• by Ray Schultz , Columnist, July 22, 2024

Brands can now integrate paid media with channels like email as part of new capabilities being offered by Blueshift. 

The new tools are designed to help users activate first-party data they have stored in Blueshift’s CDP. Marketers can integrate top-of-the-funnel advertising actions on paid channels with personalized engagement in owned channels such as email and websites. 

Case in point: A customer might exhibit certain actions in paid media. The marketer can use cross-channel journey orchestration to send personalized messaging over email or relevant offers on its website.

In another change, users can sync audiences from Blueshift’s CDP to LiveRamp. This will facilitate activation across 500+ destinations supported by LiveRamp, Blueshift says.

In addition, the new offerings include a deeper integration with the Google Ads Ecosystem. Conversion events can be synced using Google Enhanced Conversions. 

Blueshift has also formed a native integration with Google’s BigQuery to ingest data, including events from Google Analytics (GA4).

This is not intended as a sales pitch, but the new features are available to Blueshift customers with access to the company’s Audience Syndications module.

Blueshift cites a study by BCG stating that “brands that have successfully adapted to the cookie-less future have seen their digital marketing performance improve by 10% in the case of mature enterprises and up to 100% for small and medium-sized businesses.” 

“In a privacy-centric world, intelligent activation of first-party data will be the biggest driver of growth,” says Vijay Chittoor, CEO and co-founder of Blueshift.