Read the original article on Mobile Industry Eye here.
Location-powered advertising firm, Blis, has launched a new product suite, which will enable brands and agencies to target their customers in the post-cookie world.
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. Indeed recent research* has revealed that 78% of senior marketers are concerned or very concerned by the loss of cookies, whilst 61% feel the same about the disappearance of IDFAs. When questioned about what concerned them the most, 37% cited that it was a combination of factors including, the ability to effectively plan intelligent campaign strategies, run targeted and personalised campaigns at scale and effectively measure campaign performance.
Blis aims to tackle this challenge by leveraging its location-based advertising tech, combining location data with hundreds of aggregated and anonymised behavioural and lifestyle signals, building a more complete picture of a brand’s customers.
Blis’ new suite of privacy-first products
Launching in key global markets, Audience Explorer is a visual, interactive tool that enables brands to discover what makes their customers unique, build richer media plans and deliver better outcomes. Audience Explorer is powered by precise and directly-observed location behaviours from Blis’ huge global opted-in panel.
Armed with this deep customer understanding, Blis will then use its new Dynamic Audience Targeting to reach personalised audiences using a variety of rich, anonymised signals, from lifestyle characteristics and affinities through to shopping and spending habits – all without reliance on personal data.
Greg Isbister, CEO, Blis
“Our industry is at a major inflection point, with significant changes impacting every single part of digital advertising as we know it today. We have been investing heavily in technology to address the requirements of advertisers to reach consumers at scale while not having to rely on personal identifiers, such as third-party cookies or mobile device identifiers. This new technology will fundamentally change the way our clients plan, buy and target personalised audiences at scale to deliver against their key outcomes.”