It’s the buzzword of the year in the digital advertising industry: cookieless.
Cookie alternative solutions and strategies are rapidly gaining traction, as the steady removal of third-party cookies from Google Chrome continues. Agencies, brands, and vendors alike are pivoting their digital advertising approaches in order to remain safeguarded from cookie deprecation. But which strategic shifts are the most essential to adapt to a cookieless future?
Proven cookieless success for 14+ years
While many ad tech providers are still researching and testing new cookieless solutions, AdDaptive’s accurate targeting and reporting technology has proven cookieless success for agencies and brands since 2010.
Rather than relying on often inaccurate business and consumer data gathered through third-party cookie placement, AdDaptive has always leveraged validated offline data. This real-world information is comprised of firmographic and demographic data in the form of SEC filings, business registrations, census data, and much more. Since the information is verified at the source when submitted, the accuracy of the data is ensured.
AdDaptive’s proprietary technology maps this validated offline data to unique digital identifiers for accurate targeting, regardless of how niche your intended audience is. With over 14 years of cookieless experience, advertisers can trust in AdDaptive to deliver effective results and actionable reports to help maximize ROAS.
Rely on AdDaptive’s future-proof, real-world data targeting and reporting solution to reach your target audiences with accuracy and scale, sans third-party cookies.
Ready to speak with a digital advertising expert? Book a meeting below.
Digiday’s March Media Buying Summit was held earlier this month, March 4-6, at the W hotel in Nashville, TN. This conference had the highest attendance in Digiday’s history. The event brought top media buyers and ad tech vendors from across the country together to discuss the latest industry trends and the future of digital advertising in 2024 and beyond. AdDaptive was proud to sponsor the event again, with 5 of our experts on-site in Nashville.
Over the course of the 3 day conference, attendees and sponsors discussed the various pain points, challenges, and opportunities that the new year has presented. The various presentations, town halls, one-on-one meetings, dinners, cocktail hours, and other networking opportunities proved to be productive and beneficial for all.
Challenges in 2024
One staple of Digiday’s annual conferences is the challenge board, which reveals the biggest concerns that media buyers currently have regarding the ever-changing industry and their roles. Accurate attribution and measurement still remains top-of-mind for many, as digital advertising solutions continue to evolve in the
post-cookie era. As both targeting and reporting methods continue to shift, media buyers need to ensure that the accuracy of their measurement tools isn’t compromised.
The challenge board also mentioned in-housing initiatives, talent acquisition, AI, and fluctuation of budgets. But the hottest topic of discussion by far was the various forms of targeting and reporting solutions currently available to digital advertisers. While many of these solutions are brand new this year, developed as a response to the market’s shift away from third-party cookies in 2024, some cookieless technologies have proven their success for over a decade.
Deciphering Different Technologies
The digital advertising industry has experienced steady growth year-over-year, especially since 2020 when the global pandemic shifted almost everything online. As the industry continues to grow, the number of ad tech vendors and advertising solutions seems to multiply exponentially. So how do media buyers decide which technology to use to run their campaigns amid market oversaturation?
The first thing to consider when comparing digital advertising platforms is data mapping. What databases are being used, and more importantly is the data validated? Can the solution target first-party data when provided? Is it still dependent on third-party cookies on any level? Does AI play a role? Can it target both businesses and consumers?
With AdDaptive’s proprietary technology, the answers have been clear for over a decade.
Trusted, Transparent, Cookieless Solutions
On the first day of the conference, March 4, AdDaptive’s VP of Sales, Ted McNulty, hosted a featured presentation titled “Leverage offline data for more accurate, scalable, and transparent campaigns,” which focused on the power of real-world data. For over a decade now, AdDaptive’s technology has proven its success with extremely accurate targeting and comprehensive, actionable campaign reports and insights.
By connecting validated, offline data to unique online identifiers with AdDaptive’s solution, advertisers are able to target any audience with both accuracy and scale, and track conversions and other KPIs all without the use of cookies.
This validated offline data includes SEC filings, business registration data, census data, building permits, and much more, which enables reaching the right accounts with the right message, regardless of how niche the intended audience may be.
