3 Reasons the Move to ID-less Targeting Actually Helps Your Marketing Strategy vs. Hurting You
Raise your hand if you’ve closed a pop-up informing you of a website’s cookie usage in the last 24 hours? All of us? Great. We are transitioning to a world with no cookies—or being ID-less—because more and more users don’t want to be tied to their online behavior, and more importantly tracked from one company to another.
So what exactly is ID-less? ID-Less is an AI and machine learning solution using user data signals. It doesn't rely on cookies, IP addresses, or device IDs.
Here's why it needs to be part of your marketing strategy.
Privacy & Consent
ID-Less means no tracking or storing of personal info, like name, address, social security number, or credit score.
Benefit: Shifting to ID-Less makes your life of following regulations like HIPPA and CAN-Spam all the easier.
Increase Reach & Frequency
Benefit: Access more inventory and platforms that otherwise do not allow personal identifiers (something that is increasingly becoming more common).
For example, you can advertise on browsers that block third-party cookies, such as Safari or Firefox, or on devices that use Apple’s Identifier for Advertisers (IDFA) or Google’s Android Advertising ID (AAID), which require user consent.
Improves Performance & Conversion
Benefit: It delivers more relevant and engaging ads to your users based on their context and behavior, rather than their identity.
Example: Meet Greg
He wants to buy a house within the year and has a 786 credit score.
With personal identifiers in the past, we might have sent out mortgage loan ads to all people with high credit scores throughout the day.
Some of them might not have wanted to buy a house.
In short, we’re paying more money to achieve a higher ad deliver frequency in the hopes that Greg falls into the pool. However, Greg might not even see those ads at an ideal time for him.
Now, with ID-less targeting bolstered by machine learning, we can create an ideal audience and serve them at the ideal time of conversion. Greg falls into this ideal audience, so now we can show him an ad for a mortgage loan when he's browsing a real estate website after 5PM, meaning he's likely more focused and thinking about making the next step to buying a home.
Subtle shift with many more validators to your team's performance.
Wondering how to make the shift? Let's connect.