What's New in Cookieless Solutions? Part 1
Location Focused
Writer: Luis Reyes
Date: July 3, 2024
Welcome to July! Digital cookie apocalypse hasn’t hit us yet, but we need to be prepared. The inevitable shift away from third-party cookies is on the horizon, bringing a new level of privacy implementations and the way we all approach our marketing efforts.
In this two-part series, we’ll dive into Simpli.fi’s suite of cookieless solutions, share some of our top tips and recommendations, and guide you on a smooth transition into this cookieless future.
COOKIELESS TARGETING TACTICS TO TRULY FOCUS YOUR EFFORTS
- ZTV: ZIP code-based targeting solution for streaming TV reaching individuals at a local scale with engaging content.
- Geo-Fencing and Conversion Zones: Advanced location-based mobile advertising technologies with layered in-person visit attribution.
- Addressable Geo-Fencing: A combination of GPS and plat line data technology from property tax and public land surveying information using geo-fencing technology for precise household-level targeting.
STREAMING TV WITHOUT HIGH END COSTS WITH ZTV
Did you know that the average CPM cost for your average CTV buy comes in at $24 average, in some cases nearing and passing the $30 mark according to this article from Emarketer.
In the last 90 days, Simpli.fi’s ZTV solution for ZIP code targeted streaming TV has offered the same or higher inventory for an average of $12 CPM or lower. Yes, you read that correctly.
ZTV still allows for the audience targeting you expect, leveraging sources such as U.S. Census data to organize which ZIP codes are used for your campaign, based on age, gender, household income, and viewing habits. By using IP addresses instead of cookies or user-based identifiers, ZTV helps advertisers avoid elevated data costs, offering a price competitive with traditional linear media buys.
Considering the cost savings presented, it’s an effective and forward thinking way to maximize your investment and enhance your targeting strategies for a cookieless future.
GEOFENCING’S ROLE IN A PRIVACY-FOCUSED DIGITAL ERA
Won’t leave you in too much anticipation, yes geofencing is not only staying around but it continues to gain strength on our platform.
While much of the industry promises granular targeting, once you begin to ask questions it’s anything but. By leveraging Simpli.fi’s proprietary technology, our Geo-Fencing and Conversion Zones work completely independently of cookies
by utilizing live mobile advertising IDs (or MAIDs) and latitude and longitude coordinates to track users. Both Geo-Fencing and Conversion Zones utilize the most advanced location-based mobile advertising technology for targeting and tracking users based on specific geographic areas.
This technology enables marketers to customize and attribute audiences through custom targeting shapes with precise and accurate data.
Imagine customizing and attributing audiences through detailed targeting boundaries set along the lines of each individual business or location based on precise and accurate data.
Picture reporting back that your campaign brought in 30 visits from a key competitor and 56 from another. Furthermore, you can optimize and improve as the results come in through our live reporting platform. The provided level of detail allows for campaign customization tailored to each specific geolocation.
ADDRESSABLE GEO-FENCING: PRECISION AT ITS BEST
Don’t have specific addresses in mind but know your audience? Whether targeting people interested in home office products nationwide or with a passion for home remodeling in your local neighborhood, Addressable Geo-Fencing has you covered.
Leveraging either first-party data from your CRM database or customized lists from Simpli.fi, we convert street addresses into geo-fences that conform to the plat lines of each address. We then match mobile GPS signals to these fenced parcels, expanding targeting via the cross-device matching to other devices within the household.
YOUR PARTNER SHOULD BE DISCUSSING A COOKIELESS FUTURE
With more to come in on our next blog with additional recommendations for your cookieless future, we hope this left some questions in mind. While we aren’t moving away from 3rd party cookies in the immediate future, it’s important to start asking the right question on how your media mix is evolving into this stage. It will be here before you know it!
Can’t wait for next week’s episode?
Feel free to fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for next steps.
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