From Mi3: Advertisers reliant on IDs ‘missing half their audiences’

To read the original article in Mi3, click here

Location advertising firm Blis has released a study that shows mobile marketers are missing out on as much as 46 per cent of addressable audiences by relying on digital IDs that don’t enable them to reach critical online audiences. 

The study suggests that almost half of the digital addressable audiences on mobile – and nearly half on desktop – are being missed due to IDs. It covers Europe, the US, Australia and New Zealand. 

What you need to know:

  • Marketers misguided over how much of their audience they are actually hitting, per study from firm backing location data as an alternative to IDs.
  • If your partners tell you they’re still reaching your precise audiences at scale with ID-only or cookie-led solutions, you’ll see that the numbers in our ‘missing audience calculator’ tell a different story”, per Blis CTO, Aaron McKee.

Continue reading the news in Mi3.


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