Partnership, B2B, audience data sessions, audience targeting, adstra, Data Quality, cookieless, b2c, B2B2C

Audience Data Sessions Q&A with Adstra

By: Scott Gordon, EVP Partnerships at Adstra

Scott Gordon Headshot

Eyeota talks to Scott Gordon, EVP Partnerships at Adstra, to learn more about how they enable brands and marketers to reach their desidered B2B and B2C audiences throughout the marketing funnel and how they are preparing for the shift to cookieless and other future digital advertising trends.

What makes your data unique?

Adstra differentiates its data in the marketplace in several ways:

    1. First and foremost, Adstra’s attribute data is associated to its identity graph at the individual and household level. This enables a “client truth set” with far greater consistency, persistency, and accuracy in the matching of our attribute data to any customer record across media sources.
    2. Adstra allows advertisers to accurately reach a wide variety of audiences that matter most, through our premium person-based, deterministic data. We offer several highly curated categories of attribute data. Some examples include:
      • Adstra Business – Deep and broad B2B data
      • Adstra B2B2C – Connecting consumers to their business profiles
      • Adstra Health – HIPAA-compliant ailment data
      • Adstra Caregivers – Identifying familial connections to individuals with a high propensity for an ailment
      • Adstra Wealth – Access to the top 10% of the US population
    3. Adstra’s attribute data will not be impacted by cookie or device ID deprecation because it is people-based, sourced from offline data sources. By bridging the offline and online divide that exists with most other data sets, the stability of our data matches the stability of each individual’s persona.
    4. Adstra is willing to work with advertisers in new ways, including flat fee, “all you can eat” pricing models.
    5. Our attribute data is available for licensing for all legal, ethical, and privacy-compliant marketing use cases, including identity resolution, targeting, measurement, modeling, analytics, etc.


It is relevant to point out where Adstra is similar to our competitors. Our core attribute data, such as age, gender, etc., is consistent with what advertisers will see in the market – making it easy for them to switch from existing providers to Adstra without negative implications.

 

How do your audience solutions helps brands and marketers?

Now more than ever, brands and advertisers need highly curated, people-based audiences that meet their specific marketing objectives. Brands and advertisers have shifted to far more direct-to-consumer and multi-channel marketing campaigns that place a premium on consistency and interoperability across media and platforms. With a comprehensive data offering, Adstra continues to deliver on these needs. Regardless of an advertisers’ KPIs – upper funnel or lower funnel – Adstra can provide data solutions that meet these objectives. Adstra’s retention rate with both brands and advertisers is very high, which is driven by our highly accurate and responsive audience data. We offer a variety of activation solutions for desktop, mobile, OTT/CTV/DDL. Our concierge service will ensure all advertisers are reaching the audience they need; via the medium they desire.

 

In which markets are your audience solutions available?

Although our largest market is the United States, Adstra data is global, representing over 16 countries. Please contract us for more information on our non-US assets.

 

What are the key data trends you’re excited about this year?

Adstra is excited about CTV/OTT/DDL and expanding our ability to leverage Adstra data through this channel. Additionally, we feel that digital out of home (DOOH) has been garnering some interest and we’re seeing a lot of demand for our audiences. We are also encouraged by the growing trend of brands taking control of their data assets customer data management. Brands have come to recognize that accuracy and access to their customer data is more important than uncontrolled reach. This is driving more effective campaigns, with better customer experiences, and less wasted marketing spend.

 

What is your approach to cookieless targeting?

Adstra is uniquely well positioned the marketplace as the majority of our data is deterministic, tied to a name and postal address and validated against our Identity Resolution Solution. Cookies only represent a single path to define and activate against an audience. Leveraging data that is people-based allows Adstra to activate its data and audiences through any media channel individual identifiers: cookie, IP address, postal address, hashed email, DMP or DSP ID solution, device ID, CTV IDs, etc.

 

Can you share any insights or learnings of the impact of COVID-19 on digital advertising?

The recent pandemic proved that brand audience needs and customer behaviors can change quickly. It also proved that Adstra can be nimble when a major marketplace change occurs. With the pandemic onset, Adstra immediately expanded offerings by adding new segments that met the needs of the changing landscape. We also saw that consumers were engaging in content, through a variety of different media, more so than pre-COVID. As a result, we added media consumption-based audiences for enhanced targeting.

Most interestingly, we observed during the pandemic, that clients, especially those that have been successful, were more willing to try new data sets and expand their marketing tactics in an effort to reach consumers in new ways.

 


With Eyeota, Adstra audiences are available in the US for omnichannel campaign activation on display, mobile and social channels including Facebook, Instagram, Twitter, and Pinterest. For more information on Adstra, connect with an audience specialist today at datadesk@eyeota.com