When Cookies Go Stale: What the Future of Digital Advertising Looks Like

October 16, 2014

Casey Priore | Director of Sales | MaxPoint

Are cookies dead?

Actually, cookies are like disco.

What’s your business goal?

ADVERTISE TO NEW POTENTIAL CUSTOMERS

Cookies only reach a small portion of consumers.

LOCATE THE RIGHT CONSUMERS

Cookies can’t provide a complete picture of a consumer.

BALANCE CONSUMER TOUCHPOINTS

Cookies are great for retargeting—but can cause ad fatigue.

REACH CONSUMERS ACROSS CHANNELS

Cookies have limited uses on mobile.

MEASURE YOUR RESULTS

Cookies can’t be used for measuring mobile.

So where do we go from here?

Enhance national advertising using neighborhood precision.

Hyperlocal Advantages

Advertise to new potential customers.

Locate the right consumers.

Balance consumer touchpoints.

Reach consumers across channels.

Measure your results.

The Most Complete Solution

EFFICIENCY—Reaching the right audience across the nation.

CONTINUOUS LEARNING—Building and optimizing technology based on every campaign we run.

HYPERLOCAL PRECISION—Adapting marketing at the neighborhood level.

BOOST IN-STORE PRODUCT SALES

Goal: Drive sales of grilling products in stores

Strategy: Use hyperlocal targeting to reach the right consumers in the right places at the right time

Results: 3x increased engagement rate

DISCOVER NEW PROFITABLE AUDIENCES

Goal: Generate orders for online clothing store

Strategy: Combine hyperlocal digital advertising with real-time data

Results: 32:1 ROI

Advice for the Future

Leverage multiple data sources.

Focus on goals, not just technology.

Use cookies strategically, not foundationally.

Questions?