AffinityX and DrivenIQ Collaborate to Advance Audience Targeting

In August, 2024, AffinityX, a global leader in results-driven marketing and advertising solutions, announced a groundbreaking partnership with DrivenIQ, a company specializing in consumer identity management. This collaboration introduces AffinityX Audience Insights, a new audience segmentation product that promises to enhance marketing campaign performance and efficiency.

TJ Ceballos, Senior Vice President of Product and Development at AffinityX, highlighted the significance of this partnership: “DrivenIQ’s Audience Management Platform and identity graph are crucial assets for our market offering. Their technology empowers AffinityX Audience Insights to deliver actionable audience insights, driving substantial improvements in marketing strategies. This fully opt-in solution ensures accurate customer identification while maintaining privacy. The precision of our initial audience also refines the accuracy of the ICP lookalike audiences we generate.”

The launch of AffinityX Audience Insights comes at a critical time as the effectiveness of third-party cookies continues to wane, despite Google’s recent decision not to phase them out. Meanwhile, Apple’s AppTrackingTransparency (ATT) has seen most consumers opting out of data sharing, further complicating the landscape. Google has hinted at similar changes for Chrome on desktop, signaling a shift that will align web advertising more closely with mobile app advertising practices.

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According to DrivenIQ President and CEO Vern Hanzlik, “DrivenIQ is excited about this partnership because it gives advertisers and enterprises vital insight into who their ideal customers really are.” “Marketers can now identify and interact with their audiences across all channels—even highly limited ones like Google and Meta—while maintaining privacy compliance by using our VisitIQ Audience Management Platform. As platform developers, we’re committed to assisting international marketers in maximizing return on investment through large-scale, targeted messaging.