00:00:10,490 --> 00:00:14,550
As marketers look to the future toward a cookie list, post mobile ad ID world,

00:00:14,770 --> 00:00:18,190
the types of audience targeting they're accustomed to doing becomes much more

00:00:18,430 --> 00:00:21,710
challenging. Privacy has become a real issue for consumers.

00:00:21,860 --> 00:00:26,630
More than half of us online adults have concerns about their privacy and how

00:00:26,630 --> 00:00:27,990
companies are collecting their data,

00:00:28,250 --> 00:00:31,430
and consumers are taking action to protect themselves. Today,

00:00:31,450 --> 00:00:36,390
85% of US online adults say they use at least one tool to protect their

00:00:36,390 --> 00:00:37,223
privacy online.

00:00:37,490 --> 00:00:41,270
So with these major shifts in the digital landscape to ensure user privacy,

00:00:41,620 --> 00:00:44,950
like Apples app tracking transparency, Google planning,

00:00:44,950 --> 00:00:46,910
cookie deprecation from their Chrome browser,

00:00:47,250 --> 00:00:49,910
and regulations like GDPR and C C P A,

00:00:50,400 --> 00:00:53,790
smart marketers are looking for new ways to reach their best customers.

00:00:53,790 --> 00:00:54,623
Effectively,

00:00:58,170 --> 00:01:02,070
Brands across all verticals have increased their focus on finding premium

00:01:02,070 --> 00:01:05,750
environments that don't rely on cookies and mobile ad IDs,

00:01:06,010 --> 00:01:09,910
but still enable audience segmentation and targeting to spend their advertising

00:01:09,910 --> 00:01:10,620
dollars.

00:01:10,620 --> 00:01:15,350
Private marketplaces or PMPs really fit this bill as they offer high

00:01:15,350 --> 00:01:16,790
quality ad inventory,

00:01:17,210 --> 00:01:21,870
unique consumer behavior data and methods to enable marketers to do audience

00:01:21,870 --> 00:01:25,550
segmentation and targeting. You might not realize this, but in 2020,

00:01:26,210 --> 00:01:31,030
ad spend on private marketplaces actually overtook ad spend on the open web

00:01:31,410 --> 00:01:33,030
and that gap continues to widen.

00:01:33,030 --> 00:01:38,030
Programmatic spending on private marketplaces in 2023 is projected to

00:01:38,030 --> 00:01:42,790
reach over 20 billion compared to spend on the open web of less than

00:01:42,990 --> 00:01:46,510
14 billion and spend on PMPs continues to grow.

00:01:46,620 --> 00:01:50,430
It's projected to reach almost 27 billion by 2025.

00:01:50,850 --> 00:01:52,670
The attraction to PMP is clear.

00:01:52,860 --> 00:01:57,710
They offer an invitation only programmatic auction where premium publishers can

00:01:57,710 --> 00:02:01,910
make inventory available to select partners in addition to premium add

00:02:01,910 --> 00:02:06,550
inventory. Key benefits of PMPs include programmatic efficiency, brand safety,

00:02:06,850 --> 00:02:11,390
and transparency. PMPs individually might not have the scale of the open web,

00:02:11,730 --> 00:02:15,510
but they represent a more controlled environment for accessing high quality

00:02:15,580 --> 00:02:19,390
inventory while still enabling audience targeting. And in aggregate,

00:02:19,810 --> 00:02:22,030
PMP actually exceed the scale of the open web.

00:02:22,170 --> 00:02:24,550
You just need to choose your PMP partners wisely.

00:02:26,530 --> 00:02:31,110
The Arity private marketplace is an exclusive network of dedicated ad inventory

00:02:31,170 --> 00:02:33,430
in mobile apps with driving related content.

00:02:34,390 --> 00:02:37,950
Arity has driving behavior from nearly 30 million connections,

00:02:37,950 --> 00:02:41,070
including data about how, when and where people drive.

00:02:41,790 --> 00:02:45,950
Advertisers can reach customers in the ity PMP based on a variety of driving

00:02:46,230 --> 00:02:49,870
behaviors, including distracted driving, hard breaking, speeding,

00:02:49,970 --> 00:02:52,750
annual miles driven commuting habits,

00:02:53,060 --> 00:02:57,230
predictions on future drives and points of interest along frequently traveled

00:02:57,230 --> 00:02:58,063
routes.

00:02:58,250 --> 00:03:03,240
And Arity captures data on how customers get from point A to point B to point

00:03:03,440 --> 00:03:07,880
C, which tells marketers much more about their prospects than just a snapshot in

00:03:07,880 --> 00:03:08,713
time ever could.

00:03:11,310 --> 00:03:15,280
Driving behaviors can be really powerful for marketers across so many different

00:03:15,480 --> 00:03:16,070
verticals.

00:03:16,070 --> 00:03:20,040
Companies with physical stores like retailers and quicker restaurants,

00:03:20,190 --> 00:03:24,120
they can use driving behavior data to understand who is driving past their

00:03:24,320 --> 00:03:28,720
locations on a regular basis and display relevant ads even before if someone

00:03:28,780 --> 00:03:29,880
drives past their store.

00:03:30,030 --> 00:03:34,160
This keeps the store brand top of mind and offers users an incentive to stop in.

00:03:34,310 --> 00:03:37,600
Instead of driving by perhaps to a competitor's location.

00:03:41,330 --> 00:03:43,720
Automotive and auto aftermarket brands,

00:03:43,870 --> 00:03:47,840
they can use driving behavior data to reach drivers based on things like how

00:03:47,840 --> 00:03:51,640
many annual miles they drive and their commuting habits. For example,

00:03:51,950 --> 00:03:56,040
tire companies can reach high mileage drivers who put more wear and tear on

00:03:56,040 --> 00:03:56,873
their tires,

00:03:57,020 --> 00:04:01,480
and marketers promoting electric vehicles can reach short distance commuters who

00:04:01,480 --> 00:04:03,200
are less likely to run out of charge.

00:04:06,550 --> 00:04:10,760
Auto insurance marketers can use audience targeting in the A D P M P to target

00:04:10,940 --> 00:04:15,080
ad campaigns and reach people based on how they drive. For example,

00:04:15,260 --> 00:04:19,760
if an auto insurance carrier is looking to increase the overall profitability of

00:04:19,760 --> 00:04:20,593
their business,

00:04:20,750 --> 00:04:24,800
they might decide to target lower risk drivers who are most likely to become

00:04:24,800 --> 00:04:25,920
their best customers.

00:04:26,420 --> 00:04:30,400
But if a carrier is looking simply to bind as many new customers as possible,

00:04:30,830 --> 00:04:32,600
they can target all types of drivers,

00:04:32,970 --> 00:04:36,680
maybe spending a little bit more to reach the low risk drivers and a little bit

00:04:36,710 --> 00:04:38,440
less to reach the higher risk drivers.

00:04:40,510 --> 00:04:44,240
Marketers looking for a smart way to continue audience targeting to reach their

00:04:44,240 --> 00:04:45,020
best customers.

00:04:45,020 --> 00:04:48,720
In the face of increasing privacy laws should look to private marketplaces.

00:04:49,270 --> 00:04:54,120
They offer exclusive high quality ad inventory, often with a contextual element,

00:04:54,500 --> 00:04:55,680
unique consumer behavior,

00:04:55,790 --> 00:05:00,200
data and methods to enable marketers to do audience segmentation and targeting.

00:05:00,420 --> 00:05:03,720
If you're looking to reach people based on how, when, and where they drive,

00:05:04,480 --> 00:05:08,160
Arity has a number of resources for you to explore on Arity.com.