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Is Mobility Data A Stepping Stone To Privacy-First?

Marketers are furiously looking for reliable data sources in the privacy-first advertising era, writes Street Fight Magazine and points to privacy-compliant mobility data as a trend. Mobility data can be explained as combining users' engagement data with their app ownership, or in the words of Mike Peralta, vice president and general manager at Marketing Solutions: “The mix of mobile apps on a person’s phone and how they use them are a strong representation of their general interests and behaviours.”. We will argue that collecting mobility data is only a step toward non-intrusive targeting and that a true privacy-first solution is built by coupling enriched socio-demographic data into stable lifestyle personas, located in geographical neighbourhoods and stripped of unique online identifiers - exactly what our tool is founded on.

Highly Effective IDFree Targeting

Naturally, is a born privacy-first solution and does not allow personal identifiers to enter our algorithms. We rely on online and offline socio-demographic data together with contextual targeting capabilities, that are GDPR- and CCPA-compliant, to build and map lifestyle audiences that are stable over time.

As initial tests by one of the world's largest video SSPs, smartclip, the adtech platform of RTL Group, has shown, IDFree targeting is highly effective in allowing advertisers to reach narrowly defined audience segments without infringing upon users’ privacy:

"IDFree targeting has proven to be highly effective in pilot campaigns tests across Sweden, Norway, and Finland - indicating an index uplift of 250 to 350 depending on the target group."

- Thomas Servatius, smartclip Co-CEO

You are very welcome to reach out to us for a talk about how you start to test and create a privacy-first targeting strategy for reaching multi-layered audiences.

If you are looking for an introduction to the tool and solution, please Book A Demo here.


IDFree audiences are currently available in Austria, Australia, Belgium, Canada, Switzerland, Germany, Spain, France, Italy, Japan, the Netherlands, Poland, Portugal, the United Kingdom and the United States for digital campaign activation on display and outdoor, mobile, video, and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat. See more

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