MB Briefing

The latest scoop from Media Bridge


Breakthrough: Analyzing the Crumbs on a Cookie

Posted February 23, 2015 by in Uncategorized

At the request of a client, Media Bridge was challenged to break the 40% barrier of cookie matching to reach a distinct group of individuals.

Typically, in order to find specific individuals online and reach them with advertising, organizations use a technique called cookie matching – matching a device’s cookie to an individual.

Due to restrictions of using Personal Identifying Information (PII), the process is inaccurate and limited in reach.

Taking on the challenge, Media Bridge guaranteed an 80% match rate . . . and within two weeks we completed the job with an 84.4% match rate.

But we didn’t just match . . .

Over 400,000 targeted individuals responded to our client’s call to action.

How did we do it?

Working with our literally brilliant partners, we took our client’s database of supporters, and without using PII, we actually modeled our way all the way down to the individual.

While our competitors metaphorically search for flavors or cookies . . . chocolate chip, oatmeal raisin, etc. . . . we pulled out the microscope and analyzed over 20,000 “crumbs” to create the strong association between an individual and their anonymous online cookie trail.

Eighty four percent of respondents to the campaign were verified and matched back to the original client file.

While we haven’t come up with a snazzy name for our new technique, it is a breakthrough in online marketing as the results validate the advanced modeling techniques we use.

Future clients and campaigns won’t necessarily need to provide us with massive databases to reach the exact audience they intend to activate.

A database of 2,000 individuals can be accurately modeled to reach millions of “like-minded” prospects with weighting favored to the client’s goals.

In simple terms, give us a few “wanted” posters and we’ll either find those particular individuals with 84% accuracy or we can find millions that look, think and behave just like them.

Have a campaign idea? Need to reach a big goal in a small timeframe? Want to get the job done at a third of the cost of what you’ve done before?

Just give us a ring and bring your best challenge.