Target your advertising effectively and understand your customers better – with the Advertiser’s custom audiences service
The world of digital advertising is undergoing a major transformation – and it affects all advertisers. For example, third-party cookies are soon to be a thing of the past, and user consent for ad targeting is becoming increasingly rare. To ensure digital advertising remains effective and business continues to grow, it’s essential to adapt to these changes. But how?
With Alma’s Advertiser’s custom audiences service, you can leverage your own customer data to target advertising in Alma’s media – without third-party cookies. The service matches and compares your customer data with Alma’s extensive information on Finns, all within the Data Cleanroom interface.
This service allows you to put your customer data to work efficiently and securely. With Alma’s insights, you can, for example, target advertising effectively to your existing customers or find new customers from similar audiences within Alma’s digital network.
Additionally, the service helps you better understand your customers and their media consumption – enabling you to craft advertising messages that truly resonate with your audience and to decide which media channels are worth investing in.
A solution for targeting in a cookieless world
Leverage your own customer data
First-party data, such as customer registry information, is a powerful alternative to third-party cookies for ad targeting.
Compare with Alma’s extensive Finnish audience data
Advertiser’s custom audiences securely matches your customer registry with Alma’s data via the Data Cleanroom interface.
Activate audiences and deepen customer understanding
Grow your customer insights and target ads to your existing customers or discover new ones from similar audiences in Alma’s digital network.
Alma’s Advertiser’s custom audiences service helps you:
Understand your customer base better
- Learn about preferences within your customer segments
- Improve marketing planning with valuable background data
- Make smarter media choices and enhance ad content
- Use customer insights to support business decisions
Each service subscription includes a comprehensive insight report. The report reveals, for example, which Alma digital media channels your customers use most, what demographics and interests your customers have, and what types of content they consume. It also provides an overview of your customers’ online behavior.
Target advertising effectively
- Reach new, similar audiences and boost sales in Alma’s network
- Target your own customers or exclude them to reach entirely new audiences
- Advertise to the right customer group at the right stage of the relationship
By targeting, you can reach your existing customers or expand your audiences.
Targeting existing customers or expanding your audience
Reach:
You can target ads to your own customers in various ways. Identify the most promising segments and tailor messages to suit them:
- Upsell to customers who just made a purchase
- Reactivate passive customers
- Retain and engage customers at risk of churning
- Strengthen relationships with your best customers
- You can also focus on acquiring new customers by excluding current ones from your campaign
Expand:
Expanding your custom audiences offers many benefits. New audiences help grow your business, and those similar to your current best customers are often the most promising prospects.
Use your top-performing segments to find lookalike audiences – all that’s missing are messages tailored just for them!
By targeting your advertising to precisely the right audiences, you make your campaigns more effective. You can reach the most promising customer groups and grow your business with new audiences. In addition to your own channels, you can reach your customers through Alma’s extensive network.
Easy onboarding
Getting started with Alma’s Advertiser’s custom audiences service is simple and requires minimal IT effort. You’ll gain access to the Alma Data Cleanroom interface, where you can upload your customer data.
Alma’s experts support you throughout the process, but you control who has access to the interface – no external party can access it. Based on the data you provide, we’ll compile an insight report and build the desired audiences for ad targeting.
Your customer data is secure
You control the data uploaded to the Data Cleanroom
You can modify or revoke audience licensing to Alma at any time.
Raw data is anonymized and then deleted
User identifiers must be encrypted before uploading (e.g., hashed emails).
Targeting audiences are created without identifiable IDs
Neither Alma nor third parties can access the original customer data.
Targeting audiences are always advertiser-specific
Audiences are never used in other advertisers’ campaigns.