From banners to search campaigns, from the most traditional programmatic advertising to the most innovative campaigns linked to the use of the most cutting-edge media and channels (think CTV or digital signage): over the years, digital advertising has become an increasingly important element in the marketing mix of brands and companies . thanks to one of its fundamental characteristics, addressability , that is, the ability to reach very specific and profiled targets.
- Addressability: What bosnia and herzegovina phone number data is it and why is it so important?
- Addressability and digital advertising: where to start?
- Blendee’s Approach to Addressability
Addressability: What is it and why is it so important?
As mentioned in part, the term “addressability” defines the ability to reach profiled targets and specific people through an ADS campaign . As we can easily understand, the value of addressability lies precisely in the possibility of reaching targets potentially interested in the advertised product/service. All this translates into the consequent possibility of creating high-performance and effective campaigns.
Clear data and deep knowledge performance day of the week analysis of your target audience allow you to create highly personalized messages and launch winning campaigns in terms of engagement and revenue.
If before the arrival of digital advertising, advertising was mainly moved to lists of users whose company knew at least one address, think of direct marketing campaigns or even before telemarketing, subsequently, in particular thanks to third-party cookies, it was possible to target anonymous and unknown users, but whose interests, personal data, behavioral information could still be intercepted.
The much-heralded deprecation of cob directory third-party cookies is changing the game again, forcing marketers and advertisers to revise models and develop new addressability strategies.
Addressability and digital advertising: where to start?
Although the depreciation of third-party cookies is not yet effective, companies and operators in the marketing and advertising sector are moving in search of solutions, but above all models, that allow effective addressability activities that, to date, can be attributed to the following aspects.
First Party Data
Data provided directly by the user, called zero-party data, and data collected from company properties are, without a doubt, a reliable starting point for creating profiled target audiences .
However, as we can understand, the risk of using only first-party data is that it is often impossible to achieve good coverage.
On this front, data collaboration and audience extension activities represent two opportunities to better profile and expand audiences.
Unified User ID and Identity Resolution
Contextual Advertising and Targeting
With the announcement of the depreciation of third-party cookies, contextual advertising has taken on a new centrality. Blendee’s Approach to Addressability
In a cookieless future, identity resolution processes and first-party data are likely to be the most effective solutions for publishers and advertisers.
In particular, Blendee’s marketing operating system also allows
- data collaboration activities aimed at acquiring and combining data to improve targeting accuracy in a privacy-respecting environment ;
- interactions with other identification systems through data clean rooms ;
- the use of strong identifiers such as emails to retarget users on closed ecosystems such as Amazon, Google, Meta;
Third-party cookies have shaped the world of online advertising for years.
