AffinityX Audience Insights Enables Segmentation of Audiences Across All Media — Even Walled Gardens

AffinityX, the global leader in results-driven marketing and advertising solutions, has announced its partnership with consumer identity management company DrivenIQ.

Using our VisitIQ Audience Management Platform, marketers can now identify and engage their audiences across all channels—even heavily restricted channels like Google and Meta—while remaining privacy compliant.

DrivenIQ’s Audience Management Platform and identity graph are key differentiators for our go-to-market offering,” said TJ Ceballos, AffinityX Senior Vice President of Product and Development. “This technology enables AffinityX Audience Insights, our new audience product, to deliver valuable audience insights and drive significant improvements in marketing campaign performance and efficiency. This fully opt-in solution facilitates the accurate identification of customer types while prioritizing privacy. The accuracy of the initial audience also enhances the precision of the ICP lookalike audiences we create.”

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AffinityX Audience Insights is important because while Google has decided not to deprecate third party cookies, their effectiveness has already been in steep decline.

Apple’s AppTrackingTransparency (ATT), which asks people to say yes or no to sharing their data has already resulted in most consumers saying no.

Google has strongly hinted that they will do the same with Chrome on the desktop, which will mean web advertising will more strongly resemble mobile app advertising.

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“DrivenIQ is excited about this partnership because it gives advertisers and enterprises vital insight into who their ideal customers really are,” said DrivenIQ President and CEO Vern Hanzlik. “Using our VisitIQ Audience Management Platform, marketers can now identify and engage their audiences across all channels—even heavily restricted channels like Google and Meta—while remaining privacy compliant. As platform builders, we’re dedicated to helping global marketers drive ROI through precise messaging and targeting at scale.”