The Goodway Group sews the identity graph together as a first-party complement to the brand

Amanda Martin, SVP of Goodway Group Corporate Development and Strategic Partnership

With new first-party ID solutions flooding the market, the advertising industry is looking for ways to increase campaign targeting and attribution by matching different first-party data sets.

To that end, Goodway Group has developed its own first-party ID solution called Passport One.

The tool allows advertisers to connect to multiple data sets in one place. This saves them the time and hassle of connecting one-on-one between themselves, says Amanda Martin, Goodway’s SVP on corporate development and strategic partnerships.

Agencies such as Passport One Publishing, IPG and Accenture intend to compete with similar solutions. However, according to Martin, brands for these solutions already have a lot of first-party data to match with other data sets for their disposal. Goodway Group Passport One is designed to be equally useful for advertisers who have large first-party data sets and brands who do not prioritize first-party data collection.

“You need to come up with solutions for brands that don’t already have first-party data, so that they can scale their marketing campaigns as easily as those who do,” Martin said.

Data signal

The Passport One database contains approximately 300 million consumer profiles, 500 million anonymous email addresses, and 126 million US household data, compiled from a variety of first-party signals, including offline data, agreed-upon online data, and log-level campaign data.

Unlike other agency data platforms, Goodway did not acquire the companies responsible for compiling these offline data sets or purchase the data sets themselves, Martin said. Instead, Goodway acts as a link between proprietary data sets provided by advertisers and independent data brokers.

Goodway clients use Passport One to match their own first-party data and PII with these complementary data sets. Once matched, they will better understand the target customers through a given campaign. The Identity Tool is designed to be used for open web programmatic deals as well as direct deals.

Goodway will work with its clients to determine their existing first-party data gaps and which first-party data solutions match their needs. The agency will examine how a client’s data collection processes affect its targeting capabilities and whether other signals, such as relevant data, may be more effective, Martin said.

For example, Goodway is working with a national retailer to enrich first-party data that retailers have collected from their Consumer Relationship Management (CRM) platform by adding more than 100 lifestyle and demographic features from complementary data sets, Martin said.

The Passport One solution symbolizes Goodway’s strategy for how the post-cookie advertising ecosystem will vibrate. Third-party cookies will not be replaced by a single first-party targeting solution, but will be replaced by a variety of first-party signals. These signals must be tailored to the needs of individual brands and campaigns, Martin said.

Significant audience

Martin said a particularly powerful way to overlay first-party data is to be able to overlay audience insights drawn from a specific geographic location with purchasing behavior to create a custom target audience.

“The exciting part here is that the granularity of geo-targeting is layered with a lot of data points,” he said.

Martin said any targeted audience created through the use of Passport One would be anonymized, without targeting individual users one by one.

As a result of cookie depreciation in Chrome in late 2023, Goodway Group sees this delay as an opportunity to test its Passport One offer against the cookie-based targeting solutions still in use in the market.

“Cookies were a simple button but not necessarily the best solution. And when [post-cookie solutions] Can [targeting] More complex, however, does not mean that the same results cannot be achieved, “said Martin.

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