Not long ago, we posted about the undeniable benefits MediaMath’s pixel-free technology offers from a technical complexity perspective. By eliminating the whole pixel coding and dropping workflow for IT (and the latency issues that come with pixels), pixel-free is a no-brainer for many organizations based solely on the backend benefits. But there’s of course more to the story. Pixel-free also offers marketers powerful strategic benefits over pixels – from new ways to segment audiences to more sophisticated remarketing. Best of all, it’s all turnkey and infinitely scalable. Once you’ve flipped the switch, the entire suite of capabilities is effectively turned on.
Here are some big advantages to keep in mind:
Better segmentation
Pixel-free opens up a world of segmenting opportunities. Everything works based on page URL. So you simply identify segments by URL (only those including “running shoes” and “women” for example). Then you can really start to zero in, applying exclusion and a host of other layers to define highly precise segments with very little effort. For example, you might have a segment of users who visited product pages with “women’s running shoes” in the URL, another that combines those product pages and a buy page, and a third that combines product page and cart page but no buy page. Now you can retarget those three segments with three precise messages based on their status in the buying cycle.
Deeper insights
With Pixel-free, segments can get as granular and multilayered as you want, because there’s no additional pixel hassle associated with each exclusion or criteria. For example, with pixel free, you can easily add in referer-based segmentation. Did users come from Facebook or a Bing search? Layer on recency limits to time your ads optimally. Pixel free makes it so much easier to go really deep in understanding and targeting audiences with high precision and at scale.
Yes, it is possible to perform these kinds of segmentation gymnastics with pixels, but it’s time-consuming, labor-intensive and latency prone. With pixel-free, it’s all out of the box and at your fingertips.