You have budget allocation, you have messaging and graphics, and you’re ready to pull the trigger on a great targeted marketing campaign. But wait, are you forgetting something critical? Are you getting the right consent from your audience?
Major ad platforms like Google Ads require obtaining and signaling user consent for you to maintain full access to all their features, including personalization and targeted advertising. Don’t risk wasting thousands of dollars of your ad budget and scrapping that remarketing campaign by failing to get consent.
Usercentrics Audience Unlocker is the answer. It enables digital marketers to obtain valid user consent that can be seamlessly signaled to the ad platforms you rely on. So you can continue to leverage Google Customer Match and enhanced conversions, and will soon also include LinkedIn custom audiences, Meta custom audiences, and other re-engagement tools.
Read on to learn how you can seamlessly obtain and sync consented first-party data to fully leverage retargeting while staying compliant with privacy regulations and building trust and engagement with your audience.
What is Audience Unlocker and why do you need it?
Audience Unlocker is a lightweight, focused solution that simplifies consent management for digital marketing. It delivers secure data capture and directly integrates with Google Ads so you can seamlessly obtain consent from users and sync valuable first-party data with your marketing tools.
Zero-party and first-party data are valuable because they come directly from customers and website visitors. Zero-party data is provided voluntarily, e.g. through surveys, feedback forms, or review, or account settings and preferences. First-party data is collected by your company via website analytics of user activities, customers’ purchase records, email and social analytics, and other sources. As this data directly reflects user actions, it helps enable better predictive analysis and segmentation, among other functions. Explicit user consent is increasingly required to process first party data, but it’s easy to provide clear information about the use and value for customers.
The Digital Markets Act (DMA) also brought strict consent requirements to big tech platforms. To achieve and maintain compliance, those gatekeeper companies, including Google, have put in place their own requirements for their customers, affecting millions of companies and their advertising programs. Proof of consent is required for digital marketers to maintain full access to critical advertising functions, including personalization and remarketing. Each consent choice must also be traceable, retrievable, and revocable.
How can Audience Unlocker benefit your marketing activities?
Remarketing improves recall for your brand, conversion rates, ROI, cost effectiveness of campaigns, and more. It also requires personal data, which requires user consent. But you want the best quality data you can get. It requires less slicing and dicing, saving time and resources. It also enables better targeting and higher engagement and conversions.
Additionally, data privacy regulations typically mandate data minimization. You can only collect data you need for specific, stated purposes, and retain it only as long as you need to fulfill them. If your marketing purposes change, you need to obtain new consent as well. So getting the highest data quality means you need less data overall, enabling minimization compliance.
This means you want zero- and first-party data directly from your customers. It’s up to date, accurate, and comes with their consent. Use of third-party cookies is increasingly being deprecated, and third-party data continues to become less effective.
To provide the great user experience requirement to optimize consent rates, marketers need robust and user-friendly consent and preference management. Customers become more comfortable providing more data once they trust that you respect their privacy, and when they know they’re in control of it over time. That’s what Usercentrics Preference Manager and Audience Unlocker are built to deliver.
Meet ad platforms’ requirements, as well as those of laws like the GDPR and CCPA. Provide a fully customizable and user-friendly way for your customers to manage their consent and preference choices, which are then seamlessly signaled to ad platforms so you can maintain and grow your personalized marketing activities.
Audience Unlocker is especially valuable for small and mid-size companies with limited legal and technical resources, removing the need to implement specialized, resource-intensive consent solutions for privacy compliance.
Online marketplaces can improve customer return rates with personalized and well targeted ad experiences. Ecommerce and retail organizations can better target returning costumes with personalized ads. Finance, insurance, and healthcare companies can maintain engagement or re-engage users while meeting privacy compliance requirements. The travel and hospitality industries can re-engage past visitors and future travelers with tailored offers.
How will you use Audience Unlocker to level up your targeted advertising?
Audience Unlocker and Google Customer Match
Google Customer Match enables businesses to leverage their first-party customer data to target ads more precisely across Google’s platforms, including Google Search, YouTube, and Gmail.
Companies can create custom audiences that match their existing customers by uploading customer information, helping to personalize ad experiences and drive higher engagement.
Google Customer Match is particularly valuable for remarketing campaigns, as it enables businesses to reconnect with users who have previously interacted with their brand. But companies must ensure that the data they use is compliantly collected and processed according to regulatory requirements and Google’s policies.
In many regions, this requires explicit and informed customer consent to access personal data. This is where Preference Manager and Audience Unlocker are valuable. They simplify consent management and privacy compliance, while helping you maximize the effectiveness of your Google Customer Match campaigns on Search, Shopping, Display, YouTube, and Gmail.
Audience Unlocker addresses marketing challenges
Audience Unlocker extends the value of Usercentrics Preference Manager and specifically benefits your use of Google Customer Match by centralizing consent management and consent signaling as required by those platforms. We will also be extending coverage to Meta, e.g. with Facebook Audience Ad Targeting and custom audiences, and LinkedIn Matched Audiences.
Audience Unlocker is easy to set up, integrates directly into your existing forms, and syncs seamlessly with Google Customer Match. You activate customers’ high quality and consented data and boost the efficiency of your retargeting campaigns across platforms.
Audience Unlocker features
Take a look at some of the handy features that help protect your marketing activities and boost efficiency.
- Integration with your existing web forms: No need to build separate interfaces, you can easily plug Audience Unlocker into existing registration and contact forms.
- Automated data synchronization: Get real-time updates to ensure that consented data is accurately signaled to Google’s ad platform, preventing the risk of compliance gaps.
- Compliance dashboard and audit logs: Maintain visibility into all user consent actions over time so you meet regulatory and business requirements for transparency and traceability.
- User-friendly dashboard for your users: Your users can access a dedicated and easy to use dashboard within the Preference Center to view and update their privacy and preference choices.
How can you get Audience Unlocker?
Join our waitlist — click on Get Free Early Access and you’re in! Become an early adopter and try it for free.
