Brand to Brand collaboration

Hey everyone, my name is David Gao, one of the product managers on Realtime CDP collaboration. In this video, I’m going to be introducing brand-to-brand collaboration, a new collaboration pattern that we’ve just launched in Realtime CDP collaboration. We’ll be covering the use cases for brand-to-brand, as well as the newly launched features such as private connections, bi-directional activation, and a new updated activate tab. Realtime CDP collaboration now offers two collaboration patterns for marketers and advertisers.

With the new introduction of these newly launched capabilities, marketers and advertisers can now leverage the brand-to-brand features to create connections with other collaborators regardless of their account type. Advertisers and marketers can now securely collaborate on co-marketing, campaign planning, email marketing enrichment, and more use cases. Leveraging these brand-to-brand capabilities, they can now work across internal business units with strategic partners or retail media networks all within our marketer-built user interface.

Now let’s dive into a brief demo where I’m going to demonstrate two brands such as the Luma Group, a global retail holding company, and Luma, their flagship brand. These internal business units are now allowed to collaborate together to better understand Luma’s audiences across the Luma Group portfolio. In the collaborator account page, you’ll notice here that we now have a connect code, a unique code generated for each collaborator account. This code can be used to create a private connection with another account on Realtime CDP collaboration. This code can be refreshed at any time for security or privacy purposes and any established connections using a previously generated connect code will remain active. Once you have received your collaborators connect code outside of the platform, you can now navigate to the connect page and click on this plus button to input your collaborators connect code. Now that the invite has been sent, Luma, the advertiser, can go ahead and accept the invite from Luma Group. Once we accept this invite, we can go ahead and get started on the connection settings. Here, Luma Group can now set up the connection settings. In this connection setting, you’ll notice that we now have a new audience activation setting. This setting determines who can activate audiences to their collaborators. In this drop down, you can see we have three options such as Luma Group, Luma Only, or both. You can choose a single collaborator or allow both collaborators to activate audiences. Now let’s go ahead and get started on this connection setting.

Now that Luma Group has finished creating their connection setting, they can now create projects with Luma to discover mutual customer overlaps, share audiences with each other for either enrichment or targeting audiences across the Luma Group’s portfolio brands. Let’s take another example of FitAthletics, an online retailer that also operates as a retail media network. Luma and FitAthletics are interested in running an onsite campaign to promote a new summer collection. Let’s go ahead and create a new project with FitAthletics for this upcoming summer collection campaign.

Luma can now run audience overlaps at a click of a button and understand the different audience inventory that Luma can target. Luma knows that the digital shoppers audience typically performs well and is interested in using this audience as a seed audience for targeting. Looking at the FitAthletics audiences, I’m interested in the athletic apparel audience. I’ve noticed that this audience has a low 11% overlap. This might be a good audience for me to suppress and target against. Now that I’ve determined my audience, I can go ahead and activate the overlap audience to FitAthletics. Let’s go ahead and click into the activate tab. I’ll select the digital shoppers audience and you can see that there’s 71,000 overlapping identities that will be activated to FitAthletics. Let’s go ahead and activate this. Now that we’ve activated this audience, you can see this new activate tab with the audience I’ve activated to my collaborator showing up in this sent audiences section. Let’s look at the view FitAthletics sees. In the same project under the activate tab, you can see that the audience has now been activated to their real-time CDP destination. Thank you for watching this video and be on the lookout for more new and exciting features for brand-to-brand capabilities.