testTag: id-free custom ai

Exploring Predictive Behavioral Targeting: What It Is and How It Works

Posted on June 5, 2024 by Dstillery - Cookieless

In the fast-paced world of digital advertising, the ability to anticipate customer behavior isn’t just an advantage — it’s a game-changer. Predictive behavioral targeting offers advertisers a powerful way to unlock this potential, ensuring ads don’t just reach an audience, but the right audience at the right moment. But how exactly does predictive behavioral targeting work, and why should it be a part of your advertising strategy? In this blog, we’ll dive into the fundamentals of behavioral targeting and how predictive models can supercharge your campaigns.

Understanding Predictive Behavioral Targeting

What is behavioral targeting, and how does it differ from other forms of advertising? Simply put, behavioral targeting is a technique that uses data from a user’s online behaviors — such as search terms, website visits, or online purchases — to show relevant ads to individuals. The goal is to ensure the right message reaches the right person at the right time.

However, predictive behavioral targeting takes this a step further. It involves using machine learning algorithms and AI to predict future behaviors based on past actions. So, instead of just responding to customer behavior after it happens, you’re anticipating it, offering a more personalized and timely experience without compromising user privacy.

Examples of Behavioral Targeting

For example, if users frequently visit travel blogs and airline websites, predictive behavioral targeting might serve them ads for vacation deals, travel insurance, or hotel stays. Similarly, if someone has shown interest in fitness equipment, they may start seeing ads for gym memberships or nutritional supplements.

With predictive behavioral targeting, advertisers can go beyond simple demographic data and tap into the evolving preferences and needs of their audience, ultimately increasing engagement and conversion rates.

To learn more about how behavioral targeting is different than contextual targeting, click here.

How Predictive Behavioral Targeting Works

The mechanics of predictive behavioral targeting rely on data analytics, machine learning, and AI. By analyzing massive datasets, algorithms can identify patterns in user behavior and predict future actions.

Here’s a breakdown of how it works:

1. Data Observation: The process begins with collecting and observing data from various sources such as website interactions, purchase history, search queries, and social media activity. This data is critical for building a profile of each anonymous user.

2. Data Segmentation: Once the data is collected, users are segmented into different groups based on shared behaviors or characteristics. For example, users who frequently visit luxury car websites would be grouped as “high-end car buyers.”

3. Prediction Models: Using machine learning algorithms, the targeting technology then predicts what actions users in each segment are likely to take. For instance, it might predict that a user is likely to purchase a product within the next 30 days based on their previous browsing habits.

4. Ad Delivery: Finally, personalized ads are delivered to these segments, ensuring the right message is sent at the right time, boosting the likelihood of engagement and conversion.

Benefits of Predictive Behavioral Targeting

Now that we’ve covered how it works, let’s look at the benefits of using predictive behavioral targeting in your advertising campaigns. This advanced form of targeting offers multiple advantages for businesses looking to optimize their existing and new ad campaigns, no matter the vertical or campaign objective.

1. Increased Personalization: Predictive behavioral targeting allows for a more tailored approach to advertising. By understanding a user’s past behavior and predicting their future actions, brands, and agencies can create ads that resonate on a personal level, improving engagement rates and reducing wasted ad spend.

2. Higher Conversion Rates: With highly personalized ads, customers are more likely to take action. Whether clicking on an ad or making a purchase, behaviorally targeted ads are proven to increase conversions compared to generic, one-size-fits-all campaigns.

3. Better Resource Allocation: By focusing on the most relevant audiences, brands and agencies can spend their ad budgets more efficiently. Rather than casting a wide net, predictive targeting ensures that resources are directed toward users who are most likely to convert, leading to a higher return on ad spend.

4. Improved Customer Experience: By anticipating the needs of users, predictive behavioral targeting can enhance the overall customer experience. Ads are no longer seen as intrusive but as helpful suggestions based on individual preferences.

Getting Started with Predictive Behavioral Targeting with Dstillery

If you’re ready to implement predictive behavioral targeting into your marketing strategy, Dstillery can help. Our patented ID-free^® targeting technology is the industry’s only predictive behavioral targeting technology without IDs. It delivers scale, performance, and privacy for advertisers’ campaigns by using AI to predict the best impressions without user tracking.

