Article

Beatriz Vieira
Beatriz Vieira 30 June 2022

Why are Almost 50% of Digital Audiences Being Missed

Blis, the audience-first platform that doesn't rely on personal data, launched their new e-guide, titled ‘Missing something? Finding the audiences no one is talking about…yet’. The new interactive e-guide was launched to help marketers understand the real impact of ID-reliant solutions on addressable audiences and the virtues of privacy-first solutions that don’t rely on IDs to achieve accuracy at scale.

Changes to IDFAs and cookies have fundamentally impacted the ad ecosystem, from planning to targeting and measuring campaigns.

The new e-guide, titled ‘Missing something? Finding the audiences no one is talking about…yet’ looks at data from the UK, Europe, United States, Australia and New Zealand to demonstrate that almost half of the digital addressable audiences on mobile – and nearly half on desktop – are being missed due to IDs. 

To enable marketers to uncover the people behind these percentages, Blis also launched its new interactive calculator showing which lifestyle audiences are being impacted the most by this drastic audience deprecation, covering 10 lifestyle audiences from travellers to fashionistas.

From questioning the sustainability of the solutions to understanding different technologies’ limitations, the guide highlights three top tips for marketers to consider when choosing their advertising partners.

Blis hopes the e-guide will help brands and agencies better understand how to embrace the privacy-first reality and adjust expectations and methods of targeting, to find and reach their missing audiences.

“There’s still this belief that brands are achieving the right audience at scale – and that that will only change once the Chrome deprecation comes into force,” said Aaron McKee, CTO at Blis.

“But the current reality is much more troubling, as advertisers that still rely on IDs are already missing out on almost half of their audiences. This is happening right now, in front of our eyes and marketers need to have the right questions in mind when choosing their advertising partners. Today, not tomorrow.”

“If your partners tell you they’re still reaching your precise audiences at scale with ID-only or cookie-led solutions, you’ll see that the numbers in our ‘missing audience calculator’ tell a different story”.

The e-guide is available for download and reinforces Blis' commitment to audience-first targeting at scale that doesn’t rely on personal data. Blis’ approach is based on accurate, consented location data, combined with a range of rich online datasets giving clients the deepest audience understanding available.

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