Customers > Financial Services
First Hawaiian Bank
Amid ongoing changes in the paid media landscape and traditional methods being supplanted, First Hawaiian Bank developed a new approach to activating paid campaigns.
Discover how their partnership with Amperity helped them save time and money while future-proofing their paid media strategy.
The Challenge
Long lead times & low accuracy
First Hawaiian Bank looked to ramp up activation of their paid campaigns and increase the addressability of their first-party data. Due to constraints with their Media & AdTech onboarder at the time, they were saddled with a 26-day runway to upload and activate data. This lengthy process relied on outdated identifiers and third-party data, resulting in match rates of 40-60%—a figure that would only continue to decline in a post-cookie world.
They considered pursuing a deal with a new onboarder, but this would involve a protracted approval and contracting process—not to mention additional costs. Moreover, First Hawaiian Bank had a vision of paving the way for future-proofed identity strategies.
The Solution
Forging new connections
By partnering with Amperity, First Hawaiian Bank co-developed The Trade Desk direct connector, which matches anonymized identities using Unified ID 2.0. This allows them to swiftly activate paid campaigns for specific customer segments and suppress audiences that aren’t relevant.
With customer profiles regularly updated through the bank’s unified data foundation with Amperity, The Trade Desk’s downstream data made considerably more accurate matches. This set First Hawaiian Bank up to be more agile and precise.
Results
Improvements across the board
“I remember getting the first email after our first segment launched, and match rates were off the charts. Now that we can basically connect directly with any channel that we’re looking to activate with the platform, we’re more nimble and can engage with our customers in a more effective way.”
