Do you really know someone based on their browsing history? Since the early days of the WWW, advertisers have been using your internet search history to create a “profile” of you that includes which businesses you frequent, what your consumer interests are, whether you are a parent or a student, and so much more. But, the truth is, just because you search something on the internet, that doesn’t mean you’re in the market to buy. What you search for online doesn’t tell the true story of who are online.
For example, let’s say you’re searching for something on Amazon. Then, you get a Facebook notification and check your newsfeed, only to be hit with an ad for the same product by a competitor? Well, that’s not a coincidence; that’s a cookie.
This may sound very intriguing for marketers, but think about your own browsing history. Have you ever looked up a product that you have no intention of getting, but searched it just out of curiosity? Can browsing history really paint an accurate picture of the type of person you are as a consumer?
Here’s a case study we’d like to highlight about the reality of cookies:
While cookie targeting seems like a good approach in theory, there are many wasted dollars spent in this channel due to inaccuracies in targeting applicable sites. The biggest culprit of fraudulent/inaccurate data: Bot Traffic.
Recently, web browsers such as Safari and Mozilla Firefox have started to block third-party cookies in response to user privacy concerns. While these browsers have been implementing this for some time now, the newest web browser to join in on this change is Google Chrome. Chrome announced in January 2020 that for the next two years, they will be phasing out third-party cookies. With Chrome being the leading web browser, hosting 60% of global internet users, this announcement greatly affects all marketers who rely on third-party cookies to reach their target audience (CNN.com, 2020).
As a result-based targeted marketing agency, DBMG works with our clients in channels that can successfully deliver 1:1 messaging to the consumer who is qualified and prepared to purchase. Through the advancement of technology and the development of our database cleansing processes, we are able to deliver hypertargeted messaging to consumers using IP Targeting.
Cookie-based re-targeting uses web browsing data, while IP Targeting uses physical data attributes.
IP addresses are appended to physical addresses, and by associating a unique IP address to an individual household, more precise information can be gathered and used to create and deliver a hypertargeted ad, on any device associated to that address (mobile or desktop).
Learn more about our custom targeting capabilities and various marketing initiatives by getting in touch.