Audience segments are a marketer’s bread and butter because people in those groups have certain characteristics or interests in common – and ultimately similar buying preferences. This allows marketers to “zoom out” and reach more people while conserving efforts. But what defines an audience? Is it 500 or more people or just two? Taking it a step further, are we even limited by how small our audiences can be?
This is the challenge of the MadTech (MarTech + AdTech) convergence: How do you present ads that are on a one-to-one basis but on a massive scale.
First, brands must understand what addressable advertising really means. In short, it’s a way to ensure ads are reaching the right people. Addressable advertising helps businesses identify an individual and make an impact on them. With the deprecation of third-party cookies, brands will no longer be able to depend on that source to collect information. Rather, they must collect their own data and perform addressable advertising themselves. This is the path forward for companies that want to remain relevant in the marketing landscape.
But there’s a problem. Advertisers will not be able to attribute an individual’s click to a certain ad without relying on a third-party cookie. Regardless of an ad’s relevance or retainment qualities, no ad will be known as the conversion advertisement. In other words, normally, an ad can be attributed to a certain purchase or engagement. Without this metric, no single ad can be credited for driving engagement vs. any of the others.
Today – companies want a 360-degree view of their customers and prospects because without it, they are playing a guessing game about what their needs and preferences are. Acxiom removes the guesswork and enables brands to easily reach people and understand what they truly want by accurately collecting and connecting data such as name, email address, device ID, cookies, and IP addresses.
Acxiom’s Digital Media offering offers a comprehensive suite of solutions to help marketers extend or enhance their digital advertising strategies. No matter how mature their digital campaigns strategies are, our experts can help marketers choose the right solution to meet their needs.
Paarth Sharma is a Principal Product Director at Acxiom, where he is responsible for packaging the Outbound Marketing and Digital Media solutions for our teams and clients. As a member of the Solutions and Analytics team, he is also focused on introducing omni-channel initiatives within our existing product suite. Paarth has over 12 years of experience in digital advertising, adtech/martech offerings, product management, product strategy, and delivering on roadmap items across North America, EMEA and APAC regions. He is passionate about using the power of digital and data to help clients solve their most critical business challenges.
To listen to Paarth Sharma discuss people-based advertising on the “Real Talk about Real Marketing” podcast, visit acxiom.com/realtalk.