With ID-free, you can reach high-value audiences without relying on third-party cookies, ensuring your campaigns stay ahead as more and more users opt out of cookies. Start delivering ads that resonate with your audience and drive meaningful results.

Dstillery’s Privacy-Safe Audience Targeting Solution Can Now Activate Deal IDs

Posted on August 11, 2022 by Dstillery - Cookieless

New capability makes it easier to integrate ID-free™️ into advertising campaigns

NEW YORK, Aug. 11, 2022 – Dstillery, the custom audience solutions company, announced today the activation of its ID-free Custom AI solution on any demand-side platform (DSP) via Deal IDs. This new targeting vehicle, made possible in partnership with Microsoft (formerly Xandr), using their curation platform, Microsfot Curate, offers a flexible, easy-to-activate private marketplace (PMP) option that expands the use of ID-free.

ID-free Custom AI

ID-free Custom AI is a patented, privacy-by-design targeting solution that works by reaching inventory, not users, across all internet browsers. It’s a new category of targeting that uses AI to predict the likelihood of conversion based on privacy-safe behavioral signals like URL, geographic area and time of day. ID-free gives agencies and brands the ability to deliver advertising performance that rivals today’s best cookie-based solutions without user tracking. ID-free is neither a new identifier nor is it contextual targeting.

Deal IDs

A Deal ID is a container for inventory that is defined on the supply side to identify relevant impression opportunities, and can be used to express targeting today, and in the cookieless future.

“As programmatic buyers look for alternatives to cookie-based targeting, Deal IDs provide an opportunity for enhancing the distribution of ID-free Custom AI in their strategy,” said Evan Hills, SVP of Strategy & Partnerships, Dstillery. “We’ve already demonstrated the power of ID-free through our buy-side partners – availability via deals will bring even more programmatic media buyers into the fold.”

Through the Microsoft Curate platform, Dstillery will create easy-to-use Deal IDs that offer the same privacy-safe targeting available previously exclusively via APIs on DSPs.

“The agencies buying on our platform are eager for these curated deal IDs, because they’re a critical part of how brands will connect with consumers moving forward as the identity landscape continues to evolve,” said Chris Cattie, Associate Director, Xandr. “With Deal IDs, Dstillery has made it a frictionless experience to tap into rich, privacy-friendly targeting, and we’re proud to be able to provide the platform to help make that possible.”

Digital marketing firms, such as Distillery client KORTX, are already experiencing success using the deal ID method.

“With Deal IDs, we can connect without an external API integration for programmatic ad buys, which means ID-free audiences are easier than ever to activate for clients like Tropical Smoothie Cafe. Since we began using ID-free to help drive more purchases to Tropical Smoothie in March, we’ve experienced a $14.34 CPA for Display and $62.33 for Video, rivaling or even beating results from previous ID-based campaigns. We are proud to be Dstillery’s first partner for execution on Xandr,” said Bryan Presti, Senior Ad Ops Specialist at KORTX.

Deal IDs are now available for all of Dstillery’s ID-free audiences, which include Custom AI, Pre-built and custom-built. To learn more about Dstillery’s ID-free Custom AI, visit www.dstillery.com/blog/dstillery-product-updates.

About Dstillery

Dstillery, the custom audience solutions company, empowers brands and agencies to reach their best customers across the programmatic web. Backed by our award-winning data science, Dstillery has earned 16 patents (and counting) for the AI technology that powers our precise, scalable solutions. Our newest innovation, ID-free Custom AI, is a privacy-by-design behavioral targeting solution that performs on par with cookies — without user tracking. Our ID-based premier product, Custom AI Audiences, is a just-for-your-brand targeting solution that continuously scores hundreds of millions of users to deliver the best audiences for your brand. To learn more, visit us at www.dstillery.com or follow us on LinkedIn.

About Xandr

Xandr, a part of Microsoft Advertising, powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest, Xandr Monetize, and Xandr Curate, optimizes return on investment for both buyers and sellers, while maintaining a commitment to an open marketplace and empowering the open web globally.

