Non Cookie Data as the foundation of advertising intelligence
We never see DSP as a software business. It is a hub to perform intelligent display advertising. Although the hub is made of interrelated components, audience data is the starting point of any marketing activities. Therefore, making sense of audience data is in the heart of everything we do. Most DSP companies are short of audience data, but at ADirects , data is our advantage. As a matter of fact, we had built one of the the largest non-cookie data banks (DMP) in China before we launched our fist advertising product. ADirects built its DMP from non-cookie data sources.
Non cookie data contains more useful information than “traditional data” collect from cookies or similar technologies for mobile devices. Much of search key words, browsing and purchasing information can only be collected through non-cookie data channels. In addition, non-cookie data has longer shelf life since it is difficult to be deleted by user device. Last but not least, non-cookie data does not require tracking codes, it provides better protection of users data privacy. Compared to cookie data, non-cookie data is more continuous, comprehensive and fresh.