eMarketer: Reach your best customers in a privacy-first world

As marketers look toward the future to a cookie-less, post mobile ad-ID world, the types of audience targeting that they’re accustomed to doing becomes much more challenging.

Hear insights from Jen Gold, Director of Product Marketing at Arity, on what marketers and advertisers can do to reach the right customers at a time when privacy is a chief concern.

Transcript

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Reach Your Best Customers in a Privacy World with Private Marketplaces with Arity

What is the biggest challenge digital marketers face today?

Jen Gold
Director, Product Marketing, Arity

Jen Gold:
As marketers look to the future toward a cookie-less, post-mobile ad ID world, the types of audience targeting they’re accustomed to doing becomes much more challenging. Privacy has become a real issue for consumers. More than half of U.S. online adults have concerns about their privacy and how companies are collecting their data, and consumers are taking action to protect themselves. Today, 85% of U.S. online adults say they use at least one tool to protect their privacy online. So with these major shifts in the digital landscape to ensure user privacy, like Apple’s app tracking transparency, Google planning cookie deprecation from their Chrome browser, and regulations like GDPR [General Data Protection Regulation] and CCPA [California Consumer Privacy Act], smart marketers are looking for new ways to reach their best customers effectively.

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How can marketers continue reaching customers in a meaningful way, given new restrictions?

Jen Gold:
Brands across all verticals have increased their focus on finding premium environments that don’t rely on cookies and mobile ad IDs, but still enable audience segmentation and targeting to spend their advertising dollars. Private marketplaces, or PMPs, really fit this bill as they offer high quality ad inventory, unique consumer behavior data, and methods to enable marketers to do audience segmentation and targeting. You might not realize this, but in 2020, ad spend on private marketplaces actually overtook ad spend on the open web, and that gap continues to widen. Programmatic spending on private marketplaces in 2023 is projected to reach over $20 billion compared to spend on the open web of less than $14 billion and spend on PMPs continues to grow. It’s projected to reach almost 27 billion by 2025. The attraction to PMPs is clear. They offer an invitation-only programmatic auction where premium publishers can make inventory available to select partners. In addition to premium ad inventory, key benefits of PMPs include programmatic efficiency, brand safety, and transparency. PMPs individually might not have the scale of the open web, but they represent a more controlled environment for accessing high quality inventory while still enabling audience targeting. And in aggregate, PMPs actually exceed the scale of the open web. You just need to choose your PMP partners wisely.

PMPs actually exceed the scale of the open web. You just need to choose your PMP partners wisely.

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How can Arity help marketers find their best customers?

Jen Gold:
The Arity Private Marketplace is an exclusive network of dedicated ad inventory in mobile apps with driving-related content. Arity has driving behavior from nearly 30 million connections, including data about how, when and where people drive. Advertisers can reach customers in the Arity PMP based on a variety of driving behaviors, including:

• distracted driving
• hard braking
• speeding
• annual miles driven
• commuting habits
• predictions on future drives
• points of interest along frequently traveled routes

And Arity captures data on how customers get from point A to point B to point C, which tells marketers much more about their prospects than just a snapshot in time ever could.

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How can quick-serve restaurant and retailer marketers use driving data to reach their best customers?

Jen Gold:
Driving behaviors can be really powerful for marketers across so many different verticals:

Companies with physical stores like retailers and quick serve restaurants, they can use driving behavior data to understand who is driving past their locations on a regular basis and display relevant ads even before someone drives past their store. This keeps the store brand top of mind and offers users an incentive to stop in, instead of driving by – perhaps to a competitor’s location.

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How can automotive and aftermarket marketers use driving data to reach their best customers?

Jen Gold:
Automotive and auto aftermarket brands, they can use driving behavior data to reach drivers based on things like how many annual miles they drive and their commuting habits. For example, tire companies can reach high mileage drivers who put more wear and tear on their tires, and marketers promoting electric vehicles can reach short-distance commuters who are less likely to run out of charge.

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How can auto insurance marketers use driving data to reach their best customers?

Jen Gold:
Auto insurance marketers can use audience targeting in the Arity PMP to target ad campaigns and reach people based on how they drive. For example, if an auto insurance carrier is looking to increase the overall profitability of their business, they might decide to target lower risk drivers who are most likely to become their best customers. But if a carrier is looking simply to bind as many new customers as possible, they can target all types of drivers, maybe spending a little bit more to reach the low risk drivers and a little bit less to reach the higher risk drivers.

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What should marketers take away from this conversation?

Jen Gold:
Marketers looking for a smart way to continue audience targeting to reach their best customers in the face of increasing privacy laws should look to private marketplaces. They offer exclusive high quality ad inventory, often with a contextual element, unique consumer behavior data, and methods to enable marketers to do audience segmentation and targeting.

If you’re looking to reach people based on how, when, and where they drive, Arity has a number of resources for you to explore on arity.com.

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arity.com/marketing

Reach Your Best Customers in a Privacy World with Private Marketplaces with Arity

Featuring Jen Gold
Director, Product Marketing, Arity

Insider Intelligence | eMarketer