Privacy at Clickagy

Privacy has been a major concern lately as tech continues to grow and stretch beyond imagined boundaries. Clickagy understands this concern, even from the consumer standpoint because after work we all exist as internet consumers as well.

Most people don’t like the feeling of being watched. It is unsettling, just like any invasion of privacy or sense that someone knows too much about you.

Clickagy is not here to exploit your privacy. In fact, we are doing what we can to use our data in a way that is both ethical and effective.  Here are four reasons you should feel comfortable participating in the Clickagy ecosystem.

Participation in our data is voluntary.

I start here because I want to emphasize that Clickagy prides itself on transparency and trust. Beyond this, we understand that Clickagy benefits most from a society that is comfortable with programmatic marketing, and to do that we believe in the importance of willing participation. If you are uncomfortable with our use of your data, and would like an easy exit, click here to opt out.

All the data we collect is anonymous.

This is the most important way we demonstrate our respect for privacy. Absolutely nowhere in our system do we keep your name, phone number, address or any other sort of delicate information bundled up into a neat little package for shipping off to the highest bidder. Not only do we personally get queasy at the thought of exploiting the internet in that way, this practice is decidedly illegal and strictly enforced.

Again, for the sake of transparency, here’s how our data collection works:

To collect data, we match the cookies found on that device to a unique identifier stored within our database. When we see a known device hit a particular page, we file that device identifier into audiences based on page content and user interest.

That’s it.

The power of our data comes from an ability to analyze web pages and what they mean to a consumer, not from analyzing the consumers themselves.  

All of the data we collect is relevant to your observed interests.

This comes down to what marketing is: an orchestra of creators working together to connect the right products with interested consumers. So you are in market for wireless headphones that drop a clean beat? What is wrong with being served an ad for a bluetooth speaker as well? Ultimately, this process benefits you by notifying you about products you may actually be interested in.  This programmatic world makes advertising far more user-focused than superbowl ads or roadside billboards ever could be. The system is mutually beneficial, and more efficient for both sellers and buyers than any other capitalist system on earth.

You are just a number. One of over 1.5 billion, in fact.

This seems like a cop out, but it is important. Built into the structure of Clickagy is a promise never to build and send an audience of less than 1,000 devices. The data trail you leave behind as you journey from page to page is shuffled into vast audiences and sold exclusively in that context.  

If all four of these reasons do not persuade you to trust Clickagy or the programmatic ecosystem as a whole, please feel free to opt out.  Here is the link again.

How We Get Our Data – From the Screen of a Consumer

Marketers fail when they lose touch with the human beings they are trying to reach. Clickagy solves that problem by building clear audiences based on consumer interest and behavior.  

Here’s how…from the screen of a consumer:

Meet Carrie Marco*. She’s an interior designer and mom with an affinity for cooking mediterranean food, Liz Claiborne jackets ,TV dramas, and two adorable dogs. She lives in Reno, Nevada and has built a home decorating business on her keen taste regarding simplistic patterns and the way light hits a clean surface.  

This Tuesday, an hour before Carrie makes the 7.5 minute commute to her son’s elementary school to pick him up, she sits down in her home office to log in to her favorite professional design blog. Blogs like this power her design creativity in a very real way, and every hour spent scrolling through articles and forums is an hour refining her taste. Sometimes, while looking at community posts, she will see a shared article that intrigues her.

Today, when Carrie clicks on an article, the page she’s brought to is part of a well-known interior design website that generates revenue with programmatic advertising and sponsorships. Embedded at the top of the article is a Clickagy tag. This tag pings our servers when Carrie hits the page, sending anonymous information like her IP address, browser information, approximate location, and page URL to our system. This page is then crawled by Clickagy and processed with our AI and NLP platform (we call her LEXI), categorizing the page Carrie is looking at according to the content on her screen. LEXI also makes sure to minimize false positives by negating errant or less relevant keywords from comment sections or related articles. By means of this process, Carrie is placed into an audience of interior designers.

Later that night while Carrie browses in boredom, she sees a link to a speculation article about the TV show General Hospital’s latest love triangle. As soon as Carrie clicks on that link and her eyes are on the page, a new Clickagy tag grabs her info, and she is added to the Clickagy drama television audience. In the sidebar of the article sits a clean ad for a reimagined victorian oak desk, reaching Carrie because earlier that day she was added to Clickagy’s interior designer audience.

Generating clear and functional audience formulas requires four main elements: tag technology, our AI NLP platform, the expertise of our team, and Audience Lab, a Clickagy platform that makes sense of all the raw data and segments people into relevant groups. We then deliver those segments to your preferred DSP or DMP anywhere, anytime.  

To leverage Clickagy’s ability to reach people like Carrie Marco, contact our sales team today.  

*Carrie Marco is an invented persona, generated for the purpose of illustration.  The data we use, however, is not invented, as your thriving conversion rate will show.
The Six Stages of the Purchase Process and How Clickagy Can Help During Each

The marketing community identifies six stages of consumer conversion in the online marketing space. From the moment your consumer recognizes they have a need, to after they have received your product, your brand will benefit from the 3rd party data and insights Clickagy contributes all along the way. 