Our cookieless solution has helped digital advertisers avoid
wasted impressions and produce positive business outcomes
since 2010. We have helped over 500 agencies launch tens of thousands of campaigns over the years, none of which have relied on third-party cookie data.
Trust in AdDaptive’s future-proof, cookieless technology to improve the accuracy, scalability, and transparency of your campaigns.
Ready to speak with a digital advertising expert? Book a meeting below.
Validated Offline Data: The Power of a Cookieless Digital Advertising Solution
February 15, 2024 |
Helen Bartkiewicz
Going Cookieless
2024 is here, and the gradual removal of cookies from Google Chrome is now well underway. Thankfully, there is no reason for advertisers to worry – the industry’s leading cookieless solutions can target far more accurately than technologies that still depend on data from cookies.
Ever since their conception, cookies have merely guessed information about businesses and individuals based on browsing history. Since the internet is so vast, what is entered into a search isn’t always necessarily aligned with intent to purchase. Many times internet users are simply looking for a quick answer to a question completely unrelated to their own personal interests.
For example, someone may search “what is the capital of Spain?” when the person has zero travel intentions – be it to Madrid, Spain or anywhere else in the world.
Another user may search “saddle pricing” as a gift for a family member with a horse in a stable, while the searcher themselves has no interest in horses or horseback riding. Additionally, a B2B purchaser could search for a competitor’s offerings strictly for comparison’s sake and market research. Of course the searcher would have zero intention of purchasing competing products or services.
In addition to these incorrect assumptions about a user’s interests, cookies also often outlive their worth. Once a cookie is placed on a browser, there is no way for the cookie to know the timespan of its relevance to the searcher. Someone could search for a new coffee maker, purchase said coffee maker the next day, and still receive digital ads for various coffee makers for weeks or even months after the fact. Data gathered through cookies is very often inaccurate, irrelevant, or outdated.
Validated and Verified
Offline data, on the other hand, is extremely accurate at its source. Offline data includes documents and data sources such as SEC filings, business registration data, building permits, census data, and more. Since the data in these forms is directly provided by the company or individual, the information is verified at the source. Above and beyond the innate validity of self-provided data, the information is legally verified to be factual regardless of the specific firmographic or demographic information in question. This allows for accurate targeting of any audience segment.
To summarize in one word, offline data is future-proof. Online search engines, websites, and various softwares can remove, mask, or block digital targeting identifiers in the form of cookies. But offline data is validated, both at the source and at an executive level.
Even when mapped to online identifiers, offline data maintains its integrity and verification status. Taking forms from filing cabinets and activating the information online makes the data actionable, and allows accurate digital ad targeting on both a company level and a consumer level. AdDaptive’s proprietary technology does just that, mapping offline data to digital identifiers online so advertisers can deliver ads to key audiences based on that verified connection.
Achieving Scale, with Accuracy
With offline data, reaching the right audience never becomes a question of quality vs. quantity or scale vs. accuracy. Connecting this validated offline data to online identifiers is AdDaptive’s specialty. Through the use of validated firmographic and demographic information mapped to reliable online data points rather than relying on cookies, AdDaptive can target any device, reaching even the most niche audiences at scale with accuracy. AdDaptive is proud to have match rates between 75-80%, while the industry average targeting match rate hovers just below 50%.
Above and beyond extremely accurate targeting, AdDaptive generates detailed, transparent reports for each campaign. These reports show the data on all of the targeting parameters, and furthermore provide the insights needed to fully optimize each campaign and prove the effectiveness of mapping offline data to online identifiers. The insights gained from these reports allow advertisers to further scale their campaigns without sacrificing accuracy.
That’s the AdDaptive advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
Combat Digital Ad Fraud with Validated Data and Targeting Techniques
January 30, 2024 |
Helen Bartkiewicz
Digital advertising is ever-expanding, on both a domestic and a global scale. Ad spend continues to increase year-over-year, and forecasts predict further growth with seemingly no end in sight. 2023’s ad spend exceeded $600 billion worldwide, and is expected to reach $870 billion by 2027 with a steady annual growth rate between 8% and 11%.
