• http://www.facebook.com/jaystocki Jay Stocki

    The better option is to work with Bering Media and be able to target at a zip+4 level.  Bering Media has a privacy architecture that works directly with the ISPs, allowing for perfect location targeting based on IP address.

  • http://twitter.com/tautolog Ben Woolley

    Bering Media has limited scope, and therefore limited reach, and has no effective privacy advantage as it still relies on personally identifiable information leaving the ISP. That Bering Media would even want to bring up the privacy issue is brazen. In fact, the centralization of personally identifiable information is even worse than the widespread selling of personally identifiable information, the scenario it claims to be preventing. Also, the security hole involving “special tabulations” has been known in the census community for years, and requires a complicated set of constraints on the output to prevent the deduction of microdata from the intersections of larger requests.

    ZIP+4 is part of the problem, not the solution. You can define areas of any granularity, by ZIP+4 if you wanted, but you would need to ask yourself why you are breaking up related areas. The question is a matter of data relationships. ZIP+4 only relates to other datasets keyed by ZIP+4 or ZIP, either too small for increasing scope, or too large for low statistical variance. Once you start asking why the census does not use ZIP+4, you are on the right track.

    If you know your customer’s ZIP+4 already, you can already send them mail, and you probably already have their email address. Why pay for a display ad on an existing conversion? Instead, use the full street address of the existing customer to relate them to new customers in related areas, in geographic, demographic, or IP space.

    The point of the article is that “perfect location targeting” is not necessarily “perfect targeting”. We are looking for the properties of targets that are actually desirable, those that actually convert. Those properties belong to groups, not just individuals, and involve much more than location.

    Therefore, operating on aggregates is an advantage, not a disadvantage. It is the way that scope, and therefore reach, is increased. It is also the way to find hidden value in areas that have yet to be mined, where bids are cheap. Location is more than just an end, but a means to much more. Hence, “beyond location”. Bering Media is still stuck in the one-to-one thinking.

    You don’t need an expensive connection directly to the ISP that exposes you to privacy liability. You only need aggregates from statistically valid sample sets. The microdata samples never need to be centralized.

    Areas with demographic relationships are already being provided to us for free, and have been proven through decades of campaigns. This isn’t even new science. This is old science as new technology. 

  • RickD5

    What specific vendors are offering products that take advantage of “Beyond Location” technology today?

  • http://twitter.com/comwired Comwired

    Currently Simpli.fi is the only integrated partner.