New product suite combines rich location insights with other privacy-friendly data to change the way audience planning and buying is done
Milan, 26 November 2021 – Blis, the leading privacy-first, location-powered programmatic advertising partner, today announces the launch of its new product suite into Italy, enabling Italian brands and agencies to target their customers in the post-cookie world and drive key outcomes.
Audience Explorer was first launched in the UK, US and Australia in the spring of 2021 in the wake of impending privacy changes by the major tech companies and is now expanding its coverage to include other key markets, such as Italy and the Netherlands, with more global markets to come.
Blis believes that Audience Explorer is the most visual, real-world planning tool on the market. It combines precise location data with hundreds of rich and anonymised third-party signals, ranging from lifestyle characteristics and affinities, through to browsing and shopping habits, giving brands and media agencies the most holistic view of their customers. Using Audience Explorer, media planners can now discover audience insights and build richer audiences themselves, ready for activation at scale via their own traders using Blis’ platform or Blis can provide this on a managed service basis.
As the industry pivots away from targeting based on IDs and personal data, brands need to find new ways to drive key business outcomes through personalised and high-performing digital advertising. To address this, Audience Explorer combines data from Blis’ global panel of 370 million opted-in consumers with precise location data and anonymized rich third-party signals. Based on a deep consumer understanding, brands can serve up relevant ads to customers by understanding consumers’ needs, lifestyles, spending habits, competitor landscape and interests based on privacy-first, anonymized data – what we call Dynamic Audience Targeting.
This new Dynamic Audience Targeting enables Blis to continue delivering highly accurate, targeted campaigns for some of Italy’s biggest brands through personalised and scalable targeting, without reliance on personal data. Programmatic traders at agencies and brands can also activate these audiences via our self-serve platform or work with Blis on a managed service basis.
“Brands that rely on cookies and personal identifiers are already unable to reach over half of web audiences and a majority of their most valuable mobile audiences. We need to look beyond the cookie now if we want to engage with consumers;” said Aaron McKee, CTO at Blis. “We’ve been investing heavily in technology to address the requirements of advertisers and we are proud to launch Audience Explorer in growing markets like Italy. Using Audience Explorer, our Italian clients can now discover audience insights and build richer audiences ready for activation at scale and actually activate them too via self-serve.”
“Italy is a fast-growing market and I am incredibly happy to provide our clients with such an important privacy-first solution;” said Pietro Ronchetti, Country Manager Italy at Blis. “Audience Explorer is available right now to help our clients discover, build and activate audiences through Blis Managed Service or Self Serve via their own agency traders. That will simplify the way audience planning and buying is done.”
Blis is the leading privacy-first, location-powered programmatic advertising partner. We deliver accurate targeting at scale without reliance on personal data, helping the world’s largest brands and media agencies drive key business outcomes through personalised and high-performing digital advertising.
Blis uses real-world and online data, as well as behaviour and lifestyle indicators, to profile and understand audiences better than anyone else. Using a huge opted-in global planning and measurement panel and taking an aggregated and anonymous approach to audience targeting, Blis reaches precise audiences at scale without reliance on personal data.
Established in the UK in 2004, Blis now operates in more than 40 offices across five continents. Working with the world’s largest and most customer-driven companies across all verticals including Unilever, Samsung, McDonald’s, HSBC, Mercedes Benz and Peugeot, as well as every major media agency, Blis reaches over a billion mobile devices a year.