Leverage private marketplaces to reach your best customers in a post-cookie and privacy-first world

Jen Gold · April 14, 2023 · 3 min read
How can marketers reach their best customers when they can no longer rely on cookies and MAIDs? 

This blog is the first in a series that will discuss how marketers can leverage private marketplaces and audience targeting to reach their best customers. Read the second and the third post.

As marketers look to the future toward a cookie-less, post-Mobile Ad ID (MAID) world, the types of audience targeting they’re accustomed to becomes more challenging. With major shifts in the digital landscape to ensure user privacy, like Apple’s App Tracking Transparency (ATT) and Google planning cookie deprecation from its Chrome browser, smart marketers are looking for new ways to reach their best customers effectively.

What’s next after cookies and MAIDs? Private marketplaces

Brands across all verticals have increased their focus on finding premium environments that don’t rely on cookies and MAIDs – but still enable audience segmentation and targeting – to spend their advertising dollars. Private marketplaces (PMPs) are a type of walled garden that fit this bill, as they offer high-quality ad inventory, unique consumer behavior data, and methods to enable marketers to do audience segmentation and targeting.

The rise of walled gardens

In 2020, walled gardens overtook the open web in ad spend, and that gap continues to widen year over year. Programmatic spending on walled gardens in 2022 was over $90 billion and is projected to reach over $120 billion in 2024. The attraction to PMPs is clear: They offer an invitation-only, programmatic auction where premium publishers offer inventory to a select group of buyers.

PMPs may not have the scale of the open web, but they represent a more controlled environment for accessing premium inventory while still allowing audience targeting.

The Arity Private Marketplace

The Arity Private Marketplace is an exclusive network of dedicated advertising inventory in mobile apps with driving-related content. Arity has driving behavior data from nearly 30 million connections, including data about how, when, and where people drive. Advertisers can reach consumers in the Arity PMP based on a variety of behaviors:

  • Distracted driving, hard braking, and high-speed driving
  • Annual miles driven
  • Commuting habits, paths taken, and predictions on future departures
  • Points of interest along frequently-traveled routes

Mobility data and the Arity PMP

The data in the Arity PMP is not location data, which is a snapshot about where users were at a given moment in time. Rather, it is mobility data about where and how they drive, which is information about how users got from point A to point B, and where they went along the way.

Arity captures the full journey, which tells marketers much more about their prospects than just a snapshot in time ever could.

Key benefits of the Arity PMP include:

  • Personalization: Marketers can display custom ads to users in the Arity PMP using driving data, which can be leveraged to show different ad messaging to people based on their driving behaviors.
  • No need for MAIDs: The Arity PMP reaches people based on a unique identifier that is MAID-independent, so all users are addressable.
  • High CTRs: Because ads in the Arity PMP are contextual and targeted, click-through rates are much higher than on an open exchange.
  • Privacy compliant: All consumers seeing targeted ads in the Arity PMP have opted into sharing their data.

Over the next few weeks, Arity will publish a series of blogs detailing how marketers across many verticals can find their best audiences in the Arity PMP, including auto insurance, retail and quick serve restaurants (QSRs), automotive, auto aftermarket, fuel & convenience, and more.

Stay tuned, and learn more about the Arity PMP.

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