There could be light at the end of the tunnel for client marketers stressing out over the potential demise of third-party data with the launch of a new prospecting platform that boosts more than 300 opted in advertisers.
The scheme has been devised retargeting specialist AdRoll, established in 2007 in San Francisco, with offices in New York, Sydney, and a recently expanded Dublin operation.
AdRoll Prospecting platform works by allowing advertisers to pool their first-party customer data, thus creating a massive set of potential customers called the AdRoll IntentMap.
The IntentMap is claimed to be the largest pool of first-party data globally, with more than 1,800 advertisers worldwide already opted-in.
Companies participating in the AdRoll IntentMap range from SMEs to big brands, giving them the ability to reach a diverse set of more than a billion anonymous user profiles, the company claims.
Once an advertiser has opted-in Prospecting goes to work by targeting new users that have similar behavioural patterns to the business’ existing customers.
This combination of high-intent, first-party data and powerful predictive algorithms has shown strong performance results for initial customers, the firm reckons. Advertisers using Prospecting have on average seen a 30% increase in engagement and an 11% lift in total conversions compared with an average retargeting campaign.
Ben Francis, co-owner and founder of fitness wear specialists Gymshark, an early adopter of AdRoll Prospecting in the UK and Europe, said: “We wanted to drive highly qualified new users to our site. By using the powerful intent data from our existing customer base, AdRoll Prospecting focused on finding customers who shared this profile and were actually in the market to buy. Prospecting offered us an intelligent, profitable way to connect with, and share our vision with our customers – since we started with AdRoll Prospecting, the number of new, highly engaged site visitors immediately grew by 20%.
“We also saw an increased ROI of 54% for our existing retargeting campaigns, with retargeting click throughs increasing by 40%. We’re a rapidly growing brand with a strong vision, and these results are what we need to be able to focus our attention on growing other parts of our business.”
AdRoll EMEA managing director Michael Bertaut said that the time has come for marketers to become more savvy about harnessing data to hone campaigns and deliver tangible results.
He added: “When diversified first-party data is pooled at scale, our entire network benefits with better performance and incremental new customers.”
Backed by the likes of Foundation Capital, IVP, Accel Partners, and Merus Capital, AdRoll has received $89m (£52m) in funding since launch.
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