With all of the money being poured into digital ad campaigns, the looming question is: How much of this ad spend is actually effective? If ad creatives aren’t reaching their respective intended audiences, the spend can be considered wasted. Impressions, clicks, and other figures can be inaccurate, either being intentionally falsified, inflated, or being served to online bots.
According to the Video Advertising Bureau (VAB), in 2023 approximately $35 billion in ad spend was lost to fraud, in North America alone. Globally, that figure reached over $84 billion. As the number of online bots continues to increase year over year, over 40% of all online traffic has now become invalid. So how can advertisers ensure that they are actually reaching their intended audience for each campaign, simultaneously avoiding bots and potential legal ramifications?
The key to avoiding bots is partnering with a trusted ad tech vendor who connects validated offline data to online identifiers rather than relying on cookies, since the vast majority of bot fraud can be tied to cookie usage. While some vendors purposefully manipulate campaign metrics by overcounting users, spoofing domains, stuffing cookies, ad stacking, or otherwise falsifying data, those who use validated business and consumer data from offline sources such as SEC filings, building permits, and census data provide accurate, reliable campaign reports and insights that reflect how the intended audience was targeted and the results of the targeting.
AdDaptive’s up-to-date offline data mapped to digital identifiers is a solution much less susceptible to fraud than cookie pools. Our technology is incredibly accurate in terms of attribution when compared to third-party cookies, which offer an audience match rate somewhere between 40% and 60%. The data pool and targeting techniques that AdDaptive uses, on the other hand, are over 97% verified at the source so you can be sure real people are seeing your ads, not bots.
“Mitigating the risk of ad fraud begins with the partnerships you make.” – VAB
Combat invalid ad traffic and avoid the ever-increasing amount of online bots with the help of AdDaptive’s verified, transparent solutions and technology.
As the digital advertising industry continues to expand year over year, advertisers are often overwhelmed by the sheer number of agencies and vendors in the market.
Agencies choosing an ad tech partner look for as much transparency as possible to foster trust, and brands look for transparency from their agencies for the same reason. Even brands with their own in-house teams benefit from working with managed services to give them a deeper level of transparency than they can get in-house.
Accurate, detailed, transparent analytics and insights from vendors like AdDaptive empower agencies and their brands to be confident that their campaigns have been fully optimized and that they are achieving the highest possible ROAS.
With true transparency comes true collaboration and genuine, positive results. When full clarity is provided at each step of the campaign, from budget allocation to delivery of impressions, reporting on account engagement levels for each creative, and everything in between, advertisers feel empowered and validated in their investments. Extensive, comprehensive, and transparent data and reporting are the foundation of digital advertising in today’s market.
Transparency at Each and Every Level
From ad tech vendors to agencies, to brands, to each individual campaign, transparency with information such as data, relevant analyses, and recommendations is the differentiating factor in advertising.
Finding vendor and agency partners who offer clarity when it comes to their technology, targeting, and reporting is paramount to future campaign success. While many position their solutions as top-quality, the proof comes from transparency.
Forming partnerships with those who open windows rather than building walls help maximize results.
Learn more in this infographic:
Ready to speak with a digital advertising expert? Book a meeting below.
Case Study Sessions: Drive New Business with a Supportive Ad Tech Partnership
September 18, 2023 |
Matt Shore
In our previous installment of Case Study Sessions, we shared success stories from three different companies that leveraged AdDaptive’s targeting solutions to effectively re-engage with their audience. Re-engagement is a powerful tool to drive conversions for your business, but it’s not the only option.
Every campaign is unique, which is why having an ad tech partner that can build a personalized approach to help you reach your goals while supporting the work you’re already doing is extremely valuable. In the days of cautious optimism when it comes to ad spend, the importance of efficiently moving prospects through the funnel towards purchase is crucial.
These three clients were able to drive new business and conversions with the help of unique advertising strategies built by AdDaptive.
It’s time for another Case Study Session.
Glass manufacturer reaches niche vertical at scale using AdDaptive’s display advertising to engage qualified leads, increasing site traffic by 218% and yielding new business
Goals
A leading glass manufacturer aspired to engage a niche audience of architects. The company intended to expose the audience to their brand through banner ads and drive traffic to their website, where relevant content would inspire qualified leads to fill out a form to learn more. Previous vendors’ efforts proved this audience was difficult to reach digitally at scale; in search of both accuracy and reach, they turned to AdDaptive.
