1st-Party Data

Paid ads based on your own data.

We unlock data from your CRM, e-commerce platform and MA system and move it directly into Google Ads, Meta, programmatic platforms and other ad networks - so that every customer profile feeds targeting in real time.

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ROAS ↑ 2-3× vs. cold audiencesReduction of wasted budget by 15-30%Independence from third-party cookies

Starting point

Why is classic retargeting ceasing to work?

Ad platforms have less and less data about users - ad blockers, iOS privacy updates and the withdrawal of third-party cookies mean that standard retargeting loses reach and precision. Brands that rely solely on pixels and lookalikes from cold data overpay for increasingly worse results. The solution is first-party data - purchase history, on-site behavior, CRM segments - which you move directly into ad platforms and turn into hyper-personalized campaigns.

Campaigns based on 1st party data achieve up to 2-3x higher ROAS than campaigns on cold audiences.

A suppression list of converting customers reduces wasted ad budget by an average of 15-30%.

Moliera2 achieved a significant increase in revenue thanks to personalized omnichannel recommendations combining web, email and social media.

Activating first-party data in ad platforms

We unlock data from your CRM, e-commerce platform and MA system and move it directly into Google Ads, Meta, programmatic platforms and other ad networks.

Every customer profile - with purchase history, browsed categories and lifecycle stage - becomes the basis for targeting. Instead of targeting „women 25-45 interested in fashion” you reach specific people who viewed your products in the last 7 days.

Business value: higher ROAS thanks to precise targeting, independence from third-party cookies, full use of the first-party data you already own

Activating first-party data in ad platforms

Dynamic behavioral retargeting

A customer browsed a specific category or product but did not buy.

The behavioral engine passes this signal to ad platforms in real time - the customer sees an ad for exactly those products in Google, on Facebook and in the display network. The ad is not a generic brand banner - it contains personalized products selected based on browsing history and purchase profile, just like a recommendation on the site.

Business value: higher conversion from undecided traffic, higher CTR thanks to message relevance, lower cost of acquiring a transaction

Suppression - eliminating wasted budget

A customer has just bought a product covered by an active campaign.

Without suppression they will get an ad for the same product for days to come - getting irritated and wasting your budget. We automatically exclude converting customers from all active campaigns immediately after purchase. The same applies to customers in active email sequences - we do not bombard them with ads when they are already in nurturing.

Business value: reduction of wasted ad budget by 15-30%, a better customer experience, higher effective ROAS without changing spend

Lookalike based on your best customers

Instead of building similar audiences based on general demographic data, we create lookalikes from your most valuable customers - those with the highest CLV, the highest purchase frequency or the best response to campaigns.

Ad platforms find new users with the same behavioral patterns, which translates into a lower CAC and higher quality of acquired customers.

Business value: lower cost of acquiring a new customer (CAC), higher quality of acquired traffic, scaling campaigns without degrading results

Lifecycle stage segmentation in ads

A new customer, an active buyer, a customer at risk of churn and a dormant segment need different ad messages - just like in email.

We activate separate campaigns for each segment: to new customers we show bestsellers and a welcome offer, to active ones - new arrivals and add-ons, to those at risk of churn - a reactivation offer with an incentive. Each segment has its own budget, its own message and its own KPIs.

Business value: a more accurate message at every stage of the journey, higher total ROAS, better budget management across segments

Consistency between ads and the landing page

A customer clicks an ad with a specific product and lands on the homepage - this is one of the most common reasons for low conversion from paid media.

We connect ad campaigns with page personalization: a customer from a retargeting ad sees exactly the products they browsed, and a customer from a new-segment campaign sees an offer matched to their category of interest. The same behavioral profile that drives the ad also personalizes the landing page.

Business value: higher conversion after clicking an ad, lower cost per purchase, a consistent experience between the ad and the page

Consistency between ads and the landing page

Integration with campaigns in the other channels

Paid ads do not work in isolation - they are part of the same journey as email, SMS and web push.

When a customer does not open the abandoned-cart email, they are automatically directed to a retargeting campaign in social media. When they buy through an ad, the email sequence starts right away. A single data engine coordinates budget and message across all channels - without manually rewriting lists between systems.

Business value: a higher total conversion rate of the journey, automatic coordination between channels, elimination of manual work synchronizing audience lists

Integration with campaigns in the other channels

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