Read the original article on The Drum here.
While our alliance with the credit card giant provides us with shopper data on where consumers are spending, our partnership with predictive analytics provider IRI lets us know exactly what products and services they are spending their money on. IRI’s systems are integrated with till and storecard data, giving accurate brand sales information (again, down to postcode level). This can be cross-referenced with any of the other datasets mentioned above to produce localized insights for brands, helping them to inform and optimize national campaign spending at a local level.
Better data, better campaigns
Third-party cookies are certainly popular tools with marketers, but they always came with some inherent problems. The cookie-based targeting of individuals is open to high levels of poor-quality data and ‘creative enhancement’ of audience datasets in order to provide the scale that advertisers were looking for. The end result of this low-quality data was often poorly targeted, repetitive and invasive ads, which seemed to follow consumers around the internet.
Dependence on third-party cookies also allowed too many players to insert themselves between the source data and the brands hoping to leverage it, further diluting the quality of the data on offer. By taking a step back and analyzing high-quality rich data on a local, rather than individual, level, marketers now have a lot more flexibility in how they understand customers and target their campaigns.
By drawing our authenticated, anonymized location and shopper data directly from the source, we ensure that our brand clients are protected against the sort of data fraud that has sometimes marred the reputation of the adtech industry. Rather than mourning the approaching demise of the third-party cookie, marketers should recognize and embrace the opportunity to leverage rich third-party data and focus on ‘shopper affinity’ to produce a new era of highly effective, privacy-friendly targeted advertising.