 Here is how Clickagy technology can help you throughout the entire conversion process:

Problem

Clickagy collects activity from 1.5 billion devices across millions of domains, generating a unique understanding of the entire online market. We provide important insights regarding the wants and needs of your consumers before they have even considered a solution to their specific problem. By harnessing our raw data and converting it into understandable conclusions, Clickagy offers your brand a clear picture of the parts of the online market you can’t see and helps you predict your consumer needs long before your competitors can.

Research and Product Evaluation

As soon as your consumers are in-market for your product or your competitor’s product, Clickagy sees that activity and can immediately translate it into an actionable audience. Your consumers will be seen in-market and served ads before they have made their decision, catching them at a critical moment in the purchasing process so they choose your brand first.   

Decision and Purchase

By pairing our scalable 3rd party data with your brand’s 1st party data, we provide a clear understanding of what your customers were doing online before they converted. Using this data, we’ll help your brand generate a complete picture of your ideal consumer so you can tailor every aspect of your campaigns toward more of these conversion successes.  

Post-Purchase Evaluation

With the same pairing of your 1st party data to our 3rd party data, you will see how your current customers behave across the web after they convert. We’ll identify when your customers disconnect with your brand or are tempted by competitors so you can take action before you lose their loyalty.  

For more information about how Clickagy can play a game-changing role in your next campaign, contact our sales team today!

Farm-to-Table: Artisanal Data

The phrase “Farm-to-Table” is a growing concept in the food world. It describes when food is directly-sourced from the farm and delivered to the restaurant, without wholesalers or middlemen, allowing for a high-quality product with complete transparency into the food production process. The same concept can be applied to data, where it is obtained directly from the source in real-time by Clickagy technology, providing a trusted approach to audience data. By owning the entire process, you can fully trust and understand what is contained within Clickagy data. Try an organic solution; think of your marketing efforts like the food you eat!

      Interpret your data:

  1. Sourced: Where does your audience originate? Does your data provider farm it themselves or are they simply a reseller of someone else’s product?

Your company gains an impressive edge over the competition when your data is pure instead of assumed and modeled. Stop using watered down sources like look-alike modeling or broad generalizations, and upgrade your campaign to Clickagy’s surgical, observed data!

  1. Freshness: How recently was your data harvested? Is it already old and stale by the time you get it? …are you sure?

Simply receiving data is not good enough; if data is not fresh, it loses value and relevance. Avoid the muck and embrace the freshness of Clickagy’s 3rd party data that has never been inadequately packaged or mislabeled. Our data is collected in real-time, then delivered to your ad buying platform as quickly as possible, ensuring nothing is stale!

  1. Quality Assurance: Is your data contaminated? Is it modeled with fillers and byproducts to give the illusion of quality at scale?

Have you ever questioned when another data vendor says they have 30 million CEOs? Or when they can target all 500 million Line Dance enthusiasts in the US? Farm-to-Table data ensures quality by reducing the role of the middleman, eliminating the defects.

  1. Preparation: Does your organization demand transparent visibility into your 3rd party audiences? Do you know who prepares it or how many people have handled it?

By embracing Farm-to-Table data, you are able to work with a more viable structure that clarifies exactly where and how your data has been prepared. Our dedicated team of audience strategists are always available to assist when creating the perfect audience, and our team is happy to walk you through the process, step-by-step, explaining how your data is collected and can be best utilized.

Put your finger on the pulse of the nation with Clickagy. Our surgical data ensures you can find the needles in a haystack exactly when you need them! Feel confident and safe with Clickagy’s 3rd party data and its unmasked provenance. With Clickagy’s fresh behavioral prospects, you can be confident that your campaign will precisely reach your intended audience, without false positives!

Gun Rights vs Gun Control: The Unspoken Public Opinion

     There are few subjects that generate more fervent debate than gun control and gun rights. In the United States, mass shootings are all too common. From the Santa Fe High School tragedy to Virginia Tech and Sandy Hook, these horrific tragedies plague our news. The trouble is it’s not possible to accurately determine what people think about guns in the US from questionnaires, surveys, and interviews. Sampling bias is huge, and the more controversial the subject, the pollsters skew toward the loud minority, rather than the vocal majority. You can read the findings of surveys over and over again, but often, it’s the unspoken opinions that count. So, how do you find out what’s really going on in people’s minds and determine the difference between public opinion and private reflection? Clickagy’s substantial tracking of internet behaviors is a unique solution to paint an unbiased and pure picture of consumer opinions. Instead of relying on hand-raisers to declare their controversial opinions publicly, Clickagy can observe the content they are actually reading online and actively researching. Clickagy is then able to measure this deterministic data across over 91% of the Internet-connected devices in the US, eliminating inaccuracies from extrapolation. Clickagy taps into the unspoken voices of America, providing an unprecedented clarity to public opinion.