About KORTX

KORTX is a digital marketing and data strategy company based in Detroit that provides customized media solutions for brands and agencies. As a minority-owned, independently held organization built from the ground up, KORTX has crafted products and services based on the needs and challenges of clients, and provides support through digital advertising, data strategy and data-inspired creative. KORTX is in the Inc. 5000, recognized as a “Great Place to Work”, featured on the Black LUMAscape, and NMSDC-certified. Visit www.kortx.io for more information.

Media Contact
Raven Carpenter
BLASTmedia for Dstillery
dstillery@blastmedia.com
317-806-1900 ext. 171

FAQ: Deal IDs

Posted on July 25, 2022 by Dstillery - FAQ

A brief inquiry into the newest way to activate Dstillery audiences.

1. What is a Deal ID?

A Deal ID is a packaging of ad-supported inventory that allows buyers access to unique or specialized inventory. This can take many forms such as private deals, programmatic guarantees, or open deals. Publishers or supply side players can identify relevant opportunities and apply a unique deal ID on top of the impression opportunity. Buyers then implement these IDs within the targeting items in the DSP and will only buy against impressions that have the Deal ID present on the bid request.

2. Is the bidding process different than the current ID-free process?

We use the same bidding algorithm process that we apply within the DSP but instead of decisioning on each bid request that gets received, it works higher up the chain at the supply side to make the same evaluations and will only apply a Deal ID to the most desired impressions.

3. Who does Dstillery leverage for Deal IDs?

Currently, we are leveraging the Microsoft Curate supply exchange to create our ID-free Deal IDs.

4. Can the Deal IDs only be used on Microsoft Curate?

While these are created using the Microsoft Curate supply exchange, the Deals can be activated on any leading DSP.

5. Is a Deal ID the same as a Private Marketplace (PMP)?

A PMP and a Deal ID are not exactly the same thing. A PMP is a package of usually premium direct sold inventory set up privately for a buyer. PMPs leverage Deal IDs as the mechanism for a DSP to identify and buy against a specific PMP on behalf of the PMP buyer. Only the buyer who works with the PMP creator will have access to the Deal ID to input into their platform.

6. What formats/environments are supported?

Deals can be created for Display, Video, and Native. Each format would have its own set of deals.

7. Will this change how Dstillery customers interact with the ID-free audience?

Yes. With a direct API integration, the client sends Dstillery ad group/line item IDs. We then take those IDs and place domain, time, dma targeting to the separate targeting sections on their behalf. With Deal IDs, we will create the model and associated Deal IDs which we will then send to the client. They will then target these Deal IDs themselves within the platform in the way that they are used to with other types of PMPs/Deal IDs.

8. What types of audiences can deals be created for?

Deals aren’t restricted so the same audiences can be built as with standard ID-free via API. Custom AI, Pre-built, Custom-built can all be turned into Deals.

9. How many Deal IDs are created per audience?

Custom AI will be 8 deals which can be targeted together or separately within the DSP and Prebuilt audiences will have 1.

10. How do I get started?

To learn more, please reach out to your Account Executive or email contact@dstillery.com.

How Brand Identity Is Measured in a Cookieless Future

Posted on June 23, 2022 by Dstillery - Cookieless

As marketers everywhere heard the news that Google was sunsetting third-party cookies in late 2023, we asked ourselves, “How will we measure attribution in a cookieless future?”

Historically, marketing value has been tough to track. The advent of cookies and behavioral signals finally gave the industry a firm way to measure message impact and attributed success across multiple channels. Cookies have allowed marketers to personalize user experiences, recommend products, and increase sales, but a global emphasis on privacy and security means behavioral tracking as we know it is changing.

Removing Cookies Affects a Majority of Internet Users

The majority of internet users are on Chrome — 68.1% on desktop and 61.5% on mobile. This is why Google’s decision to double down on user privacy was met with panic across ad tech. However, Tech giants like Apple and Facebook (or Meta) are also strengthening the walls around their user data. This offers marketers a true glimpse into a very private future internet landscape. Meta even provides a specific glimpse into its privacy progress report in a constantly updated platform.

