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.
