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Politics

Do you know what your targets care about? If your answer is "yes," intent based ads are a must-have channel in 2024. "Free" apps make their money by selling data—including the location data and app installation fingerprint of devices—to advertisers. That means that your campaign can target any device based upon the apps a person uses and the places they visit. This is staggeringly powerful technology. Rather than go deep into the "adtech" weeds, we've put together four examples that demonstrate how to apply this cutting-edge technology. We're sure you'll see why behavioral profiles should be a pillar of your 2024 advertising strategy.


The Science of Intent Based Targeting Modern technology enables extremely precise targeting of a given device—as small an area as a 0.06 square mile radius or as "smart" as the blueprint of a given building or space on top of the app download fingerprint. This is achieved using the same satellite-based technology that enables Google Maps to pinpoint you on a map, Uber to send your driver to the right part of the block to pick you up, and Strava to track your latest run. "Free" apps offer their service for your data. Usually, apps collect your data, including location data and app installation fingerprint, and sell that data to publishers who sell advertising access to that audience to marketers.

 

If the publisher or advertiser wants, they can enrich that data by appending voter, purchase, and other data.. Example: Don Jr. takes a ride-sharing app to the Washington Nationals baseball game and he's swiping on a dating app along the way. The dating app collects the location data of Don Jr.'s phone and sells it to a publisher (along with lots of other data). A ticketing service wants Don Jr. to buy his next baseball ticket on their site so they go to the publisher and target all devices that were at Nationals Park during the sixth inning of each game. Stubhub ads then appear on Don Jr.'s phone within the various apps that he uses. This has been a common approach for marketers for 5+ years, but relatively new in the political space.

Let's talk ethics.

As a policy matter, Rogue Wave Group believes that intent based targeting needs to be tightly regulated. Device IDs don't signal who the device owner is, such as populations that should be protected from certain content. Rogue Wave Group is committed to using this powerful technology for good and will not spread disinformation or exploit vulnerable populations. NOTE: You should know that less scrupulous political operatives are using this technology for less ethical ends. We're not and won't.

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