Cheetah Digital, an independent marketing software company, has acquired Wayin, which specialises in zero-party data. The company says it will use the acquisition to expand its data analytics and advertising capabilities across a range of industries, including healthcare, retail, financial services, retail banking and insurance. “Marketers have never faced a tougher challenge than they do today,” said Sameer Kazi, CEO, Cheetah Digital. Data that customers proactively choose to share is increasingly important to marketers as privacy rules result in the deterioration of third-party sources and consumers increasingly demand personalised experiences. “Privacy and personalisation can only exist in the future with a first and zero-party data strategy, rather than third-party data that is increasingly incomplete, inaccurate, and breaches consumer trust,” according to Wayin CEO Richard Jones.
Cheetah Digital, an independent marketing software company, has acquired Wayin, which specialises in zero-party data. The company says it will use the acquisition to expand its data analytics and advertising capabilities across a range of industries, including healthcare, retail, financial services, retail banking and insurance. Data that customers proactively choose to share is increasingly important to marketers as privacy rules result in the deterioration of third-party sources and consumers increasingly demand personalised experiences. “Privacy and personalisation can only exist in the future with a first and zero-party data strategy, rather than third-party data that is increasingly incomplete, inaccurate, and breaches consumer trust,” according to Wayin CEO Richard Jones.