Solution
Fueled by validated online and offline data, AdDaptive’s powerful technology was able to identify the niche audience, learn about their engagement habits, and deliver banner ads accurately and at scale. Over three months, the campaign was constantly optimized to ensure ads were being delivered to high-quality accounts that would impact the customer’s bottom line.
Results
A high CTR (0.19%) and over 16,000 engagements proved the combination of data, technology, insights, and strategy were aligned with the customer’s goals and the audience’s interests. The campaign caused a 218% increase in site traffic, which led to many new business opportunities. In understanding the customer’s goals and audience, AdDaptive crafted a custom solution that proved beneficial for the customer, even beyond the flight of the campaign.
Healthcare client achieves conversion goal by complementing its internal solution with AdDaptive’s refined B2B targeting
Goals
A client sought to increase its white paper downloads and optimize its conversion rate among oncologists and medical professionals. They chose to complement their in-house solution by partnering with AdDaptive.
Solution
AdDaptive deployed a tailored strategy using validated, offline data matched to unique, digital identifiers to pinpoint the target audience within the healthcare industry. These efforts resulted in 7,275 white paper downloads and over 16 million impressions.
Results
Seeing the results from AdDaptive’s B2B targeting exceed its internal solution, the company reallocated resources and increased its budget with AdDaptive by 180%. Investing in AdDaptive’s solution brought over 18,000 conversions in 2 months, and the client’s site traffic, form fills, and orders were up 16% YOY.
AdDaptive produces 69,000+ conversions for world leader in lab equipment manufacturing
Goals
An American public research, development and manufacturing company aimed to increase purchase intent among tech-savvy shoppers.
Solution
AdDaptive’s proprietary B2B Data and Technology enabled the client to efficiently reach the target audience of lab managers, technicians, and decision makers on a multinational scale.
Results
By pinpointing the appropriate audience members based on their likelihood to invest in the advertised technology, AdDaptive’s campaigns drove over 69,000 conversions (e.g.,. poster downloads, form fills, information requests, contact forms, etc.) for the company.
Strategy that Fuels Conversions
AdDaptive is proud to support our clients no matter what their goals are at every step of the campaign journey. Our advertising experts make sure that the right strategy is put in place before launch to drive the results you need from start to finish and beyond. This way you can reach the accounts that matter most to you and deliver the right message at the right time to spark conversion.
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
Case Study Sessions: Re-engage Your Audience Effectively
August 29, 2023 |
Matt Shore
In our previous installment of Case Study Sessions, we shared three examples of companies that were able to reach their incredibly unique audiences through AdDaptive’s powerful targeting capabilities. But what happens when you need to reach out to your audience a second time?
Re-engaging your audience is a great way to move previously interested prospects through the funnel, enhance market presence during peak selling seasons, and upsell existing customers. Most importantly, finding the perfect spot where you can effectively engage your audience without overwhelming them is crucial for campaign success.
With AdDaptive’s accurate targeting solution, you can ensure your re-engagement campaigns are being delivered to the right accounts at the right time with the right message. What does a successful re-engagement campaign look like? Just ask these three clients who leveraged re-engagement in their advertising approach.
It’s time for another Case Study Session.
Software Company Drives Conversions From Previously Interested Prospects
Goals
A B2B software company aimed to achieve conversions among users who previously engaged with their creatives.
Solution
AdDaptive devised a tailored, comprehensive strategy to re-engage users who had shown prior interest without overwhelming them. This included frequency caps across various devices as well as rigorous brand safety measures to ensure relevant and safe ad placement.
Results
After two months, the company saw over 12 million impressions and over 1,000 conversions, exceeding their previously defined KPIs. The ease of communication and the transparency with optimization between the AdDaptive and the client led to additional successful monthly campaigns.
Roofing Company Re-engages Prospects Successfully During Peak Season
Goals
A roofing company strived to achieve a high CTR despite the construction industry not seeing great success in digital advertising as work typically occurs in the field rather than behind a screen. They were looking to engage roofing contractors during peak roofing seasons.
