Location-Based Audiences: Optimizing Performance in a Cookieless Era

A guest blog post from Jason Andersen, who heads Strategic Initiatives and Partner Enablement for Experian Marketing Services. 

As the digital landscape shifts focus toward privacy and away from cookies and ID-based tracking, precise targeting requires new tactics. One method is leveraging cookieless data linked to household and consumer-level information indexed to geographic locations.

This data allows advertisers to reach audiences whose preferences and purchase intent behaviors can be used to create campaigns that  resonate with them. This approach offers a personalized experience at scale and goes beyond relying on cookie or ID-based identifiers.

Combining geo-contextual technology with geo-indexed audiences

Geo-contextual marketing harnesses the power of location-based data to deliver tailored content to consumers. By integrating this technology with insights from analyzing household and consumer-level data indexed to geographic locations, marketers can reach consumers in an era of cookie deprecation. This detailed understanding of consumer behavior and demographics at a granular level enables effective audience segmentation and the delivery of highly personalized messages.

Experian and Peer39 have come together to help marketers find their target audiences with precision, relevance, and scale, which is particularly valuable in a cookieless and non-ID-based world.

Unique audiences powering advanced techniques

Experian’s Mosaic ® audiences, available through Peer39, segment households into distinct categories that paint a rich picture of U.S. consumers. Utilizing this type of data helps you better refine targeting based on consumer preferences, behaviors, and geographic locations, enabling improved campaign performance.

Suggested Use Cases

• Hyper-Localized Advertising: Mosaic provides detailed demographic and lifestyle insights about different audience segments within specific geographic areas. Businesses can leverage this information to create hyper-localized advertising campaigns tailored to each segment's characteristics and preferences within a particular location. For example, a restaurant chain can use Experian Mosaic to identify the dominant audience segment in a specific neighborhood and design targeted ads highlighting menu items and promotions that resonate with that segment.
  
  
• Geographically Targeted Promotions: With Mosaic, businesses can identify the audience segments that are most prevalent in certain geographical regions. This knowledge enables them to develop promotions and offers that align with the preferences and behaviors of those specific segments in each location. For instance, a retail store could offer location-specific discounts or incentives to "Thriving Families" in a particular city or neighborhood, considering their unique preferences and purchasing patterns.
  
  
• Local Event Sponsorships: Mosaic allows businesses to understand different neighborhoods or cities' audience composition and interests. This information can be invaluable when deciding which local events or community initiatives to sponsor. By selecting events that align with the characteristics and preferences of specific audience segments within a given area, businesses can enhance their brand visibility and engagement with the target audience.
  
  
• Geotargeted Mobile Advertising: Mosaic data can be used to optimize geotargeted mobile advertising campaigns. By combining location data with audience segment information, businesses can deliver highly relevant and personalized mobile ads to individuals in specific geographic areas. For example, a fitness app can use Experian Mosaic to identify the dominant segment in a particular city and deliver targeted ads promoting gym memberships or fitness classes to that audience.
  
  

By combining the power of geo-indexed Mosaic audiences and geo-contextual marketing, you can unlock the full potential of targeted advertising in a cookieless and non-ID-based world. Together, these approaches enable you to create highly personalized campaigns that deeply resonate with your target audience, resulting in higher conversion rates and increased customer satisfaction.

Gain a competitive edge and enhance personalization

Integrating geo-contextual marketing with our geo-indexed audiences can give you a competitive edge in an increasingly identity-constrained world. Understanding the preferences of your target audience allows you to align your messaging, channels, and communication strategies accordingly.

This level of personalization is typically reserved for ID-based targeting, but geo-contextual technology and geo-indexed audiences allow you to reach your target audiences at scale without using IDs.

The future of cookieless success: Geo-contextual marketing and indexed audiences

As the advertising landscape constantly evolves, marketers need to find new ways to reach their audience without relying on cookies or traditional identifiers. Our geo-indexed categories offer a solution by providing detailed information on consumer preferences, interests, and demographics. This allows for highly personalized campaigns that can build brand loyalty and outshine competitors. By incorporating Mosaic audience categories, you'll be equipped to navigate this changing terrain with confidence, relying on contextual vs behavioral targeting tactics.

You'll find all of the Mosaic categories in your preferred DSP within Peer39's Contextual Data Marketplace, a first-of-its-kind innovation where advertisers can explore and discover innovative content-based, cookie-free contextual categories at scale.