Equativ

Context: UTIQ and Equativ have joined forces to revolutionize the digital advertising landscape, combining their expertise to deliver enhanced solutions for a more effective and privacy-first ecosystem. In this tutorial, we’ll guide you step-by-step through the key use cases you can implement on the Equativ platform, showcasing how UTIQ’s capabilities unlock new opportunities and maximize performance in your campaigns.

Objective of this page: Welcome to this step-by-step tutorial where we explore how to utilize the Equativ platform to execute key advertising use cases powered by UTIQ. By leveraging the strengths of UTIQ’s privacy-first capabilities, you can optimize your campaigns to achieve superior results while respecting user privacy.

In this guide, we’ll cover two essential use cases:

1. Reach & Frequency

2. Data Onboarding for Targeting and Exclusion.

Each section includes detailed explanations and practical guidance.

Use Case 1: Reach & Frequency

2 Different objective:

• Targeting UTIQ-enabled Impressions: Ensure that your campaigns only reach impressions tied to UTIQ tokens, aligning with privacy-compliant targeting.

• Additionally you can set up Frequency Capping: Limit the number of times a user is exposed to an ad, based on a frequency cap defined by the advertiser.

Implementation Steps:

1. Set UTIQ as the Targeting Filter:

   1. Login the Equativ platform (EBC)
      

      

   2. Navigate to the campaign settings and apply the UTIQ token filter under Data Marketplace and then Alternative ID provider. This ensures the campaign delivers ads exclusively to UTIQ-enabled impressions.

      

   3. Once selected you can be sure because UTIQ is highlighted in orange on the interface:
      

      

2. Apply a Frequency Cap:

   1. After selecting Utiq as alternative ID provider, you can mote to the next page clicking on “Create Deal”
      

      

   2. In the frequency management section:
      

      

   3. Define the maximum number of times a single user can see your ad.
      

      

      For example, if the cap is set to “3” per day, no individual will see the ad more than three times during the campaign’s duration.
      
      This helps prevent overexposure and ensures a balanced user experience.

3. Activate the Campaign: Once the reach & Frequceny rules are in place, you can launch your deal filling the info regarding the DSP that is receiving the deal to activate the campaign.

   

Use Case 2: Data Onboarding for Targeting and Exclusion

This use case allows brands to use their first-party data to retarget specific customer segments or exclude them from campaign delivery.

2 Different objectives:

• Retargeting: Engage with an audience segment defined by your first-party data, such as existing customers or high-value prospects.

• Exclusion: Prevent specific audiences, such as current customers, from seeing your ads to focus on acquisition or other priorities.

Implementation Steps:

1. Onboard Your Data: Upload your first-party data (e.g., CRM or loyalty program lists) to the Equativ platform. This data will be tokenized and integrated into the targeting setup in a privacy-compliant manner. [Link to Tech Documentation]

2. Create a Targeting Segment:

   1. Select the segment based on the onboarded data. Search for your curator name within Audience segments clicking on “+ Add Audience Segments“
      

      

   2. Click on the segment or segments uploaded that you want to leverage
      

      

   3. Click Apply and you can see the segment highlighted and selected
      

      

3. Choose the objective

   1. Set Up Campaigns for Re-Targeting: This is the default option once that you select a segment. You can see the toggle on green.
      

      

   2. Set Up Campaigns for Exclusion: If your goal is to exclude certain users (e.g., customers who have already purchased a product), you need to:

      1. click on the green switch:
         

         

      2. and it will transform on a red switch:
         

         

   3. Of course you can have re-targeting segments and exclusion at the same time:
      

      

4. Activate the Campaign: Once the data onboarding rules are in place, you can launch your deal filling the info regarding the DSP that is receiving the deal to activate the campaign.