Solution
AdDaptive created a strategy that not only targeted the client’s unique audience but re-engaged those users through peak selling season. AdDaptive suggested including B2B Sponsored Content in addition to B2B IP targeting to maximize CTR. Offline data was utilized to reach contractors within the construction industry, and online data was leveraged to re-target those users to further engage them with the brand.
Results
Leveraging online and offline data, B2B Sponsored Content, and retargeting led to above-industry-average CTR during four one-month campaigns (0.18%, 0.20%, 0.20%, 0.14%). Retargeting produced organic traffic on the client’s website and cross-device capabilities provided an opportunity to serve impressions to a business despite the lack of online exposure typical of this industry.
Utilities Company Builds New Service Awareness Among Current Customers
Goals
A gas and electric company sought to increase awareness surrounding a new service, re-engage their current clients, and inspire them to upgrade their current plan.
Solution
AdDaptive deployed a customized targeting strategy to re-engage the company’s existing clientele by onboarding a list of companies to target through Account-Based Marketing. Display and video media types were combined to strengthen the campaign impact and achieve maximum optimization.
Results
The client was pleased to see the brand awareness AdDaptive had spread among the desired audience. The campaign succeeded in promoting the brand’s new product and services to existing clients, motivating them to take advantage of the upgrade promoted in the ad campaign.
Leverage Re-engagement to Make a Powerful Impact
The buying process has historically been long with multiple touchpoints to move multiple stakeholders through the funnel. Being able to accurately re-engage your audience opens the door for high-quality interactions and a more personalized buying experience for your prospects. AdDaptive is proud to offer word-class targeting measures that can reach and engage unique audiences more than once with the right message and the right time.
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
Choosing an ad tech partner is a big decision. You need a partner that will be with you each step of the way and provide support throughout the process. AdDaptive Intelligence is composed of advertising experts that are ready to help set up and optimize your ad campaigns to help you reach your desired audience.
But what exactly does this process look like? We sat down with a few of our resident experts for a look inside an AdDaptive partnership and asked them to share tips for creating a successful ad campaign.
Campaign Setup
When asked about the first step in creating a successful ad campaign, Manager of Client and Media Services Sami Bourgeois shared the importance of strong communication and goal-setting. Discussing campaign elements such as target audience, campaign budget, expected reporting cadence, and desired outcomes are just a few of the important conversations to be had pre-campaign launch.
When it comes time to build out the target audience for an ad campaign, Senior Director of Technical Media Solutions and Analytics Eli Moger explained how the AdDaptive team approaches this process:
Audience Composition
These recommendations based on the above criteria will form the Audience Composition report which gives you a full look into the audience that AdDaptive will build. The report has a heat map showing the locations your ads will be delivered as well as the firmographic breakdown of the desired accounts you are targeting including business size, NAICS codes, sales volume, and more. Once the Audience Composition report has been approved by the client and the audience segments have been created, it’s time to launch the campaign.
A Strong Start
Taking the time to identify your goals and target audience is critical to advertising success. AdDaptive’s team of experts is here to help you narrow down your KPIs and pinpoint the high quality accounts you care about for exceptional engagement.
In our next installment of our Expert Optimization Series, we’ll share insights into the mid-flight optimizations that keep your campaign on track after the campaign has launched.
Case Study Sessions: Reaching Niche Audiences in Hospitality, Aerospace, and Animal Health
July 24, 2023 |
Matt Shore
When cautious optimism is dictating ad spend decisions, many brands and agencies are expected to “do more with less.” Avoiding wasted impressions is crucial for advertising success especially when you’re trying to reach a very niche audience.
No matter how specific your audience is, AdDaptive’s cookieless targeting can help get the right eyes in front of your ad campaign and ultimately drive positive outcomes for your business.
How granular are AdDaptive’s targeting capabilities? Just ask these clients from industries including Hospitality, Aerospace Manufacturing and Animal Health.
It’s time for a Case Study Session.
Hospitality Company Reaches Niche Audience of Hotel GMs
Goals
A hospitality company was looking to reach a niche audience of hotel general managers with a goal of 5000 conversions in three months
Solution
By leveraging our validated offline data, NAICS codes, and title overlay, we were able to hone in on potential prospects with the GM title that would benefit from the company’s offering.
