RANGER 3.0 makes advertiser prospecting even more effective
BOSTON – Advertisers can now ‘prospect’ active consumers far more easily, thanks to an upgraded RANGER from OwnerIQ. OwnerIQ, the inventor of Path to Purchase media, has released RANGER 3.0, the latest version of the predictive technology contained in its in-house demand side platform, OPTMS.
“This pool gives the algorithm a highly qualified and highly scalable prospecting base”
The RANGER technology was developed to maximize OwnerIQ’s path to purchase data. The 3.0 version’s algorithm further increases the scale of advertisers’ online conversion campaigns by “prospecting” active consumers to grow the re-targeting pool, and ultimately the customer base.
Sean Corcoran, SVP Director of Digital Media & Social Influence at Mediahub/Mullen, sees this type of strategy as a necessary component of programmatic buys. “Effective prospecting is critical to scaling any programmatic buy,” Corcoran said. “The OwnerIQ solution, which combines unique shopper data with their prospecting technology, has been effective in driving incremental conversions on several of our clients’ direct response campaigns.”
Jay Habegger, CEO and cofounder of OwnerIQ, says RANGER 3.0 fills a huge gap in many programmatic strategies. “The largest pool of potential customers are located more mid- to upper purchase funnel. Unfortunately, the current last click/impression measurement standard still used by most advertisers doesn’t incentivize or effectively reward vendors who deploy top-funnel prospecting techniques.”
Habegger says the poor incentive structure has caused programmatic solutions to focus on bottom-funnel tactics designed to increase their share of attribution, but not necessarily their clients’ ROI. “The RANGER algorithm solves this. RANGER is a prospecting algorithm. Its specific purpose is to bring new, highly qualified consumers to an advertiser’s purchase funnel; active shoppers who are not in their current re-targeting pool.”
OwnerIQ’s unique targeting solutions enable advertisers to target online ad messages to consumers based on the products and brands they browse across hundreds of top retailer, manufacturer and e-commerce websites. OwnerIQ executes targeted media campaigns powered by this rich data through OPTMS, its in-house demand side platform, which is integrated with all major inventory pools and enables the company to find their unique cookies at scale in real-time bidding environments.
One of RANGER’s advantages over its competitors is its access to OwnerIQ’s unique Path to Purchase data. RANGER’s prospect pool comprises more than a billion consumer interactions per month with products and brands across OwnerIQ’s retail, manufacturer and e-commerce partners. “This pool gives the algorithm a highly qualified and highly scalable prospecting base,” says OwnerIQ Cofounder and Executive VP of Platform Eric Mabley. “The 3.0 upgrade enables RANGER to effectively manage the delicate balance of campaign pacing and performance, regardless of advertiser budget level, to maximize scale.”
Over the past year, OwnerIQ has deployed the algorithm across all of its conversion-based campaigns, and has seen great success across direct-response-driven categories such as telecom, cable and financial.
“The RANGER algorithm has been a home run for our advertisers,” says Mabley. “Our clients are still seeing sizable incremental growth in their re-targeting pool and ultimately in their conversions. As a result, we are seeing large sums of in-campaign optimization budgets moved to OwnerIQ on a regular basis.”
OwnerIQ is pioneering the concept of Path to Purchase Media. It transforms consumers’ interactions with products and brands along the path to purchase into powerful new online advertising solutions and marketing channels. The company’s unique data and technology powers its Path to Purchase targeting solutions. It sources its data directly from more than 300 data partners, comprising some of the most popular websites used by consumers along the path to purchase: retailers, manufacturers, price-comparison engines, coupon sites, and product-support sites.
OwnerIQ designed its technology to maximize the performance of its unique Path to Purchase data in the world of programmatic buying. CoEx, its data management platform (DMP), tags and catalogs more than a billion consumer product and brand interactions per month. OPTMS, the company’s demand side platform, or DSP, is integrated with every major inventory pool – seeing billions of pre-filtered advertising opportunities via real-time bid, or RTB, each day.