If you are paying separately for your data, audience activation, ad spend, and tracking – you are wasting money and falling prey to every platform’s monetization model.
It's a money pit, and you're playing right into the hands of their profit game.
The problems with siloing every part of your campaign:
The Data:
There are two parts– understanding your audience and then making sure you are actually targeting that audience. If you are building out your data on each platform separately you are most likely talking to different audiences– wasting spend since you are not saturating the audience as a whole.
Audience Activation:
When you take your data to have it activated for each platform, without a doubt bots are being dealt in, since there is no device mapping or signal data to verify they are real people.
Ad Spend:
Once you start deploying ad spend on the different platforms, you are wasting money several ways. One, without having one audience published across all platforms and channels you have no clue what audience you are saturating. Two- a good chunk of that budget is being wasted on bots or no viewable impressions.
Tracking:
If you aren’t able to track your engagement through conversion from your target audience, you don’t know which segment of your audience is driving the conversions.
How Specificity solves these problems:
The Data:
We build out granular audiences based on who you need to talk to, and ONLY those people. This audience is signal verified with device mapping to ensure bots are removed from the audience. Site traffic resolution is also a big part of the data, building out a first party intent data set for your business.
Audience Activation:
We publish the same audience across platforms to use an omni-channel approach for saturation. This ensures we are targeting the same audience across the channels for optimal saturation.
Ad Spend:
When data is published across multiple channels, we set saturation levels based on the goal of the campaign. We reach the optimal level across the entire audience, not just relegated to channel saturation. Additionally, cutting out bot traffic in the initial audience set up ensures we are only spending
Tracking:
Since we have visibility of the audience from the data build, to ad serving and then engagement we can attribute action and conversion to segments of your audience. This gives us the ability to track ROI and identify where there is opportunity for additional conversions. We also resolve the site traffic to help attribute conversions.
