Dive Brief:
- Slice Ad Solutions is giving marketers access to its U.S. consumer purchase data at the product level across all merchants to improve ad campaign targeting and measurement.
- The data reflects the buying behavior of three million consumers.
- One targeting option the data offers marketers is “lookalike” targeting that Slice says outperforms contextual ads by two to five times on its platform.
Dive Insight:
In a statement, Slice Ad Solutions Vice President Ron Kato said having access to consumer purchase data takes the guesswork out of campaign targeting.
“Right now, marketers have to guess competitors’ customers, imagine their ideal audience, and then define them in limited demographic and geographic terms to target,” Kato explained. “Our approach is straightforward and transparent. Most importantly, it helps marketers target people based on what marketers should care about: actual sales data. And not just from their brands in their own channels, but from billions of sales across competitive and complementary products and services.”
Providing an example of how marketers can use the data, Kato said an apparel company selling football jerseys can take their first-party purchase data and then add Slice’s competitive sales and complementary activities like “belonging to a gym, attending local games, and subscribing to the NFL Network, or registering for Pop Warner” for segmenting and targeting ad campaigns.