Cookies allow brands to track at scale, while historical measurement tools inherently offer smaller, user-based audiences. The end of widespread, third-party tracking lets brands realign with their traditional positioning and value.

Establishing Brand Positioning and Value in a Cookieless Future

For years, marketers have relied on third-party cookie data to tell them who their audience is — from ages to locations. Gone were the days of focus groups, one on one interviews, and benchmark studies. Suddenly, we had more data at our fingertips than we ever could have dreamed of.

As Al Ries and Jack Trout’s classic marketing text Positioning, the Battle for your Mind explains, brand positioning is the place it occupies in the prospect’s mind. With the retirement of cookies, it begs the question: Did we ever need all of this data to tell us who our customers are? Is it sufficient and even more authentic to simply know audience size and that the product is loved? Can we not simply build brand positioning as we once did?

The Future of Attribution in a More Private World

Looking to a cookieless future, experts encourage a shift to a wider range of data sources and technology to discover consumer interests and maintain cost-effectiveness, according to Marketing Week.

Dstillery’s ID-free Custom AI™️ solution is designed to do just that. With our privacy-by-design behavioral targeting solution, the sunset of cookies becomes less frightening and more of an opportunity to innovate.

As marketers are challenged over the next few years to shift their attribution models, we’ll all be challenged to polish up KPIs and brand measurement standards. We must continue revamping our strategies for a privacy-centric world.

Doctor Dstillery, Prescribe Us a Patient Targeting Solution!

Posted on May 19, 2022 by Dstillery - Healthcare

Challenges of Healthcare Targeting

The healthcare advertising space is a dynamic world of its own in terms of marketing. A whopping 66% of internet users look online for information about a specific disease or medical problem. It has more rules and regulations to protect consumer privacy and rightfully so!

We at Dstillery see these rules not as barriers to sidestep and scheme against, but rather as conversation topics to discuss and analyze and then turn into new doors to open that are filled with possibility. Healthcare targeting is currently heavily regulated by HIPAA, NAI, and DSP rules. These guidelines prevent advertisers from focusing too heavily on demographic data and patient condition data. In the healthcare space, it is crucial to protect the patient both physically and informational. That said, naturally, Dstillery wanted to explore how best to serve advertisers and protect patient data at the same time. Like all things, it’s best to start with what we know and then set our sights on the future.

How Are Patients Being Targeted Now?

Healthcare companies’ global advertising expenditure is projected to increase by 4.3% in 2022. As it stands, patients are being targeted in a variety of ways across the healthcare space. Below are some of the current targeting solutions being deployed:

There are at least 100 billion searches for healthcare on Google alone each year. That’s 273 million healthcare searches a day. While these targeting solutions are effective in their own individual ways, we wanted to develop something more effective. Born from our existing, trusted technology that best serves the patient and the advertiser.

Enter Custom Patient Targeting.

What Is Custom Patient Targeting?

Custom Patient Targeting is Dstillery’s solution to healthcare compliance and digital targeting solutions. Our targeting solution is categorized as predictive behavioral targeting. It’s built from the same technology as our patented ID-free targeting technology called MOTI, or the Map of the Internet. MOTI is built by a type of AI called a neural network. It constantly analyzes hundreds of millions of anonymous digital journey patterns and learns the behavioral signals underlying any web visit to build the map. It then takes your seed set and extends the patterns detected to all websites. The output is a model that scores and ranks every potential impression on the ad-supported internet and predicts the best patient impressions for your condition. Another important trait of Custom Patient Targeting is that it isn’t affected by cookie deprecation. Custom Patient Targeting is built on our ID-free targeting technology, meaning your patient targeting solution is future-proof.

Can You Tell Us More About How Custom Patient Targeting is Compliant?

Great question! Doctor Dstillery has the answer. Our core dataset consists of healthcare-specific websites and keywords from opted-in devices. When combined with non-healthcare-specific event-level data, we find that these signals allow us to more fully see patients’ journeys, resulting in more accurate and robust models. Additionally, our healthcare targeting methodology doesn’t involve the creation of any health-related profiles. It uses a built-in de-identification to ensure that the data isn’t considered Protected Health Information under HIPAA. It also meets the requirements of the NAI sensitive data guidance by utilizing data minimization techniques that minimize the risk of inadvertently identifying a data subject.

