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Blis launches location-data-powered product suite for targeting in a post-cookie world

Privacy-first location-powered advertising company Blis has launched its new product suite, designed to allow brands and agencies to continue targeting their customers at scale in the post-cookie world.

As the industry pivots away from targeting based on IDs and personal data, brands need to find new ways to drive key business outcomes through personalised and high-performing digital advertising. Indeed recent research* has revealed that 78% of senior marketers are concerned or very concerned by the loss of cookies, while 61% feel the same about the disappearance of IDFAs. When questioned about what concerned them the most, 37% cited that it was a combination of factors including, the ability to effectively plan intelligent campaign strategies, run targeted and personalised campaigns at scale and effectively measure campaign performance.

Blis is tackling this challenge by leveraging its experience in the location-based advertising space. It will now combine location data with hundreds of aggregated and anonymised behavioural and lifestyle signals, building a more complete picture of a brand’s customers, to reach them at scale in a privacy-first way.

Greg Isbister, CEO of Blis, said: “Our industry is at a major inflection point, with significant changes impacting every single part of digital advertising as we know it today. We have been investing heavily in technology to address the requirements of advertisers to reach consumers at scale while not having to rely on personal identifiers, such as third party cookies or mobile device identifiers. This new technology will fundamentally change the way our clients plan, buy and target personalised audiences at scale to deliver against their key outcomes.”

Launching in key global markets, Audience Explorer is a visual, interactive tool that enables brands to discover what makes their customers’ unique, build richer media plans and deliver better outcomes. Audience Explorer is powered by precise and directly-observed location behaviours from Blis’ huge global opted-in panel.

Armed with this deep customer understanding, Blis will then use its new Dynamic Audience Targeting to reach personalised audiences at scale, using a variety of rich, anonymised signals, from lifestyle characteristics and affinities through to shopping and spending habits – all without reliance on personal data. These new offerings will enable the world’s largest brands and media agencies to continue to deliver key campaign outcomes through personalised and scalable targeting, despite the reduction of IDFAs and the death of the cookie.

*Blis client survey, with 109 respondents, conducted in February 2021

Blis is a client of Bluestripe Communications, owned by Bluestripe Group, the owner of NDA.