Using first-party data to reach your audience is a smart, forward-thinking strategy. The Seznam Data Clean Room allows you to upload your customer email lists securely and activate them on the Sklik platform. This allows you to safely and effectively target users who are already familiar with your brand.
The Seznam Data Clean Room operates in a similar way to other data clean room technologies. It is a secure and controlled environment that enables multiple organisations to collaborate on sensitive data without sharing the raw data itself, thereby ensuring privacy and compliance. It enables different parties to work together on audience analysis or targeting while adhering to strict access controls and privacy regulations.
With the digital advertising landscape shifting towards higher privacy standards and a reduced reliance on third-party cookies, the importance of first-party data has grown. With Sklik, advertisers can use customer email lists — consented contact data collected directly from users — to reach audiences more precisely and securely.
Learn more about customer email lists in the following video:
A customer list is a database of email addresses obtained with the user’s consent, usually through signing up to a newsletter, registering an account, or making a purchase.
In Sklik, you can upload these email lists and use them to target ads at people who are already familiar with your brand. This allows you to tailor your messaging based on past interactions or customer behaviour.
Using customer lists in campaigns offers several benefits:
To protect user privacy, the Seznam Data Clean Room — the gateway to Sklik — uses the widely adopted SHA-256 hashing algorithm for uploaded email addresses. If emails have already been hashed prior to upload, this is also supported. This process converts each email address into an irreversible string of characters, ensuring that the original addresses cannot be accessed or viewed within the system.
Email lists can be uploaded manually or via the API. Sklik also integrates with selected CRMs and marketing tools, reducing the need for repeated manual uploads. Visit our Help page to check available partners.
For platforms that are not directly supported, solutions such as the Boost.space platform can help. You can find more information about the Boost.space platform here and here.
Advertisers using customer lists in Sklik often report improved campaign efficiency. For example:
These results show that while customer list audiences may be smaller in scale, they tend to be more engaged and responsive.
Customer email lists offer a structured and privacy-conscious way to engage with users in their native online environment. With its premium Czech inventory and wide range of supported formats, including banners and video, Sklik is one of the most effective ways to maximise the efficiency of your marketing communications. As advertising continues to evolve, this approach enables you to target known audiences while maintaining data protection and regulatory compliance.
For more detailed information, watch the video above.
Over the past year, we have completely overhauled our approach to identifying user interests. By leveraging deep neural networks and advanced language models, including SeLLMa from Seznam, as well as the latest natural language processing techniques, we have achieved significantly more accurate content classification. Let’s summarise what this means for you.
The integration of Bloomreach Engagement (formerly Exponea) and Sklik will make it easier for clients to target their own customer lists and use email addresses to reach and re-engage customers. In addition, this targeting is not reliant on third party cookies and will therefore continue to work as the reach of traditional retargeting declines.