Getting the Script

If you’re curious about our healthcare targeting treatment option, or rather, our healthcare targeting solution reach out to us and one of our data doctors will assess your condition and see what we can do for you. New health-related conditions will begin to flare from allergies to achy bones as we shed our winter bodies and move into an activity-filled summer. Dstillery is here to help you prepare.

The Product Creation of Custom Patient Targeting

Posted on May 10, 2022 by Dstillery - Healthcare

Custom Patient Targeting is a new cookieless way to reach your patients now and in the future. Powered by Dstillery’s patented ID-free™ technology, it doesn’t rely on any form of user-based targeting, ensuring 100% compliance with all laws, policies, and guidelines. Read on to learn more about how Custom Patient Targeting was created and why.

What Problem is Custom Patient Targeting Designed to Solve?

Healthcare brands want to achieve more precise direct-to-consumer targeting but face strict data requirements. The industry grapples with rules from HIPAA, NAI, and DSPs and limitations on first-party data, and strict demographic requirements. These requirements have meant fewer, more narrow options in the marketplace, and have ultimately presented a precision problem. Brands are wasting time, money, impressions, and conversions by targeting people who aren’t their prospective patients. Less waste and more precision are needed. Enter: Custom Patient Targeting.

How Did Custom Patient Targeting Evolve From ID-free?

Dstillery was already in-market with ID-free Custom AI™, also powered by our ID-free tech, when we saw this problem that healthcare brands face. We knew that our ID-free technology could be part of the solution. Custom Patient Targeting (CPT) works the same way as ID-free but is specifically designed to address the needs of healthcare brands.

Like ID-free, we strategically built CPT with data minimization at its core. It only relies on a couple of data points, notably, a seed set with people who search for specific health terms such as product names, symptoms, or comorbidities. As Crossix and IQVIA results come in, our data science team will partner with you to optimize and tune your custom model to drive optimal patient outcomes.

This is incredibly valuable, but not enough to drive scale, performance, and understanding of your patients’ intent across their digital journey. That’s where our AI comes in. Using a continuous influx of patient journeys, our AI learns how, when, and from where people browse the web, finding patterns and applying the signals to all other websites.

This results in a just-for-your-condition behavioral intent score for every website, answering the question, “When someone visits this site, how likely are they to be interested in your brand’s message?” The intent scores give your brand the strategic advantage to predict the ad impressions most likely to convert for your brand. When we see a bid request that’s predicted to be your patient — such as someone visiting lowcarb-diet.com at 9pm, or someone from Austin visiting startsat60.com — we will bid and purchase that impression.

Custom Patient Targeting Key Differentiators

There are 3 key unique and differentiated enhancements that we’ve developed to make Custom Patient Targeting more aligned with what healthcare brands are specifically looking for.

Healthcare search keywords as seeds: While first-party data is preferred, a lot of healthcare brands do not have access to (or are unwilling to share) this data with data vendors. By leveraging our opted-in panel dataset, we are able to use healthcare search keywords — ranging from product names, competitive product names, symptoms, and co-morbidities — as seeds for our ID-free models. Testing has shown that well-selected keywords can drive programmatic performance on par with first-party data.
Model tuning for healthcare performance: Unique to healthcare advertisers, there is a need to not just drive growth in programmatic metrics (ROAS, CPA, CTR, etc.), but also drive high audience quality scores measured via vendors like Crossix and IQVIA. If audience quality results are shared with us, our data science team will partner with healthcare advertisers to optimize and tune the custom model to drive optimal patient outcomes like improved audience quality scores.
(In development) ICD-10 Codes as seeds: We are in active discussions with leading RWD (Real-world data) providers rooted in healthcare data such as claims data, patient surveys, and more to use their data as seeds for our models. This would enable customers to simply provide ICD-10 codes or conditions they are trying to target, and for us to use this dataset to identify patients with the condition.

