Travis Riedlhuber is joining us for this episode. He is the managing director of RainBarrel, an Edmonton-based company that uses geospatial data to help advertisers deliver their message to the right people.
Digital advertising is going through a lot of changes. Focus is shifting to privacy, and new technology is setting in to emphasize regulatory action. New businesses are forming to find solutions to work within this new era of digital advertising.
Advertisers who have been reliant on using cookies need to pivot, as this kind of tracking is slowly being phased out. New identifiers like loyalty programs and apps are emerging in its place. What makes RainBarrel unique is that they utilize location data to group people with similar attributes, and they only use data given with explicit consent.
The cohorts they put together are a minimum of one thousand unique devices, but the typical audience is within tens of thousands or even millions of devices. This not only goes a long way for protecting privacy, but it also helps advertisers reach a larger group of people to generate the return they expect.
In the past, there haven’t been a lot of regulations in this area of the digital advertising space, and a lot of work was being done in the shadows. Now, this is headed in a more transparent direction, which RainBarrel fully embraces and supports.