When companies buy advertising, they define segments and personas to try and target like-minded people, often using terms like “lookalike models” in programmatic advertising (automated ad placement across the internet). Without updated and properly stored data due to blocked or deleted cookies, the information on potential customers becomes unreliable, leading to poorly targeted ads and inefficient return on ad spending (ROAS). Traditionally, third-party cookies largely governed the creation of cookie pools and profiles, however, this system is now falling apart, which leads to outdated and inaccurate data.
The kicker here is that the data has never been accurate, and these methods have always been questionable. Brands have trusted agencies to build precise campaigns, but true measurement has always been murky. Google has been targeted quite a bit in this, but what does it mean? That “conversions” and “attribution” measurement will come with a lot of gaps.
Although new frameworks pop up every few months (for example Snowflake’s clean rooms, Google’s updates, and the TradeDesk UUID), they’ve resulted in fragmentation similar to the shift from cable to streaming services. The increase of multi-device content consumption adds another complex layer since most platforms tie to a single device.
There are also “data sharing” partnerships out there like Acxiom, which further complicate the landscape. In these situations, vendors partner with credit card companies and other massive data owners to build databases full of profiles, augmenting data for brands. It’s similar to when marketing buys a list to campaign against, but in this case, it’s tied to a pixel that fires on a brand’s website and connects to a massive database that reconciles within Acxiom’s system. Here again the same problem persists. Those pixels get blocked, and the database resolution becomes less accurate.
Key Data Challenges
Here are the key challenges that make effective ad targeting and measurement increasingly difficult:
- Gaps in Data & Lack of Transparency: Leads to poorly designed segments, and vendors often not being honest
- Wasteful Ad Spend: Due to targeting the wrong audiences
- First-Party Data Struggles: Brands can’t effectively grasp or use it
- Data Latency: Most ad systems lack real-time updates, refreshing only every 24 hours
- Poor Marketing Performance Insight: Attribution models are falling apart
While it might seem hopeless, there is a way to bridge these data gaps and supercharge your ROAS. Celebrus ensures robust validation of traffic, guaranteeing engagement with authentic audiences. Building accurate identity profiles that encompass interactions over time, sessions, sites, devices, and brands, we provide a holistic view of customer behavior. Celebrus tracks entire customer journeys, including attribution, conversions, and campaign history, enabling brands to understand the complete impact of their marketing efforts. Our platform works with your existing tech stack to facilitate instant, contextualized data transmission via API, supporting real-time decision-making and dynamic campaign adjustments. Brands can achieve accurate targeting, efficient spending, and insightful campaign analysis with our comprehensive suite of features that address critical advertising needs.
It’s time to turn on the light with Celebrus and navigate modern advertising with confidence.
Contact us today to see our solution with your brand.
