A point of contention among advertisers for some time is that behavioral data targeting isn't as efficient as it should be in reaching the online customer, but not many agencies and advertisers have managed to come up with at a better solution. Today, targeting by cookies, analyzing web site visits and CTRs is the closest many marketers and advertisers can get to understanding what makes consumers tick, but as ClickZ's Jim Sterne puts it, "people do the strangest things when you don't know what they're doing."
According to Sterne, many advertisers would be hard-pressed to understand who the target customer is and whether one, six, four or five out of every 10 online visitors was a viable prospect who was ready to buy.
IP targeting provides a solution, however. Rather than attempting to triangulate data gleaned from cookies and pixels, Semcasting's MARKETmatrix will show advertisers the demographic and psychographic profiles of the users who visit a web address based on geospecific, publicly available data. This information is gleaned from over 750 statistical data variables that work together to create reliable, realistic "look-alike models" of various consumers and placing them into Semcasting IP Zones that are 77 times more precise than zip code level targeting. Putting the right information in the hands of advertisers and helping them garner the most value out of their advertising dollars is suddenly a much more efficient and comprehensive process.