Data Onboarders connect email addresses to cookies so marketers can create addressable segments to target or suppress across the digital advertising ecosystem.


This article is Part 3 of Navigating Martech: The Complete Guide.

This series and downloadable report unpack key aspects of the Martech ecosystem and this week we focus in on the role and capability of a typical Data Onboarder.

Want the full report? Download it now.

So what is a Data Onboarder?

Data Onboarding is the last step to ensuring your data is all in the same universe.

There are a number of data onboarders available, who help take offline data to an online environment.

Offline data often includes purchasing data, ensuring these offline purchases can be linked with online attributes. Think about Data Onboarding as the translator – it has the email and cookie together – taking owned PII (Personally Identifiable information) with non-PII.

It doesn’t necessarily mean it’s matching offline and online – but usually the process is done with companies who have more of their PII offline.

The Lexer CDP makes it incredibly easy to do this.

The CDP would have all of the rich data within it, then the email addresses of the people being targeted are sent to the data onboarder, who matches to the cookies, and sends it on.

The 5 factors that matter

There are 5 key things you need to know when considering a new piece of tech. Read a full breakdown of these factors over here.

1. Human data

Data Onboarders bring email data and cookies together, connecting owned PII with non-PII.

2. Data lifetime

While cookie data often expires in 30-90 days, PII can be set for a long period of time. Data Onboarders work to maintain cookies over a longer period of time.

3. Analytical capability

Data Onboarders have limited analytical and segmentation capabilities. They focus on match rate and data quality reports.

4. Speed to activate

Data Onboarders provide cookies to other platforms in real-time.

5. Orchestration

Data Onboarders don’t directly engage customers they provide cookies for other platforms to target.

What now?

When it comes to Marketing Technology, there’s a lot to consider to ensure you are truly making the most of the Martech options available.

Each Martech platform plays a key role, integrates with other systems and has limitations.

The Lexer Customer Data Platform integrates with many aspects of the ecosystem – so we’ve unpacked the role, integrations and limitations of the 7 key platforms to help you navigate the space.

This is Part 3 of Navigating Martech: The Complete Guide, continue reading Part 4 – Tag Management Systems.

If you’re hungry for more or want to share this information with people across your organization, download the full guide.