We ran a survey. 87 percent of the businesses we spoke to are advertising on Facebook. These businesses are putting 6 percent of their revenue into the platform.
And yet, most of these businesses didn’t truly understand if their ads were reaching real people, and if those real people were coming to their stores and buying their products.
87 percent of the businesses we spoke to were spending money on Facebook. In fact, they were putting 6 percent of their revenue into Facebook.
Not their budgets, their revenue.
Most of these businesses had no idea if their ads were hitting real people, or if someone who saw their Facebook ad was coming to their physical location.
So let’s talk about you.
You have data. That’s a good thing. You know your target audience’s age, gender, and location. Thanks to third-party cookies you have an idea of what websites they visit and what kinds of content they enjoy.
With this information, you run a Facebook campaign, or mobile, or a combo of both.
But what happens if the person you’re targeting switches experiences? They log onto a computer at work to check sports scores, or start watching Netflix on their connected TV? Does the conversation with them end? Do you lose them until they’re back on Facebook?
Let’s take it a step further. What happens if they see your ad on Facebook, then come to your physical store location and buy something in your store? Or they see your ad, decide to buy, but do so at a later date through a different digital experience (like Amazon)?
How do you know you’re talking to the real people you want to talk to? How do you properly attribute the success of your campaign to the ads you ran, and properly allocate future budgets?
You need to know who you’re talking to, across all experiences and devices. The key to this is identity resolution.
So, what’s identity resolution?
It’s a phrase that gets thrown around a lot. But we’re going to break it down.
Identity resolution is a tech-driven process that lets marketers and publishers form a clear idea of who their customers are on an individual level.
It merges a person’s digital self to their real self, using data points like mobile IDs and Connected TV data, combined with ethically-sourced PII data. It’s how you deliver ads to the real people you want to target, whether they’re on mobile, desktop, at work, at home, in line waiting for coffee, wherever. It’s also how you know that the person you targeted with a Facebook ad then came to your physical location and bought a product. This is really important for retailers and small businesses who want to SEE they’re marketing dollars working.
With identity resolution, privacy becomes extremely important. You need to work with a company that’s GDPR and CCPA-compliant. Look to see what their stance is on a unified national privacy law (they should be in favor of one) and if they’re part of privacy enforcement groups like the Digital Advertising Alliance.
If your marketing partner has the tools to properly perform identity resolution, they’re fully compliant, they take privacy seriously, and they have the work to back it up, you’re in business.
Here’s what it actually means It matches someone’s digital self to their real self
Digital self Desktop Cookies Mobile IDs Connected TV data
Real self Ethically-sourced PII data
360° view of an actual human
You need to do this the right way. That means being honest with users and being fully compliant with privacy laws like CCPA and GDPR.
Here’s a bit about us.
We provide two main services:
We build digital marketing campaigns for businesses of all shapes and sizes. We build target audiences full of real people, deliver compelling ads to these people, and measure the results in a way that's easy to understand, whether you're a big retailer or a small mom-and-pop shop. We can show you if people physically came to your store based on our campaigns, and we only market to real people, not bots or cookies. We help companies monetize their data, utilize ours, or both. We partner with SSP, DSP and DMPs, data platforms, app devs, publishers, and agencies. We have over 150 employees, have offices in New York, New Jersey, Philadelphia, Buenos Aires, and workers around the world. And we run tens of thousands of campaigns a year.
Established in 2010 Employees: 150+ Global Offices 70k+ campaigns
SSP, DSP & DMPs Data Platforms App Developers Publishers Agencies
Thank you for listening. If you have questions about Identity Resolution -- or anything we talked about -- you can drop me a line any time.
Modern Retail Summit Fall 2019 | Bridge
SVP of Data and Strategic Partnerships
You know things like:
+ Data from third-party websites
So you decide to run a Facebook campaign,
mobile campaign, or some combination of
So let’s talk about you.
You’re a big retailer or a small business and you have data about your audience.
That’s a good thing.
WTF is identity
It’s a phrase that gets thrown
around a lot. But it’s the key
to understanding if you’re
reaching real people.
360° view of an actual human
So: hello there. We’re Bridge.
We provide a simple-yet-powerful way to reach real humans— 250 million of them
in the U.S., in fact. Then we show you real results (even if they buy in person).
MARKET TO REAL PEOPLE,
NOT BOTS OR COOKIES
Only one quarter of digital ad spend
hits real people, according to the
ANA. That’s a problem.
MAKE YOUR DATA STRONGER,
THE RIGHT WAY
We can help you monetize existing data.
We’re fully GDPR/CCPA compliant, and a
member of the DAA.
Let’s talk about identity resolution.
DROP US A LINE:
Thanks for listening.