Visma: Cookies continue to crumble
Visma - a leading European supplier of business-critical software - has written one of the most interesting posts about the digital ad future without cookie tracking, that we have read in a while. With a deep understanding of the long-standing dependency on cookies for audience management, Visma examines how & why IDFree by NDR is one of the most intelligent targeting platforms in the post-cookie reach of consumers.
"For those who have worked with programmatic advertising for some time, they probably know Nordic Data Resources and their MOSAIC segments. Should you mysteriously have missed them, you will at least notice them in the future. Nordic Data Resources has always been based on data without cookies, and we have had access to the data through DSPs such as Adform. But now they have taken the step even further, and launched IDFree, a platform where you can build and adjust your target group before you send it over to your DSP."
Our IDFree by NDR solution provide the privacy-safe data behind understanding the audience's lifestyle through the neighbourhood they live in. A solution so important to the adtech industry, that it got us listed on the 2021 European Martech Supergraphic.
More relevant than ever
With the cookie crumbling, Visma points to the fundamental importance of the IDFree tool.
And we do indeed stand out with our dynamic cluster algorithm and data partnerships, that allow modern marketers to - privacy safely - predict the social demographics and relevant consumer consumption patterns of their audience.
"The target groups in IDFree are based on consumer classifications, geographical tagging of neighborhoods and national data statistics. By crossing the various data sources, they have managed to build a system where you only control by geography, including zip codes, which have the common features that you are looking for."
"This type of data is thus nothing new, but it is more relevant and relevant now than ever. And with long experience with the use of cohort segmentation, we can honestly say that this good and efficient data is what we expect to see more use of in the future."
The Visma blog post is well-rounded with perspectives on contextual placements and cohort data as well as first-party data solutions. It is a window into current programmatic advertising and why changing the strategy for ad purchases is a given today. We give it our warmest recommendation.
Let's talk about you
You are very welcome to reach us for a talk about how we can support your IDFree targeting strategy and reach:
Gunnar Kihl, Managing Director & Co-founder of Nordic Data Resources