Dotdash Meredith (DDM) has launched an ad targeting tool that it says provides intent-based targeting without cookies.
The new product, D/Cipher, connects advertisers and consumers in key moments of intent across DDM’s 40+ brands, on all devices and platforms, the company claims.
In addition, D/Cipher provides access to Apple (iOS) audiences. This group, which comprises more than 50% of U.S. digital users, has been unreachable by advertising cookies for the past two years.
DDM’s “billions of historical consumer signals offer a unique window into how people make decisions and the intent behind their actions,” says Joetta Gobell, SVP, data strategy and insights at DDM.
In addition, D/Cipher “translates user intent into targetable marketing segments so advertisers can reach the right person at the right time with the right message, at scale,” Gobell continues
As part of the launch, the company is promising a performance lift versus cookie-based or other audience-based targeting with its new Dotdash Meredith Performance Guarantee.
“The biggest problem with online advertising today is that cookies don’t work and are going away,” says Neil Vogel, CEO at DDM.
DDM’s brands, including, Allrecipes, People, BHG, Byrdie, InStyle, Verywell, Food & Wine, Travel & Leisure, Southern Living, Verywell, The Spruce, and Investopedia, serve 30 million people per day.