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Successful advertising is about more than reaching an audience—it's about whether that reach leads to real-world outcomes. For brands, measurement is just as crucial as activation. They need to understand if their campaigns are driving sales and engagement. Gaining this data, however, often presents a challenge, especially when it involves navigating privacy concerns and complex relationships with retailers.
The Data Gap Between Brands and Retailers
At the heart of this challenge lies a critical dilemma: When a customer purchases a product after seeing an ad, that information is stored with the retailer, not the brand. This creates a disconnect between brands, who need insights into their campaign performance, and retailers, who are hesitant to share their data.
Retailers are wary of sharing data for several reasons, including:
- Privacy concerns: Sharing personally identifiable information (PII) can expose consumers to risks, and businesses to legal and regulatory challenges.
- Data protection: Retailers view their data as proprietary intellectual property. Sharing it could reveal valuable insights into their operations and customer base, compromising their competitive advantage.
- Customer trust: Retailers have built strong relationships with their customers. Data sharing could undermine that trust if mishandled.
The tension between these two sides—brands wanting data and retailers needing to protect it—creates a significant gap in the advertising ecosystem.
The Solution: Secure Measurement Without Sharing PII
This is where Karlsgate steps in, offering a secure solution to bridge this data gap. Karlsgate’s technology enables brands and retailers to collaborate for audience insights and campaign measurement, without ever needing to share PII or sensitive business data.
Through Karlsgate, remote data linking becomes a secure, privacy-compliant process. Brands and retailers can confidently work together to measure the success of advertising campaigns, comparing sales data with activated audience data, all while ensuring that no PII or persistent IDs are shared.
The benefits of collaboration no longer have to come at the cost of privacy and security. Karlsgate allows both parties to retain control over their data while gaining the insights they need to drive future campaigns.
Ready to try it out? Learn more or get started here.
