Digital marketers, agencies and the adtech industry lend me your ears. There is a solution to the “cookie-identity crisis/apocalypse/armageddon.”
It doesn’t require major changes to your adtech stack because it already exists. It stands in front of you and in plain sight. But, you’ve been distracted by shiny objects. You look to the left and examine bidstream data for clues to identity. You look to the right and scan browsers to determine unique configuration and try to skirt around the rules so no one can claim you’re fingerprinting. But, alternative identifiers that still require PII and lack scale with match rates at 20-30% have been distracting. You must take your ad tech/programmatic blinders off first, which coming from the ad tech space I understand is hard to do.
What is the solution?
The solution is IP. Wait, not the IP in the bidstream which might be blocked or encrypted in the future but the IP that connects a household or business to the internet. This is a deterministic ID that relates directly to a parcel of land. What is this dark magic of which I speak?
Internet service providers (ISPs) report this data weekly so the IP to the location connection can be updated and stays fresh. Guess what, once you have a connection to a user’s home or business address and their modem ID, you can receive a ton of other useful data from multiple sources. You can literally tie thousands of attributes to that user including demographic and psychographic data. MAIDS, HEMS, DSP IDs, and a whole host of other data attributes.
Without any third-party cookie IDs or alternative identifiers needed, this “new” process gives you:
Retargeting at an 85% match rate
Frequency capping across multiple media channels
Increased scale against social media audiences because you can now map many identifiers to social media inventory
Attribution – the holy grail of marketing. You can attribute online, offline, and even footfall traffic using this method to all your digital media – line by line and across channels. You can even work with Google’s ad server to create log level files that actually have data you can use for attribution.
Will everyone “get” this approach? Yes, but only if they stop banging their heads against the wall of big adtech and start looking at other options outside of bidstream and browser data. A place where most of us have “grown up” throughout our careers.
Why haven’t the other big players done this? Because they’re not “data” companies in the traditional sense. They’ve invested heavily in adtech with its focus on ad serving, bidstreams and browsers but have ignored the ISP and home/business location connection and all the data that is available from it.
The solution to all the cookie-deprecation and identity mayhem is standing here in plain sight.
Reach out todayif you’d like to learn more about how to fast-track your preparation for the future of marketing with proven solutions created well in advance of the issues arising.