PurchaseLoop Audiences debuted this week from LoopMe as a standalone offering available on LiveRamp Data Marketplace.
As a third-party audience provider, LoopMe now offers advertisers a way to discover audiences through its survey tool that reaches 250 million U.S. users and covers 90 million U.S. households. The offering is opt-in and does not rely on cookies to build the segments.
"Consumer behavior has changed so much in the last year at the need for recent and relevant consumer insights is more important," said Rachel Conforti, VP of marketing at LoopMe.
She explained that PurchaseLoop Audiences finds consumers, and with the LiveRamp integration, marketers can apply this type of audience targeting across their entire campaign.
PurchaseLoop Audiences segments are best for use in campaigns with goals around competitive conquests, uncovering brand loyalty, or for intent to purchase. With identity changes within the ecosystem, PurchaseLoop Audiences does not rely on any cookies in curating the audience segments, making this solution scalable as the industry changes the way it targets ads.
More than 200 segments are available, but marketers can customize segments across various parameters. Demographics might include family and parenting or suburban dwellers and high-net-worth shoppers. Behavioral intent includes frequent restaurant diners, auto intenders, omnichannel shoppers, and in-market travelers.
There is also media consumption patterns like TV streamers or mobile gamers. Unique segments include health-related like vaccine status or early adopters of tech.
The company has been preparing for changes such as the phase-out of online identifiers.
In an early test in which it removed IDFA, cookies and other specific identity markers, LoopMe claims it achieved 96% model performance for its AI-predictive model without these persistent identifiers using its real-time AI engine and multivariate approach. With persistent IDs removed, the technology can adapt to deliver lift across campaigns, while the industry undergoes significant technical changes.
LoopMe also released interesting data in June related to IDFA and the removal of persistent identifiers that the company believes opens the door for more brand advertisers to get into mobile in-app gaming.
A survey done with IDC in June provides a snapshot of how mobile gaming activity is likely to be affected after the COVID-19 pandemic subsides, as well as what this means for advertisers.
About 3,850 consumers participated in the survey across six countries. The results found 73% of mobile gamers have all, most or some of the purchasing power in their household. This provides an opportunity for advertisers to leverage in-game mobile placements within their overall ad spend to reach decision-making where they spend their time.