Results
This yielded 8,457 conversions in three months, exceeding the client’s original goal. They were thrilled with the results and ended up developing a long-term partnership with AdDaptive for continued advertising success.
Aerospace Manufacturing Company Reaches Industry Thought Leaders
Goals
One of the top 3 aerospace companies approached AdDaptive with the goal of building more engagement around a new product from a very specific audience of global industry decision-makers.
Solution
AdDaptive leveraged validated offline data mapped onto digital identifiers to ensure the company’s ads were delivered to the intended accounts..
Results
The company’s expectations were exceeded with 6.7 million desktop and mobile impressions with a CTR of 0.15%. AdDaptive was praised for our holistic advertising approach and ability to hone in on valuable industry thought leader accounts.
Animal Health Company Builds Brand Awareness Among Veterinarians
Goals
A livestock medicine and vaccine manufacturer sought to increase their brand awareness among a niche group of veterinarians.
Solution
AdDaptive customized validated offline data segments tailored to the company’s unique targeting needs.
Results
In less than a month, the campaign had already yielded over 2 million impressions from the desired niche audience. The company was thrilled with the results which inspired them to double their media executions with AdDaptive for the coming year.
Target with Confidence
AdDaptive understands that every dollar of ad spend counts when you’re building a budget. That’s why we are proud to support our clients in reaching their target audience across vertical markets with ease. Customizing our targeting approach based on specific industries, goals, KPIs, and more is what keeps our clients coming back for continued advertising success.
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
2023 has brought continued annual growth to the ad tech industry, with digital ad spend increasing from roughly $165.5 billion in 2022 to $177.3 billion in 2023. Yet this growth is still accompanied by a wide fluctuation in advertising budgets. Many media buyers are contemplating how to designate their monthly and annual ad spend while considering the ever-increasing amount of foot traffic and competition in the digital advertising space.
In times of economic uncertainty, agencies feel the need to experiment with their ad spend – dividing budgets among the available media mix options for digital advertising. So, what is the wisest way to allocate this year’s advertising budget?
Divide and Conquer
Digital advertising spend is expected to reach the $200 billion mark in 2025, and media buyers are faced once again with the decision to divide the available budget among the various advertising platforms. With options ranging from display, native, and video, to programmatic audio and CTV advertising, decision paralysis can hinder the process of determining where to place ad spend.
Research has proven time and time again that running a combination of media types yields higher engagement levels and conversion rates.
The combination of display, native, and video has the highest unique account reach at 93.05%
Adding both native and video to display boosts display CTR by 15% on average
Running display along with native and video registers a 32% decrease in cost per engagement (CPE)
Personalizing the media mix for each campaign to fit the brand and the target audience’s ad viewing preferences is the key to achieving overall campaign success and boosting future advertising budgets. And the ideal multi-channel combination of media types is ever-changing from one flight to the next, so both pre-campaign and post-campaign analysis are necessary to optimize the mix each time.
Audience Insights to Guide Your Decisions
Gain a better understanding of each target audience’s ad preferences with comprehensive reporting. At the end of each flight, reflect on account engagement levels across each media type before designing the next campaign. For example, if the target accounts are clicking through more display ads than video or native, shift ad spend accordingly. If programmatic audio reach is negligible, eliminate the channel from the media mix for the next campaign. If video completion rates are favorable, consider adding more videos to future flights. And if all goals are being reached across each media type, you’ve found the combination sweet spot for your particular campaign!
Your ad spend decisions – month over month, quarter over quarter, and year over year – should be supported by actionable insights to optimize future campaigns and ensure their success.
Partner with an Analytics Expert
Rely on AdDaptive’s analytics to determine the ideal, unique allocation of ad spend among a combination of media types for each campaign, leading to the highest level of engagement from your target audience. Actionable insights will help you find the ideal mix among display, native, video, programmatic audio, and CTV to reach the right audience at the right time. AdDaptive’s full suite of Audience Composition, Campaign Analytics, and Site Analytics reports provide the information needed to decide how to allocate ad spend appropriately to meet the goals of each campaign.
Learn more in our one-sheet:
Ready to speak with a digital advertising expert? Book a meeting below.
