Cheetah Digital’s acquisition of Wayin Inc. aims to bring first-and ‘zero-party’ data to marketers
The latest move from Cheetah Digital seeks to bring better customer data to marketers while keeping compliance at the forefront.
Direct marketing provider Cheetah Digital announced that it has acquired data solutions firm, Wayin Inc.
Why we should care
As consumers become increasingly wary of handing over their personal data to brands, Wayin’s technology gives marketers the opportunity to create digital experiences that deliver value to the consumer in exchange for their data. Since zero-party data is proactively provided by the consumer, the solution could enable digital marketers in the Cheetah Digital ecosystem to stay in compliance with GDPR and other privacy regulations while creating more opportunities for advanced personalization.
“Marketers have never faced a tougher challenge than they do today. Consumers are demanding personalized experiences, global consumer privacy regulations mount, trust in and effectiveness of third-party sources deteriorates, and CEOs demand greater efficiency of their marketing spend. Smart marketers are turning to zero- and first-party data, to not only be compliant and build customer
Wayin’s enterprise platform joins the Cheetah Marketing Suite and Cheetah Loyalty platform.
More on the news:
- Marketers can expect to be able to create and execute campaigns and experiences across any digital channel to generate consumer data.
- Data generated from Wayin’s interactive experiences will flow into Cheetah Loyalty or Cheetah Digital Marketing suite, allowing marketers to target leads with triggered, personalized messaging based on users’ self-reported data.