REV Media Group unveils REV ID for singular audience data

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REV Media Group has introduced REV ID, a single sign-on feature that stitches together data across all REV websites. To create a unique singular audience, REV has expanded this capability to DOOH (BIG TREE), eCommerce (Wowshop) and on-ground (Jom Heboh).

According to the company, this gives advertisers the advantage of better audience insights for personalised marketing campaigns, connecting multiple data points such as content interest and OOH location data. REV said it completely shifted away from third-party cookies across all main websites in 2021 and today, REV ID has more than 27 million unique active monthly first-party data.

REV plans to expand its offering by building stronger omnichannel first-party data within the group and using this data to address inventories on DOOH. More plans will be announced later. CEO of REV, Samuel Wee said, “We are excited to offer advertisers better omni-channel solutions backed by data”.

The industry has been gearing up for the deprecation of third-party cookies that is set to kick in two years later. Two years ago, Yahoo rolled out its unified identity solution, Yahoo ConnectID, designed to support advertisers, publishers and consumers as the industry moves towards a cookie-less world. Nielsen also launched its ID resolution system in November to support cross-media measurement, including digital. The Trade Desk also created its Unified ID 2.0 to help companies in a cookie-less world.

REV isn't the only media company to have moved away from third-party cookies. Last year, Bloomberg Media created its own ad platform, Bloomberg Iris. Julia Beizer, global head of digital for Bloomberg Media, told MARKETING-INTERACTIVE previously that its investment in Iris has already helped the company grow its subscriber base and serve advertisers with first-party data and contextual solutions. Mediacorp, South China Morning Post and The Washington Post that have also unveiled their own first-party solutions.

Foodpanda Malaysia, which works with REV, said at REV's recent Exploding Content event that further omnichannel integration allows advertisers to seamlessly plan campaigns and activate audiences across both digital inventories and DOOH inventories in a more effective way.

"In the year to come, we will see exponential growth in DOOH, turning static to active. Audience precision in mass targeting creating social talkability and engagement", said Stephanie Wong, COO of BIG TREE.

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