To learn more about Custom Patient Targeting, click here.

5 Steps To Prepare Now for the Cookieless Future

Posted on April 19, 2022 by Dstillery - Cookieless

The 5 steps are each preceded by a question.

“Great results begin with great questions.”*

In a recent Gartner article, How the CMO Role Has Evolved – and What’s Next, VP Analyst Chris Ross refers to the role as having “undergone a head-spinning transformation over the last decade.” In the next 5 years, Ross contends, the CMO role will become even more challenging with expectations for supporting the scope, speed, and complexity the business requires… with the need to “measure and optimize everything they do.”

Add a global pandemic to the equation and the stakes get even higher. In the 2021 Forbes article, 4 Ways the Role of the CMO Has Changed As a Result of the Pandemic, author Greg Salmon contends that CMOs need to “address the fact that we face uncertainties and volatilities as never before.” So where do CMOs turn for advice, future planning insights, and flat-out answers? If there’s one thing that hasn’t changed, it’s where an agency can add its greatest value: Solving problems beyond a brand’s in-house capabilities or expertise.

Enter the Challenge of The Cookieless Future.

Few agencies would offer that they have “the answer.” Meanwhile, marketers, at all levels, readily admit that they need those answers to run successful campaigns in the future. A future that’s rapidly approaching. It’s not an overstatement to suggest that addressing the cookieless future, ahead of third-party cookie deprecation, is essential to capturing growth.

IAB’s Internet Advertising Revenue Report, issued earlier this week, shows programmatic advertising growing at 39% YoY, with its share of total digital revenue increasing 52.3%. Outside of media, the ad agency business would be hard-pressed to identify another direct-path-to-growth that exceeds that trajectory. But what happens when data-driven digital advertising faces a dearth of the very data it has come to rely upon for decades?

The 5 questions CMOs should be asking their agency partners.

CMOs, Heads of Marketing, and any marketer responsible for their brand’s growth should be asking these 5 questions, to prepare for the cookieless future:

To understand changes in data privacy: What’s happening, when, and how will it affect my campaigns?
Data Partners offer options: Are we confident we have the right partners to deliver optimal audiences?
Planning Strategy: What near- and long-term media strategies do you recommend?
Testing Now: What plans are in place to test cookieless solutions now?
Measurement: How are we monitoring performance and measuring successful results, comparing to cookie-based campaigns?

In our own Dstillery ID-free research**, the findings suggest a not-so-surprising range of concerns. What IS surprising is that for every concern that marketing leaders and agency media professionals cite, the solution is merely to develop a preliminary plan and begin testing. Consider how a team approach, where CMOs and their marketing teams work with their programmatic agency partners to plan and run cookieless tests, would address our clients’ key issues:

A. “I don’t have a plan”
B. “Unsure how cookieless works”
C. “Worried about measurement”

CMOs and any marketer embracing their role in driving growth, have not only the right, but arguably, the responsibility to test and share learning with their organizations.

If you’d like to learn more, visit: dstillery.com/go-cookieless

*Marilee Adams Ph.D., President and CEO of the Inquiry Institute, Originator of the QUESTION THINKING™ methodologies
**Source: Research conducted by Dstillery via Linkedin Polls, Dstillery Digest and 1:1 customer interviews, October 2021- April 2022

How To Do Everything At Once: Digital Advertising in 2021 & Beyond

Posted on August 18, 2021 by Dstillery - Cookieless, Trends

Data-driven digital advertising in 2021 means working in a world where everything is changing, always. The biggest recent change for advertisers is the extended timeframe for the planned retirement of third-party cookies.

Even with this change, it’s clear that the industry’s future is based on opt-in identifiers, rather than default-on tracking. Lots of advertisers spent a year scrambling to get ready before Google provided an additional two years to prepare for losing cookies entirely. However, the addition of more time hasn’t changed advertisers’ goals. They must prepare for the future and optimize for today, all at the same time.

These two needs are at odds. How do you optimize actions for today and tomorrow simultaneously? How can you prepare for a cookieless future without giving up performance benefits prematurely?

