Advertising TechnologyEcommerce and RetailMobile and Tablet Marketing

Unlocking Precision and Insight: The Benefits of Private Marketplaces

Like it or not, marketers must get used to the idea of a cookie-less, post-Mobile Ad ID (MAID) future — and develop new strategies accordingly.

Traditional audience targeting methods are quickly becoming archaic as tech giants like Google and Apple respond to consumer and regulatory pressure to bolster user privacy. Cookie deprecation in Chrome is on the horizon while Apple’s App Tracking Transparency (ATT) feature already gives users enhanced control over how their personal information is shared. All of which means marketers need to find new avenues to connect with target audiences.

Fortunately, they don’t have to search very far.

Private marketplaces offer an exclusive walled garden environment in which marketers and advertisers can engage premium customer segments. These digital ecosystems offer marketers controlled access to user data coupled with tailored opportunities that are more targeted than those on the open web.

At Arity, where I lead product marketing, we’ve amassed a driving behavior database of over 200 million connections, providing marketers with a nuanced view of how their core customers travel through and interact with the world. Here’s a look at how you can leverage this driver data to reach consumers with customized ads that resonate and improve ROI.

Exploring A Mobility-Focused Private Marketplace 

Each private marketplace gives marketers access to unique audiences and targeting capabilities. Arity’s specialty is driving behavior data — mobility data about how people drive and where they go.

Unlike location data, which only tells you where someone is, mobility data paints a picture of drivers’ habits. This enables you to personalize your messaging based on:

  • How people act behind the wheel (distracted, speedy, etc.)
  • How often they drive
  • Where they go, how they get there, and where they stop along the way

This information is particularly useful for insurance advertisers and companies trying to reach on-the-go consumers, including retailers, quick service restaurants (QSRs), and fuel and convenience stores. 

No matter which sector you fall into, our private marketplace provides a comprehensive, precise view of your prospects. You can use it to:

  • Serve highly personalized ads to specific user segments. 
  • Reach users without relying on MAIDs, meaning all users within our ecosystem are addressable regardless of their device platform.
  • Achieve higher click-through rates (CTRs) with contextual and highly targeted ads.
  • Maintain privacy compliance — all users in our private marketplace have explicitly consented to share their data with us.

How Auto Insurance Carriers Can Leverage the Arity Private Marketplace

Auto insurers face the challenge of effectively targeting customers to increase their average customer lifetime value (LTV) and show return on investment of ad spend (ROAS). By leveraging driving behavior data, the Arity private marketplace enables you to make informed decisions on your ad placements and budgets, and customize ad creative based on specific driver segments. For example, you might engage low-risk drivers with safe-driving discounts, while encouraging higher-risk drivers to adopt safer driving habits.

But personalizing ad messaging isn’t the only advantage the private marketplace delivers. It also delivers data-driven campaigns primed to expand your book of business. Tapping into driving data enables you to strategically spend more to convert low-risk drivers — whose LTV is potentially five times higher — and pull back on spending for less profitable segments. You can also zero in on low-mileage drivers and serve them personalized ads for pay-per-mile programs, layering on driving risk data as necessary to attract the prospects you most want to bind.

How Retailers, QSR, and Convenience Marketers Leverage the Arity Private Marketplace

Brick-and-mortar brands struggle to attract customers to their physical stores in the digital age. Most digital marketing tactics and attribution models revolve around enticing consumers to click a link — not get in their cars and drive to a store.

But when you have access to information about consumers who regularly pass your location — maybe on their commute or route to the gym — you can time your messaging just right to boost foot traffic and sales. 

Depending on your brand, goals, and industry, there are a variety of ways you can take advantage of this data, called predictive point of interest (POI) data. Some successful use cases and tactics include:

  • Retail brands promote offers to consumers in their target demographic who regularly drive past their storefronts. They can even drill down further to offer more attractive deals to consumers who drive past their store before visiting a competitor.
  • QSRs use driving data to optimize their menus to entice hungry and thirsty drivers during peak traffic periods, when they stand to gain the most foot traffic.
  • Fuel and convenience stores can leverage driving data to predict return visits, offer deals based on driving behavior, and target drivers who spend the most at the pump.

Driving Behavior Data Drives Conversions

Private marketplaces provide a direct line to your most valuable consumers, even as evolving privacy and data regulations make web targeting and attribution increasingly challenging.

Driving behavior data, in particular, equips you with a granular understanding of your target audience’s travel patterns, preferences, and habits so you can create hyper-personalized campaigns that resonate. In an era when old digital marketing playbooks no longer work, driving behavior data enables you to stay connected with your most valuable consumers and achieve real results.

Jen Gold

Jen Gold leads Product Marketing for Arity's Marketing Solutions product line, where she oversees go-to-market activities for telematics-based offerings for marketers. Prior to Arity, Jen ran the Product Marketing organization at MediaMath where she focused on launching and expanding new solutions in the programmatic marketing space. Jen's experience includes Product, Marketing, Content and Business Development roles for companies of all sizes and verticals. During her time at TripAdvisor, Pearson, Barnes & Noble, The New York Times and numerous startups, she helped guide digital expansion, created and executed product roadmaps, and implemented strategies to build market share and brand awareness. Jen graduated from the University of Pennsylvania and lives with her family in Massachusetts.

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