Data & Identity

DMP in Practice (High-Level)

How we unify, enrich and activate first-party audiences — privacy-first, portable, and DSP-agnostic.

Audience Strategy Education Engine

Overview

We use enterprise identity resolution and DMP tooling (e.g., LiveRamp + Adform DMP) to unify CRM, site and campaign data, build privacy-safe segments, and activate consistently across major DSPs. The specifics of our private playbooks are shared at onboarding.

First-party first. Every audience is explainable, consented and portable.

Ingest & Unify

Data we bring together

  • CRM records (hashed emails/IDs)
  • Web/app events and conversions
  • Campaign exposure & site actions
  • Consent states and preferences

Privacy by design

  • Hashing, salting and TTLs on identifiers
  • Purpose binding & honouring opt-outs
  • Data minimisation & residency options

Segment Building

Core patterns

  • Lifecycle cohorts (new, engaged, lapsed)
  • Propensity scoring from on-site behaviour
  • Contextual expansions from keyword maps
  • Lookalikes seeded from best converters

Quality controls

  • Minimum reach thresholds per channel
  • Recency windows by journey stage
  • Exclusions (employees, customers, sensitive contexts)

More detailed recipes live in our private AU/NZ creds and are shared during onboarding.

Activation & Portability

Identity resolution ensures segments map to DSP-ready IDs for consistent reach and frequency control. We maintain allow-listed destinations and refresh schedules so segments stay current without overexposure.

See how we balance signals in flight: A.R.T. framework.

Measurement Loop

  • Adserver delivery and verification joined to audience IDs
  • Attention and outcome lift measured by segment
  • Learning cards feed back into segment rules and creative

Dashboards: Reporting.

Governance & Compliance

  • Clear taxonomy, naming conventions and change logs
  • Suitability and verification enforced across activation
  • Audit-ready workflows and incident response

Related: Verification & Attention.

FAQ

Is this a CDP or a DMP?

We integrate with both classes of tooling. The important bit is consented data in, privacy-safe segments out, and portability across media.

Do you share audience models?

We share high-level patterns publicly. Detailed models and playbooks are provided during onboarding.

Want an audience workshop?

We’ll map your data, design segments and set activation rules. Full playbooks provided at onboarding.