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When You Go Too Narrow, You Lose Sight

Identity-safe advertising is the cornerstone of next-generation solutions for marketers who have been met with a showdown of cookie-based targeting. But how to research and reach your audience without relying on tracking their online activities? Our experience is that many instinctively turn to what is called Micro-Targeting ("combining multiple audiences to target a very specific and precise target group") and end in a conflict where “We targeted too much, and we went too narrow.”. Dig into the white paper What Is Wrong With Micro-Targeting? and get our comments on why too much guesswork is problematic when you target very narrowly.

From Fragmentation To Flow Of Insight

Byron Sharp, Professor of Marketing Science from the Ehrenberg-Bass Institute for Marketing Science, has published a study where researchers analyze 3.1 million ad exposures. It finds that micro-targeting generated very low click-through rates, sometimes even lower than campaigns with no targeting. So why even consider this super narrow targeting? CDO Ulrik Larsen comments that the apparent ability to pinpoint exact and very-very detailed audiences has led to very high, sometimes misguided, hopes for digital advertising by adding more platforms, more data, more fragmentation between who creates the brief and who finally activates the audiences:

"We know our clients, and the problem is not a lack of competencies. It is much more a question of fragmentation. There is often a very long way from the clients to the executing trading desk. It is not unusual to see 8-10 steps between the client and the programmatic team implementing the online targeting strategy."

You are very welcome to reach Ulrik or your local rep for a talk about how to avoid fragmenting your targeting process and successfully create a flow of shared insight towards activating the same audience to all your selected channels.

If you are looking for an introduction to how to use the tool, 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.

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