Although shopping lists are as old as purchases and represent The most direct expression of customer desires, they have not figured prominently in many marketing campaigns.
First use by external advertising networks. The New York-based PDN uses anonymized shopping list data from about 20 participating iOS and Android apps, such as AllRecipes, Our Groceries, BuyMeAPie, Scan2List, and Shopper. Buyers consent to their data being used in this way when downloading free apps.
With this new partnership, Kiip, headquartered in San Francisco, will put the shopping list data within the scope of the application. or mobile web advertiser. Since 2010, PDN data was only available for ads in participating apps, although data was also purchased occasionally to create segments for external advertisers.
But this is the first use in external advertising networks. The shopping list data and buyer profiles are integrated with Kiip's data, which helps target ads at the right time, for example after a user has completed his workout or when the user opens a new level in a mobile game.
Working with LiveRamp. Although users are anonymous, advertisers will be able to target specific segments, such as children-related object users, such as baby foods, or gluten-free buyers, because their mobile device IDs are known. The data is also used to create similar models to find new buyers of a product.
In addition to its own ad network, Kiip also makes this targeting data available through the LiveRamp identity resolution provider. While LiveRamp can link various online and offline datasets to create a unified profile, Lauren Farricker, director of data strategy and Consumer Insights at Kiip, said that LiveRamp only provided a single profile. access to the platforms of the application.
Why you should care Shopping lists are the purest form of buyer intent, but advertisers' access to the vast PDN network has been limited. PDN says its network represents more than 50 million monthly customers and more than 140 million shopping trips per month.
This new partnership opens this targeting by product and by profile, offering the reverse of data based on purchases, as of Catalina . In this way, buyers can be specifically profiled based on what they go to the store rather than what is likely to interest them according to the data.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the Author
Barry Levine covers the marketing technology of Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.