Celebrus has added to its reputation as the most open of the first-party data capture and identity resolution platforms available, with a new strategic partnership with Optimizely. Optimizely One is a digital experience platform that includes a web experimentation module and a feature experimentation module. The announcement indicates that a new integration between the Celebrus platform and the experimentation platform is now available to customers.
Connecting these two solutions will enable users to deliver compliant, high-quality first-party data from Celebrus to optimizely. It will enable users to power the personalized experiences that Optimizely can help deliver to their clients.
Brands must seek to understand their audiences better. The best way to achieve that is to obtain trusted first-party data. The Celebrus platform can provide this information because it captures comprehensive real-time data.
The platform can connect data points with identities using its first-party identity graph. Once integrated, Optimizely users will have a powerful information resource to understand customer profiles better. That allows them to create campaigns that are hyper-personalized at scale across the whole customer journey.
Jeffrey Cheal, VP, Global Strategic & Technology Partnerships at Optimizely, commented, “Celebrus’ first-party data and identity graph add unparalleled depth to Optimizely’s platform, giving brands a robust, privacy-compliant view of each customer journey. With Celebrus, brands gain the data precision needed for more accurate, impactful experimentation and personalization.”
Why this still matters
While many firms were preparing for the deprecation of third-party cookies, Google has since announced that the decision, delayed to 2025, may be cancelled.
In a blog by Anthony Chavez, VP Privacy Sandbox, Google, he said, “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”
However, until and even if this becomes reality, there is still a period of uncertainty that will mean firms will need to continue to get the information about customers they need.
In addition, the tightening regulations and efforts of organizations such as noyb to ensure that firms comply with those regulations mean there is a need for organisations to clean up their acts as soon as possible.
Bill Bruno, CEO of Celebrus, added, “Our partnership with Optimizely enables brands to address a critical need: building deep, identity-driven relationships with customers in a compliant, data-secure way. Together, we’re setting a new industry standard for personalization that meets both market demand and regulatory requirements.”
Benefits of the partnership
Celebrus has flagged three key benefits of the new relationship:
- Celebrus provides real-time, fully consented first-party data that meets GDPR and CCPA standards, with the data remaining under full brand control. The rich, compliant data will feed into the Optimizely platform to help power experiences.
- Customers are able to build a Unified Identity Graph with Celebrus. The Celebrus’ identity resolution seamlessly tracks users from anonymous to known across devices. It then constructs a first-party identity graph that empowers brands to deeply understand and engage their audiences.
- With Celebrus-enhanced data, Optimizely’s platform can run precise experiments and deliver highly relevant, adaptive experiences across the entire customer journey. Optimizely’s customers leveraging Celebrus can now deliver these personalized experiences at a scale and nuance that has not been possible before.
Enterprise Times: What does this mean
The new integration is available now, though several unanswered questions about it pertain to existing customers and prospects. No price is given for the integration; it may be free of charge for existing customers, but this is unclear. The Optimizely partner listings do not yet have an entry for Celebrus; hopefully, this will change soon.
Celebrus has added yet another partnership this year, as it strengthens its reach into different markets. Earlier this year, it announced a partnership with Merkle to launch CXM Signals and another with OnMarc to revolutionize fraud prevention.
