the forefront.”
With the imminent deprecation of third-party cookies, organizations will no longer have access to the data they have heavily relied on for marketing. Additionally, the increase in privacy laws and regulations around customer data sharing makes collecting zero-party and first-party data more important than ever. “Organizations must rethink their data-collection strategies to own and grow their audience and implement methods to continually learn and tailor their marketing campaigns and content,” Audience says.
Brian Green is the other co-founder of Audience. He comments, “With more than a decade of experience working with thousands of companies worldwide, our biggest strength is collecting customer data and enriching existing customer profiles. Our mission, when it comes to data collection, is to empower brands to build trust and provide a clear value-exchange with their customers. We believe individuals are willing to share their data, interests, and preferences with brands once they have a clear understanding of how it will be used and what they’ll receive in return.”
One high profile client is iHeartRadio. “In the six years of partnering with Aptivada, we have always been impressed with their unique set of product capabilities and have seen them consistently refine their platform and tools along with the ever-changing digital landscape,” said Chris Williams, the audio content creation and distribution giant’s Chief Product Officer. “Moving forward, we’re confident Audience will build on our shared past to provide us with an innovative and reliable marketing solution that will expand our digital and social audiences while providing new opportunities to our advertisers and partners.”
An updated platform, which includes an advanced look and feel and mirrors the importance each marketer has to capture, enrich, and activate first-party data, is set to accompany the rebrand. A new Audience Experience Platform is currently in beta with a few customers and is scheduled for general release in Q2 of 2022.
— Randi P’Pool, with editing by RBR+TVBR West Coast Bureau
To learn more about Audience and to request a demo go to www.audience.io.
