Audience InsightsPeople-Based Marketing

Why you need a people-based marketing platform that’s also a “one-stop-shop”

“People-based marketing” is a term that gets thrown around a lot in this industry. There are companies that tout themselves as being “people-based,” but in reality, they’re persona-based at best. They have users’ desktop cookies, and maybe their mobile IDs, but are unable to tie any of this back to actual people (the way you could with PII data that’s been ethically sourced). This makes it impossible for these companies to accurately resolve users’ identities,…
Dan
July 29, 2019
People-Based MarketingTargeting

Six essentials to doing paid search the right way

Let’s assume for a moment that you’re not running a paid search marketing campaign for yourself or a client. But you’re doing some other things very well, especially at the top of the funnel. You’ve built an audience and are running highly-successful display campaigns. You’re killing it on Facebook. Ditto for email. Things are running on (almost) all cylinders. Your creative is great. Your team is happy. Your boss is impressed. Because of all of…
Dan
July 23, 2019
Multi-ChannelPeople-Based Marketing

This is what “people-based marketing” actually means

“People-based marketing.” It’s one of those terms that gets tossed around too much. Much like “rebranding,” “organic growth,” and our all-time favorite, “synergy,” people-based marketing has been used so loosely that it threatens to become fodder for a Dilbert cartoon. The thing is, people-based marketing actually solves huge problems for anyone trying to sell a product or get a message across. But before you embark on a people-based campaign, make sure your partner is actually…
Dan
July 19, 2019
Multi-ChannelPeople-Based Marketing

Your ads might not be hitting real people. That’s a problem.

Marketers have a problem. They’re not sure they’re talking to real people. This is an issue, as you can imagine. The inability to accurately track who your message is hitting across a litany of devices -- the inability to know if your ads are even hitting real people (and not bots) -- creates a host of problems, not the least of which is wasted money. Only one-quarter of all digital ad spend ever reaches actual…
Dan
July 11, 2019
AutoDataMarketing

This is how auto dealers can pinpoint their next customer and increase sales

We hosted a free webinar this week. It was about moving metal. Perhaps this subject interests you. A key takeaway: car dealers can’t get too wrapped up in any one data point when running campaigns. Yes, location-based data is nice. But what’s really nice is location-based data mixed with knowing what’s already in someone’s garage... and knowing if they’re actively researching new cars online. (There are other things to know, which we dive into in…
Dan
June 28, 2019
GeofencingMobileTargeting

The secret sauce in identity resolution? Location-based data

Location data: it’s useful. C-suite execs use it to identify new markets and improve customer service. Retailers use it to understand who comes to their store. Car dealers use it to know if you’ve been near one of their lots lately. It’s an essential tool in any marketer’s arsenal, providing insight into user behavior, consumption habits, and identity. That last one is key: location-based data is an essential tool in identity resolution, one of the…
Dan
June 24, 2019
DataMarketingPrivacy

We’ve joined the Digital Advertising Alliance. Here’s what that means.

Transparency. Accountability. Control. All important things, especially in a world where some publishers and ad tech vendors place a less-than-ideal emphasis on user privacy. But around these parts, we take users’ privacy seriously. The only good privacy policy is one in which you’re completely honest with your users, and we’ve long advocated for unified national privacy law. Which is why we’re excited to announce that we’ve joined the Digital Advertising Alliance. The DAA is a…
Dan
June 18, 2019
DataPeople-Based MarketingPrivacy

You can now build reliable global audiences and target them at scale. Here’s how.

You want to build a global audience. You want to make sure it’s full of real, verified people. You want to perform U.S.-style ad targeting in countries outside the U.S. All valid objectives. But up until recently, you may have faced obstacles. Perhaps your global data was sparse or didn’t come from reliable sources. Perhaps you didn’t have global data at all. Maybe you weren’t able to correctly identify your global audiences across the litany…
Dan
June 17, 2019
Multi-ChannelPeople-Based Marketing

How to hire the next generation of government workers

In its attempts to recruit younger workers, the government is facing some challenges. Since the 1980s, the median age of the federal workforce has climbed from 30 to 42. Around 7% of the federal workforce is under the age of 30. According to LinkedIn, “government” is one of the industries losing the most millennial job switchers. According to the 2018 Federal Workforce Priorities Report, agencies faced a host of problems in recruiting and hiring new…
Dan
June 11, 2019
Audience InsightsMulti-Channel

The Fourth of July marketing guide

Coming soon: fireworks. And hot dogs. And burgers. And lots of red, white and blue tank tops. Oh, and an effective July 4th marketing campaign from your brand, agency, retailer, or charcoal, gas, or electric grill company. Yep, Independence Day is approaching fast. Anyone looking to market something -- from gyms with summer specials to auto dealers looking to move metal -- should have a plan in place. Whether you have goods to sell or…
Dan
June 7, 2019

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