The answer: Do everything.

Think like Zaila Avant-garde, the winner of the 2021 Scripps National Spelling Bee and a multiple Guinness World Record holder. Avant-garde can dribble six basketballs at once. Fortunately, marketers won’t have to do that. But they do need to think about a targeting strategy that uses multiple approaches to finding their best audience. The trick is to balance these approaches in an optimized digital advertising targeting portfolio.

Your Digital Advertising Targeting Portfolio

Digital advertisers generally run lots of tactics at once, and most have testing and scaling phases for new tactics. This is a great practice to maintain in order to explore new emerging approaches. But it’s not what we mean when we talk about an optimized digital targeting portfolio. We’re talking about a portfolio of tactics that gives you the best possible performance now. And the good news is this portfolio is likely to include approaches that also prepare you for tomorrow.

This is because some post-cookie solutions work well enough to improve ROI and performance right now if allocated correctly. As the landscape transitions away from cookies over the next two years, the optimal allocation of these post-cookie solutions will change. Right now, cookies drive the strongest performance. Somewhere between now and mid-2023, there will be a point where cookies aren’t gone yet but more post-cookie solutions are ready to use at a scale beyond what would make sense today.

The optimal portfolio will keep changing over time, and at every point, it will make sense to use both cookie-based and post-cookie solutions. Start by choosing what to include in your portfolio; Including today’s best solutions as well as the solutions you’ll want post-cookie keeps you prepared for the future. Then optimize for any scenario by turning those knobs to dial up the solutions you need.

One way to start strengthening your portfolio now is by adding Dstillery’s ID-free Custom AI cookie-less solution.

ID-free Custom AI is a privacy-first behavioral targeting solution that performs on par with cookies and reaches users without using an identifier. Because ID-free doesn’t use identifiers, it works on any browser, today and in the future.

Best of all, it works, at scale, and can (and should) be used to complement ID-based solutions.

ID-free Custom AI takes a similar approach to what we’ve been using for years to build our ID-based Custom AI audiences. We’ve just reapplied the technology to ID-free signals. Big picture: this is a privacy-friendly approach to targeting users, without any kind of ID, by identifying the impression opportunities that drive performance.

This solution works so well in a portfolio alongside ID-based solutions because it’s a true complement to those approaches. ID-free signals are based on the impression opportunity, rather than persistent information about the user. Since it uses separate signals to make decisions, the ID-free approach is able to take advantage of opportunities that ID-based solutions miss. It remains to be seen how much inventory will be sold without any IDs after cookies are fully retired, but one thing we know for sure is identifier-free inventory will exist in that world, because it already exists today. Running Dstillery ID-free Custom AI in a portfolio along with ID-based solutions is an easy way to improve your ROI today, and be prepared to turn the dial to stay optimized in the future.

To learn more about ID-free Custom AI, please contact Dstillery here.

To watch a previously recorded session on this topic during the ANA Masters of Data & Technology Conference, click here.

Dstillery Secures Patent Describing Ad Targeting Without the Use of Cookies or Identifiers

Posted on July 20, 2021 by Dstillery - Cookieless, Privacy

We are proud to announce our 16th patent awarded for visionary techniques that will help guide marketers into a post-cookie future, officially titled “Artificial Intelligence and/or Machine Learning Models Trained to Predict User Actions Based on an Embedding of Network Locations.”

Our newest patent describes an approach for advertisers to deliver targeted advertising in a privacy-friendly manner, to users without any identifiers or cookies.

The patent grant is especially timely in light of Dstillery’s development of its ID-free solutions, designed to help agencies and brands target digital advertising effectively without the use of third-party cookies or any type of user IDs.

Google’s latest announcement that it will delay the deprecation of third-party cookies on Chrome extends the timeline for advertisers to solidify their plans for post-cookie targeting. During this exploration and testing period, it is essential for marketers to put in place solutions that address inventory where user IDs are available, using new post-cookie identifiers, and to reach inventory with no available identifiers. Dstillery’s ID-free solutions will prepare advertisers for any future digital advertising landscape.

To learn more, follow us on LinkedIn or contact us today.