Find out why it’s trending and what tactics are available to you. It is a fantastic introduction to how lead generation is transforming the marketing and media industries. Find out more on how it works for you.
When surfing the internet, websites save small parcels of data on your computer called ‘cookies’. These cookies can be used to improve your experience with a website, and generally make your experience surfing the net better by helping to personalize your experience and also make things more convenient.
Some users delete or block cookies from being placed on their browser, citing privacy as their main concern. However, the positives outweigh any perceived negatives, as this article aims to explain the 5 main reasons you should not delete your cookies.
1. Cookies help to personalise your browsing experience
Everything from the content you read, to the advertisements you see can be tailored to your profile that is stored in your cookies. Rather than see advertisements that you have no interest in, it makes sense to be reached by companies and products that are suited to your interest. Through the information stored in your cookies, marketers can make your experience feel less like being spammed and more like relevant content that you have a genuine interest in.
2. Cookies can help to keep prices more competitive
Consider a company with an online marketing budget. If they are advertising to every Tom, Dick and Harry without knowing if they are the right person to show their ads to, they will have a much lower ROI on their advertising spend. However, if programmatic advertising can help to pinpoint the right person at the right time and lead to higher sales, then companies can afford to pass on savings to consumers, or at least not have to jack up their prices in order to maintain a profit.
3. Cookies don’t take up much hard disk space.
Some may think that cookies are causing their machine to run out of space, and that is simply not true. Cookies are normally under 100bytes. So even if you had ten thousand cookies on your system, it still would only be equal to around 1 Megabyte, or a quarter of an MP3 file.
4. Websites going wacky
Some websites will store personal information in your cookies such as your name, DOB, and account name. If you bypass the cookies you might come across errors or be asked to create a new account. This can be a nuisance if you want to have a quick and streamlined experience.
5. More information means a better understanding of consumers
With more data available, companies can achieve a greater understanding about their users. With a better understanding, it can affect all levels of a business in a positive way, by defining who their ideal customers are, and helping them to focus on those segments. This effect is lessened when people block cookies. By keeping cookies enabled, you help to make companies more effective at reaching their desired audience.
As outlined above there are several good reasons to not delete your cookies, and on the whole they will greatly enhance your online experience.
Since we launched our 3rd party profile data for programmatic retargeting campaigns we are proud to release the key findings:
Our data sets are building great momentum from within the leading trading desks in Australia and even some worldwide.
We are here to help you select the best profiles for your campaign please send us a campaign brief and one of our Account Managers will present back our recommendations.
Briefs to: email@example.com
-iNimbus provides greater depth of consumer information for better targeting-
-Partnership agreements signed with both demand and buying side companies-
10th September, 2014
Digital direct response experts iCumulus today launched a first in market real time data management platform (DMP) that allows for far more sophisticated, permission-based programmatic buying.
Called iNimbus, the DMP is unique in the Australian market because it offers permission-based consumer information via cookies; is user activated; provides more than 50 interest verticals such as investing and international travel and; for the first time for programmatic buying, all this information is provided in real time.
iNimbus feeds data into the programmatic ecosystem via Demand Side Platforms (DSPs). This data is cookie matched with permissioned fields of information, such as consumer profiles, interest in products and services and purchase intent from visitors to websites. Visitors agree at the ‘opt in’ stage to allow this information to be associated with a browser cookie. Users experience more relevant browsing as the data can be used to customise content as well as advertising.
Profile information collected includes demographic information, location, interest in key advertiser categories and purchase intention. Publishers who contribute data to iNimbus provide full disclosure to website visitors and no Personally Identifiable Information (PII) is collected or supplied during the process.
iCumulus Managing Director Mark Halstead said: “With deep experience in data marketing and working with Australia’s leading digital publishers, iNimbus was developed to help power programmatic display advertising with the best data set in market, offering advertisers data to utilise within any aspect of their digital targeting.
“iNimbus is unique because to date all consumer information is currently presumed – for example, if you visit a travel website, it’s presumed that you’re interested in travelling. iNimbus offers relevant, opt in, real time consumer information for programmatic buying to deliver better results for advertisers.”
iCumulus has partnership agreements to use iNimbus on the demand side with Turn and DoubleClick Bid Manager by Google, and soon to join are MediaMath and Adap.tv. On the buying side, Cadreon and Amnet are using iNimbus and iCumulus is in final discussions with the other major trading desks.
Cadreon Audience and Analytics Manager James Wood said: “We at Cadreon recognise the importance of data to help us achieve results for our clients. We are currently testing the iCumulus data sets and we can see the consumer interest plus intent data as high value to our clients’ businesses.”
iCumulus also has partnerships with a range of websites to collect the consumer information including lifestyle surveys, post transactional placements and free wifi websites.
Each consumer has opted in to receive offers from third party advertisers based on the profile information they have provided to each website publisher using the iNimbus DMP.
“The higher the relevance of these consumer offers, the greater the response rate the advertiser experiences. The data we offer provides up to three levels of user targeting: demographics, interest and intent, which are commercially available to advertisers to use within their programmatic buying campaigns. Data is then fed to each trading platform in real time for retargeting,” Halstead said.
iNimbus is the latest innovation from iCumulus, which also offers a full suite of digital direct response services including iCirrus (real time media trading desk), lead generation, email marketing, mobile marketing, digital asset monetisation, creative development and data validation.
iCumulus is an independently owned Australian company and specialists in digital direct response. The company was formed to fill a gap in the market following the success with a number of clients for lead generation campaigns. iCumulus was established by Mark Halstead, a senior media executive with 20 years experience and a pioneer of digital media. iCumulus offers a full suite of services for clients focused on the generation of consumer responses. These multi-channel campaigns are focused on digital media via its trading desk.
For further information please contact:
Third Avenue Consulting
0408 774 577
02 8262 8010
Data Management Platforms are generally thought of as a tool for bringing together large amounts of data from multiple 1st party and 3rd party sources into a single access point to improve advertising efforts and develop advertising campaigns.
However, there are other applications for DMP’s that can often be overlooked. The fact that DMP’s allow for a complex profile to be built up, leads to another possibility for brands to take advantage of: content creation.
By building up a picture of your user base, their interests and so forth, you can use this information to tailor content in order to reach and engage with as wide a user base as possible.
This can help to reduce the bounce rate from your homepage, and drill down on what appeals to your customers and making it a larger focus. By compiling a clearer picture of the interest verticals, you can use this as a catalyst for the ideas for everything from articles, videos, blogs, tutorials, email content and more.
Promotions can also be fine-tuned much more so that they appeal to your clients, to guarantee a much higher response rate to your marketing campaigns.
This information can influence the briefs that you supply to your designer and help you to give clearer guidelines on what your aims are, who your target audience is with much more certainty and a greater level of detail.
Use of a DMP to build up this profile for content creation will also help you to evolve as your business and your customers change.
iNimbus taxonomy allows for detailed profiles to be built with basic profile data e.g. Age, Gender, Location as well as interest categories like travel, finance, automotive, and then breaks it down even further with their intent level on their interest – e.g. planning to purchase a car in the next 0-3 months.
Analysis of this data will help to maximise your ROI through lead gen activity, but as outlined above, the applications are much more wide-reaching and it can help your success throughout your entire business by giving a clearer picture of your most valuable asset, your customers.