Display Advertising at Scale provides an in-depth understanding about the limitations of cookie-based behavioral targeting, focusing on two major issues:
- Limited Reach to Unique Users
- Lack of Data Accuracy
Addressing the industry's “thin data” problem, this white paper from Semcasting closely examines how cookie blocking, duplication, expiration and audience compression can negatively impact campaign reach and performance.
More significantly, this white paper Introduces a breakthrough alternative to cookie-based behavioral targeting that dramatically increases both the scale and accuracy of display campaigns. Rather than tracking implied behaviors online, IP Zones effectively links online audiences to their household demographic profiles through a completely privacy compliant platform. Learn how this "mailbox to modem" targeting solution allows online audiences to be accurately verified through a multi-variate process familiar to direct marketers and CMOs. Advertisers can now reach nearly 100% of their qualified prospects and verify the data integrity if every impression before it is ever served.