What the Polls Say and the Clickagy Difference

     Information obtained from surveys suggest is that the majority of people who participate in polls hold certain beliefs, but there’s always a risk that public opinion is actually different to private opinion. What one says may actually be completely different to what he or she thinks, and ultimately, what one does. If you’re trying to navigate your way around gray areas, evaluating concrete data is likely to get you further than reading responses to loaded questions. Clickagy tracks devices, including phones and tablets, showing the level of interest in subjects like gun control and gun rights among audiences that are engaged in this issue. There’s no room for subjective interpretation or poetic license with numbers and the Clickagy strategy points to the fact that there isn’t always a correlation between thoughts and actions. Collected in real time, this data shows just how many people are visiting pages related to gun control and gun rights. Polls may suggest that there has been a jump in support for tighter gun controls, but it’s also useful to analyze data related to gun rights. The differences in numbers collected by Clickagy provide an insight into what people think that may not be reflected in poll findings or watered down results quoted in news bulletins or press articles. Tracking data obtained directly by Clickagy demonstrates around 30.4% more people observed researching gun control and gun rights. This represents a 23.1% jump in consumers who care about restricting the rights of gun owners than last year, likely due to recent school shootings. Advocates for gun rights and freedoms are down by 12.7%, of which, in the previous three month period an incredible 5.6% have shifted positions from historically advocating for gun rights into actively researching some form of gun control. America was founded on the right to bear arms, however, recent trends in the popular opinion clearly show an increasing number of citizens opting to restrict that freedom, even to a small degree.

     The behavioral tracking techniques used by Clickagy show what specific audiences are interested in and what content they’re consuming online; primarily used for programmatic advertising, analytics, and attribution. However, the scale and purity of data also make it ideal for measuring unspoken public opinion. At the time of writing, within the past 30 days, more than 3.75 million devices (including mobile phones, tablets, and computers) have been observed researching issues related to gun control. That’s almost 1.5 devices per second! The numbers are much lower for those researching gun rights (only 2.9 million in the past 30 days). These devices belong to people who have a genuine interest in how the government is going to adapt or modify gun control, specifically siding with protecting the rights of gun owners. These users may have a connection to activist groups or associations like the NRA or Everytown for Gun Safety. Those researching gun rights are likely to have an interest in public safety, self-defense, and the Second Amendment.

     After every mass shooting in the US, you can be sure that there will be a raft of polls published in the mainstream media. The latest school shooting in Santa Fe seems to have hit people particularly hard, and there has been an outpouring of public support for tougher gun controls. In the aftermath of the Texas shooting, the Quinnipiac University National Poll revealed that 66% of people supported more stringent, rigorous laws. This represents the highest figure on record and a major leap from 47% in 2015. Sixty-seven percent of people agreed that it is too easy to buy a gun in America, but only 40% suggested that stricter gun control measures would be the most effective means of reducing the risk of mass shootings in the future. Of those who oppose tougher measures, the majority believe that more robust controls would impinge on their basic right to own a gun.

Why Clickagy Data Offers Improved Insights Over Public Polls

     If you read the results of public surveys published in newspapers and other outlets, you are only seeing part of the picture, however, until recently that was the best option for reporting on public opinion. When you’re filling in a survey, you have a choice about which answer you give or box you tick. You can be completely honest, or you can go with the option that you think you should select. This pressure was the root problem of the wildly inaccurate polls before the Trump presidential election. Often there’s a difference between the opinions and ideas that hand-raisers share in a public arena, or even when surrounded by a group of friends or family and the thoughts that are going through your mind behind closed doors. For one reason or another, this disconnect can force you not to disclose the whole truth when you’re ticking those boxes. Clickagy analysis focuses on unfiltered data points which offer an empirical insight into actual behavior, rather than predicted trends or actions. As well as there being a risk of misrepresenting public opinion by using polls, there’s also a chance that the findings of surveys can be presented in a way that increases the risks of inaccuracies or contributes to bias. Clickagy tracking data provides an insight into trends that aren’t always presented in the media, for example, the shifting tide between the number of raw devices observed researching gun control vs gun rights.

Uncovering Unspoken Opinions

     As we’ve already deduced, public opinion polls can provide an insight, but they are dependent on honesty, and they represent a small segment of society. A more effective means of gathering and analyzing data may lie in using Clickagy to track data related to raw browsing patterns. Analyzing raw browsing patterns offers an insight into what people are actually looking at and the subject areas that genuinely matter to them. The figures may support the fact that there has been an increase in interest in the use of guns and gun ownership in the US, but it could also challenge the findings of public opinion polls. Take the election as an example. Very few pollsters had Donald Trump down to be the victor. The TV personality turned politician may not have been the popular option on paper, but if you tracked browsing and took actual behaviors into account, you might have been surprised to see how voraciously many people were researching the guy who was previously most famous for saying ‘you’re fired’ on a reality show.

     Gun control and gun rights will continue to dominate media discussions until there’s a dramatic shift in policy or an end to mass shootings. What is up for debate is how people actually feel versus how they say they feel. For this reason, the behavioral analysis provided by Clickagy provides a refreshingly pure and accurate insight into the difference between public opinion and unspoken personal stance.

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