These data have been tested side-by-side against cookie-driven data in campaigns for real estate,

 These data have been tested side-by-side against cookie-driven data in campaigns for real estate,

 yield products and raising capital for emerging growth companies. We’ve learned that different categories may participate across mundane and innovative investment strategies — and that first-party data always outperform cookie-based data.

Finding the right audience is only the beginning. It’s not enough to direct people to a website; you need to deliver relevant content via a broad array of mechanisms, measure engagement and customize your information to individual customers’ levels of interest. Throwing up a fact sheet and historic performance, plus a few videos, is not an optimal way to cultivate investors, whether they’re professional or individual.

Wealth managers and asset management firms also have an opportunity to collaborate. This can work particularly well for fee-based advisors whose product selections aren’t influenced by transactions. This is an emerging trend that we see intensifying in the U.S. market. It’s already launching in other jurisdictions, such as Canada.