Land of Nod customers are generally high-income individuals and primarily use Apple products, spending most of their time in iOS apps and using Safari browsers, which makes tracking tricky because Safari automatically rejects third-party tracking cookies.
Conversant’s matching technology uses transactional data from around 4,000 retailers and the behavior data it collects itself to create individual profiles across devices and channels. After anonymizing the data, Conversant matches users against its existing list of verified, anonymized IDs.
“And then we have a broad network of publishers and exchanges we work with from an advertising standpoint that alert us when they see any of our unique IDs and we determine amongst all of our clients which ads that person is qualified for based on the business rules we set up with the client,” said Michael Comins, client development director at Conversant.
Rather than focusing on particular publishers, Land of Nod is focused on the user, Orlando said.
“We’re not super homed into specific sites,” he said. “Wherever those users and profiles are interacting is where we want to be, and we rely on [our partners] to ensure that they’re serving on quality sites that are up to our standards.”
As far as mobile is concerned, Comins said that Conversant sees quite a lot of Land of Nod’s messaging reaching people on their phones, despite the actual purchase happening on desktop at a later point.
“On mobile, we always try to be cognizant of what a user is doing at any given point, not just always trying to drive back to a conversion,” Orlando said. “You’re not going to see the same results on mobile as desktop unless you change your thinking and the metrics you’re looking at to determine success.”
Part of the reason why Land of Nod has seen such positive results with its cross-device program is because of its willingness to “open up and share their data with us,” Comins said.
“Privacy is crucially important, of course, and we take it very seriously,” Comins said. “But we’ve had clients who want to hold their data very close to the vest and then they don’t see the same fruits.”