“Ignoring online advertising is like opening a business and not telling anyone.”

Introduction

Over the past few years there have been a number of changes to how user data can be collected and used. One of the bigger changes came from a big player in the tech field: Apple. The release of iOS 14.5 gave users additional control over the data that they share with companies by sending a push notification prompting them to allow apps to track activity. This gives users the ability to block activity tracking & the sharing of their IDFA (IDentifier For Advertisers). In layman’s terms, it limits the ability to target people with digital advertising based on behavior and interests.

This doesn’t mean that the people who opt-out will no longer see ads, it just means the ads they’re served won’t be based on their interests & activity. Most users don’t really understand that opting-out is essentially “signing up” to receive irrelevant ads instead of meaningful ones.

Of course, every problem has a solution and it’s possible to get things back on track. In this post, we’ll look at this issue and the solution in closer detail.

The Problem - Improving Digital Advertising Results

Prior to the release of iOS 14.5, users automatically agreed to share data with marketers by using the application. They could opt-out, but most users didn’t. Today, users are asked to opt-in, and the vast majority choose not to (76% in the U.S.) This impacts Apps and pixels, meaning Facebook, Google and other DSP’s can’t provide attribution that’s as meaningful. They’re unable to precisely match the user and serve appropriate ads, which greatly impacts advertising effectiveness.

You may be thinking this is just a remarketing issue, but it’s not. It also impacts look-a-like audiences, targeting hot prospects who are in the market to buy, and more. You’re no longer able to get your ads in front of as many of the prospects who are most likely to buy.

In other words, there’s been a whole host of problems that severely damaged the effectiveness of marketing campaigns. And marketers have to spend more money to get less results. It’s been especially impactful to car dealers’ Dynamic Inventory Retargeting, which is a very effective strategy to include the specific vehicle(s) a visitor viewed in the ads they see across the internet.

The Solution - Fanatic Marketing Digital Advertising

This issue may seem complicated, but it can really be boiled down to this… there has been a lack of data. Marketers have been trained to rely on Google & Facebook pixels and with no other resource for targeting the people who visit your website and view inventory, or building look-a-like audiences of hot prospects who are in the marketing to buy.

That’s where Fanatic Marketing’s Identity Graph comes in. We’ve incorporated online data, offline data, transactional data, VIN data files, consumer data files, Real Property Records, Public records, New Mover files, affiliate data aggregators, device fingerprinting and more in order to align various customer identities into a single, centralized point. Our Identity Graph recognizes web users regardless of the device.

Then, connect those data points via first, second, and third-party data, resulting in identifying both customers and anonymous visitors as individuals. Ultimately, this enables us to deliver enhanced targeting via dynamic email, remarketing, and other digital advertising.

Auto Dealer Advertising from Fanatic Marketing

If experiencing improved service and care from a boutique agency paired with increased advertising results sounds interesting to you, be sure to get in touch with us here at Fanatic Marketing. We specialize in auto dealer advertising that gets better results. Guaranteed.