Not Seeing Your Ads? Here's Why

Does something seem off with your ads? Are important people complaining they're not seeing them, while people who can't vote in your race are seeing them instead? Do you have a nagging feeling that something is wrong? 

It is.

The cookieless election is here. The old strategies don't work this time. It's not too late to make adjustments. But it will be—VERY soon.

This Is What The Cookieless Election Feels Like

We've been writing about it for months in this newsletter. But suddenly in the last few weeks we've fielded a flurry of calls from people struggling with their digital ad delivery.

Our first question is this—"how are you matching your targets?" Many people don't realize it, but the answer is almost always still cookies. 

Our second question is this—"what are your match rates?" If you don't know, you need to know now. Tell your digital vendor that "the gig is up—show us those match rates." But first, maybe get a bucket on hand for when you hear the answer. 

Last cycle's tactics simply no longer work, because nationally over half the internet is cookieless.  And in California, nearly 70% of people can no longer be reached with cookies.

As a refresher on why this is the case, all browsers except Chrome are now essentially cookieless, and U.S. browser share looks like this . . .

And in California, over 4 years of the Consumer Privacy Act has led to nearly 70% of people opting out of cookies . . .

The good news is that there are solutions that still work to precisely reach your targets. The most important of these solutions is GPS location data, which allows us to geo-fence voters on a home-by-home basis. 

When your vendor says they can do this, ask them one simple follow-up question—"then why haven't you?"

The reality is that there are significant barriers to entry to execute this type of precision geo-fencing. At Neptune Ops, we've been preparing for the cookieless election for over 2 years. We've been perfecting these solutions so that our clients would succeed when the cookieless day finally came. 

That day is here.

If your ads are missing their targets, it's not too late to course correct.

But it will be.

VERY SOON.

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