TARGET, REACH, MEASURE.
Advertising Technology (AdTech) is in the midst of great flux. 3rd party-centric marketing is being deprecated across the web, and 1st party data from real individuals (called “people-based”) is the foundation of the new paradigm of modern AdTech.
In the past, marketers have mainly targeted profiles rather than actual people. Why? Because you couldn’t use Personally Identifiable Information (PII) when employing en masse target acquisition strategies, accomplished using browser-based 3rd party cookies. But those days are rapidly coming to a close.
Consumer privacy and security are the buzzwords of the day (rightfully so), and even now you can’t target and reach people like you could before. By 2022, even Google will deprecate those methodologies. People-based marketing and advertising are here to stay. At Succulent Data, we’ve been people-based all along.
Unlike marketing agencies, at Succulent Data we are first and foremost a data company. And we aren’t data brokers. Instead, we are one of the largest data companies in the world, which gives us capabilities that marketing agencies simply don’t have.
IT JUST MAKES SENSE.
At Succulent Data, we were one of the first companies to bring the power of programmatic advertising to small and medium-sized companies using our own demand side platform (DSP). Until then, only large Fortune 500 companies were able to fully benefit from advanced advertising technologies. That experience enabled us to be on the forefront of the people-based marketing and advertising revolution. While other companies have had to completely overhaul their entire methodologies, essentially starting from scratch, our mindset in the very beginning emphasized people over than profiles. And our clients are the beneficiaries.