The Light Switch Effect Of Programmatic Advertising

April 17, 2018 |
Laura Bakopolus Goldstone

You have more data at your disposal than you think you do. Online data provided by a user’s content consumption, including what websites they spend the most time on, what emails they view, and what links they click, is just the beginning of what can be used to power successful ad campaigns. Offline data – data taken from offline interactions, such as information about business purchase transactions, business registrations, and direct mail response – is equally as valuable. When you add a wider range of options, such as purchase history, financial health, geographic location, number of employees at a business, and years in business (just to name a few), you suddenly have a plethora of details at your fingertips, all of which is fair game (privacy laws heeded) for targeting users with specific advertisements.

Let’s think about this duel-headed programmatic advertising approach like a light switch. If you have all your efforts focused on online data, you’re not utilizing data on prospects that have yet to interact with you – in other words, you could be missing out on reaching quality leads. But if you switch the light all the way to “off,” and just look at offline data, you’re looking at information about companies, locations, and CRM databases, but there are holes in your plan that digital interactions can fill. When people have one switched on, they may forget about the other. The catch is that you don’t just need a happy medium between the two – you need both at full capacity for your campaign to yield the best results. It seems impossible to have both switches turned on at once, but it doesn’t have to be.



Deterministic first-party data & CRM data lay the foundation to bring valid offline data online, but they should not be utilized alone in your ad campaigns. Partnering with a trusted partner like AdDaptive Intelligence will provide you with the ability to dive much deeper, equipping you with capabilities to locate key decision-makers you’re looking to influence and pinpoint the best time to advertise to them. AdDaptive’s unique approach to IP targeting and account-based marketing combined with your personal insights, sales transactions, and other offline data creates a holistic view of your target audience. This behavioral analysis of your audience contributes to creating a strong, comprehensive ad campaign that will reach only the individuals you want to reach, proving to be more efficient and cost-effective than ever before.

AdDaptive knows that scale, accuracy, and depth are vital to the success of your ad campaigns:

Scale. Scale is an issue for marketers who try to do this in-house, but fear not: We’ll worry about this so you don’t have to. Our database has billions of data points, which you can use to build your target audience segment.
Accuracy. Bridging offline data with online identifiers via IP targeting allows us to reach your audience in the most comprehensive manner. Plus, consumers’ needs and preferences can change at any time; luckily, our technology stays up to date with your audience’s tastes and behaviors through the constant matching of IP targeting with validated offline information.
Depth. CRM systems, personal interactions, past online ad data, IP addresses, geographic location, business licenses, census data…there is a TON of data available for your marketing needs. Our technology analyzes it all in seconds to deliver the most personalized ads possible, driving your costs down and your ROI up.

Ultimately, you can’t just click the light switch on or off – you need both online and offline data to create the most complete picture of your audience. The more information you collect and analyze, the more specific you can be with your targeting. And we all know that the more specific we are, the less budget wasted, and the greater ROI achieved – a win-win for all.

Interested in next steps?
AdDaptive’s technology matches all of this data with online identifiers and puts your ads in front of the right people at the right time – before the competition gets ahold of them. If you’re looking for an efficient, cost-effective, cutting edge approach to advertising, come talk with us and catch a free demo of what we can do for you.