As marketers look to the future toward a cookie list, 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 us 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 US 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 Apples app tracking transparency, Google planning,
cookie deprecation from their Chrome browser,
and regulations like GDPR and C C P A,
smart marketers are looking for new ways to reach their best customers.
Effectively,
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 PMP is clear.
They offer an invitation only programmatic auction where premium publishers can
make inventory available to select partners in addition to premium add
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,
PMP actually exceed the scale of the open web.
You just need to choose your PMP partners wisely.
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 ity PMP based on a variety of driving
behaviors, including distracted driving, hard breaking, speeding,
annual miles driven commuting habits,
predictions on future drives and 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.
Driving behaviors can be really powerful for marketers across so many different
verticals.
Companies with physical stores like retailers and quicker 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 if 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.
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.
Auto insurance marketers can use audience targeting in the A D P M P 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.
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.