Semcasting Debuts 'Activate' Digital ID Control Platform

US-based targeting technology firm Semcasting has launched a self-serve identity (ID) resolution, audience design and attribution platform called Activate, to support clients handling customer relationship management data.

Semcasting's patented Smart Zones IP-based targeting solution matches customers, prospects and devices to their most used locations and media, for targeting purposes. Its Activate platform helps better control management of first-party data through a 'federated ID', where every user on every platform has their own unique ID for each use. According to the firm, this ID solution protects both consumers and marketers, reducing the risk that other vendors or platforms can compromise or misappropriate a brand's first-party data.

Marketers' first-party data is loaded locally, de-identified in the matching process, and then synced to the unique user ID of each media platform. User data is never copied or stored, and when the campaign is complete, Activate is able to resync media use of the IDs across multiple platforms in support of measurement and attribution.

In addition, Activate's cookie-free process delivers onboarding data for activation within minutes; and third-party data is integrated directly into the onboarding workflow. Ray Kingman (pictured), founder and CEO of Semcasting, comments: 'Activate provides transparency and control of the user's digital identity, for both the consumer and the brand. A cookie-free match process is required in this market at this time, but doing it with better matching and same-day time-to-market improves the efficiency of digital marketing'.

Web site: www.semcasting.com .