+ What, exactly, does Audience Partners’ (AP) technology do for Internet Service Providers (ISPs)?
ISPs establish IP addresses to enable Internet connectivity to consumers’ households and they maintain this information in a privacy compliant manner. As IP addresses change – which they do constantly, for example, when a router is unplugged and plugged back in, a new IP address is assigned – AP’s technology instantly maps the new IP address to the physical address of that household, enabling the on-going delivery of accurately targeted digital advertising. The mapping process is executed behind the firewall of the ISP in a highly privacy-compliant fashion. From there, ISPs authorize AP to execute targeted subscriber addressable digital ad campaigns leveraging their IP data in a highly privacy-compliant fashion.
+ How does the ISP-authenticated IP targeting match process work?
An advertising client provides a CRM list of target prospects to AP. AP then matches the target prospects’ physical addresses to their corresponding IP address behind the firewall of the ISP. The list of IP addresses is anonymized (or stripped of all identifying information) and then given a random segment identifier. The segment is then pushed to the Demand Side Platform (DSP) of choice for campaign execution.
+ What does this mean for our advertising clients?
First and foremost, our ad clients’ data is managed in a highly compliant fashion as noted above. Second, our ad clients’ data-driven buys will be more efficient (as there are no impressions delivered to non-qualified households or geographies) with no wasted impressions. Impressions are delivered ONLY to the households on the CRM list, providing higher reach and frequency due to more efficient impression delivery.
+ What about other platforms that claim to deliver IP Targeting?
IP targeting without ISP IP data doesn’t compare from an accuracy perspective. Only the ISP actually knows the IP address for a given household; and only with AP’s technology can the ISP keep up with the dynamic nature of IP address changes. Other providers claiming IP targetability are forced to rely on statistical models and latitude/longitudedata that is not accurate to the household level (Note: this method completely breaks down in with dense housing).
+ Why should cookie targeting be enhanced with ISP-authenticated IP targeting?
Cookie targeting – around since 1994 – has historically been the best way to deliver targeted digital ads. Cookies typically match to CRM lists at a ~40% rate. On the other hand, while ISP-authenticated IP targeting matches at a >90% rate, ISPs’ household penetration in any given market is typically ~50%. As such, AP’s approach is to first match to IP (given the >90% match rate) and then extend to cookies to match to all other non-ISP households. AP’s ISP-authenticated IP targeting approach is as an important ingredient of our media plans -- coupled with cookie targeting for non-ISP homes -- to increase accuracy, reach via highly efficient impression delivery.
+ Who else offers ISP-authenticated IP targeting?
Nobody. Only AP has the contractual relationships with the major ISPs to help them manage their dynamically changing IP addresses.
+ How does ISP-authenticated IP targeting compare to cookie targeting?
ISP-authenticated IP targeting has demonstrated a profound improvement in campaign performance and audience engagement. Initial projects have indicated ISP-authenticated click-through-rate increases from 50% to 100% versus cookies. Furthermore, from an engagement perspective, time-spent on site has improved by nearly 90% versus cookies. The IP targeting technology produces some tangible effects, including an increased match rate and decrease in audience volatility. An increased match rate produces a larger audience to target with digital advertising; a decrease in audience volatility means that the audience targeted is retained. Cookie targeting often suffers from the audience depleting as cookies expire (i.e. consumers can easily turn cookies off; they also expire after a relatively short period of time).
+ Does this only target me at home? What about if a target consumer is away from home? Can you serve the same targeted ad on my phone, tablet and laptop?
ISP-authenticated IP targeting reached all broadband-connected screens at home. In addition, AP’s device graph technology logs the device and mobile IDs on the home WiFi network, which enables AP to deliver impressions to mobile devices when they are out of home as well. So the AP media solution enables highly targeted impression delivery across all devices rooted by a known IP address both IN home and AWAY from home.
+ Can I reach cord cutters?
Yes. As long as the household has broadband internet, they are part of our match pool.
+ Can I target television ads using this platform?
In some cases, yes. AP is working with the largest cable TV providers to leverage our technology to match CRM lists to set-top box identifiers (just as we are with IP addresses). More to follow on this.