With Adnuntius Data, you as a publisher can let advertisers synchronize their users with your audience so that they can keep using their own data in targeting. Since the blocking of third party data kicked in it has become increasingly hard to make retargeting happen, but Adnuntius Data lets you bring this opportunity back on the table. While Facebook calls it “Custom Audiences” we call it “Common Audiences”.
Why Common Audiences? Simply because third party cookies are being put to death. Advertisers experience increasing difficulties using data in targeting, while publishers experience sharp drops in revenue.
If you have tried creating a custom audience in Facebook, then think of that and you’re already there. For those of you who haven’t tried this yet, here is how it works.
Whenever a user visits an advertiser’s website, and that user allows the advertiser to collect and share user data, then the advertiser can store different types of information to this user’s profile. If that user later goes to a publisher’s website, then ideally the advertiser would like to reach this user with an advertisement. This is however what is made difficult by the death of third party cookies. Enter Adnuntius Data.
Adnuntius Data allows an advertiser to sync its user data with a publisher’s Adnuntius Data account, so that a Common Audience is defined. This audience is then enriched by the data that the advertiser collected for those users.
The Common Audience can then be purchased by the advertiser in a campaign. This way we are effectively bringing back retargeting.
When advertisers are sending data to a publisher’s account, the data can be kept tidy and separated using folders inside of Adnuntius Data. This ensures that all data originating from one advertiser can be found in one place, and you can also invite the advertiser to access this user information (but no other information) in Adnuntius Data if you would like to.
Sharing data across entities should be done only after consent is given by each user. As advertisers will be sharing their data with you as a publisher, you should therefore require those advertisers to abide by privacy legislation, which in the EU means among other that they need to provide their users with transparency (what information they will collect, and for what purpose) and choice (the right to reject data collection and sharing).
Don’t be a stranger! Reach out at any time to firstname.lastname@example.org and we’ll set up a short call to walk you through how it all works and how we can get you ready.