Digital Advertising:

A Paradigm Shift to Person-Based Advertising

Todd Abbott, Co-Founder + CEO

In today’s competitive landscape, businesses invest billions of dollars annually into digital advertising, aiming to capture the attention of potential buyers in their target markets. Most digital ad campaigns are casting a wide net into markets where only a small fraction—typically 5-10%—of the target market are actively in-market for a solution at any given time. 

This creates a massive waste of resources. Companies spend substantial dollars on impressions, clicks, and engagement with audiences who are not yet ready—or may never be ready—to buy. The solution lies in smarter targeting: what if businesses could pinpoint prospects who are just entering the buying cycle and focus their efforts on influencing these individuals early in their research phase? 

The Problem with Traditional Digital Advertising 

The traditional digital advertising model prioritizes reach over precision. Ads are served based on broad demographic or interest-based targeting, leaving much to chance. Most campaigns fail to address the critical timing factor—when a prospect is actively starting their research and is most receptive to learning about potential solutions. 

Studies have shown that buying cycles typically begin with a functional initiative within organizations. Lower-level team members often start anonymously exploring solutions online. By the time they are 70% or more through their decision-making process, the vendor shortlist is often solidified. If your company isn’t on that list by then, your chances of influencing the decision diminish dramatically. 

The digital advertising inefficiency is exacerbated by the anonymity of early-stage research. Buyers rarely engage directly with vendors or reveal their identity until they have already narrowed down their options. This makes it nearly impossible for traditional digital ad strategies to effectively identify and engage these prospects as as they initiate thier research. 

Enter Delivr.ai: A Game-Changing Approach 

Delivr.ai is redefining digital advertising by addressing this very problem. Using groundbreaking technology, the platform enables businesses to identify the companies and individuals beginning their buying journey, allowing for hyper-focused marketing efforts right when they matter most. 

Here’s how Delivr.ai works: 

• Understanding Intent Through Search Activity: Delivr.ai analyzes over 35 billion web signals, mapping them to a hierarchy of 23,000 distinct topics. This sophisticated taxonomy helps identify spikes in search activity related to specific technologies, solutions, business challenges or specific competitors. 

• Connecting Search Behavior to Individuals: Leveraging a robust database of 270 million personas in the U.S. and an identity graph that includes cookies, mobile IDs, and personal emails, Delivr.ai ties search behavior to actual individuals. This means you’re no longer targeting anonymous cookies and instead, real members of the buying group. 

• Early and Sustained Engagement: By leveraging a robust identity graph, you can hyper target your advertising to those who are actively exploring relevant topics. This approach allows you to influence prospects throughout their buying journey—not after they’ve already made up their minds on which vendors to engage with. 

The Benefits of Hyper Targeting 

• Improved ROI: By focusing your digital advertising on individuals actively researching solutions, you eliminate wasted ad spend and improve conversion rates. Click through rates (CTR) are 8-10X higher when advertising to prospects who are in-market. 

• Increased Influence: Engaging early in the buying cycle allows your company to shape perceptions and create brand recognition, to secure a spot on the vendor shortlist. 

• Precision Targeting: With detailed persona-based insights, you can tailor your messaging to resonate with the specific roles within the buying group along with the pain points and competitive solutions being researched by the prospects. 

• Competitive Advantage: Identifying prospects before your competitors gives you the upper hand in building relationships and trust. 

Transforming Digital Advertising 

Delivr.ai is not just a tool—it’s a paradigm shift in how businesses approach digital advertising. By leveraging AI and intent-based targeting, it enables companies to break free from the inefficiencies of traditional advertising models and achieve better outcomes. 

Imagine a world where every dollar spent on marketing reaches the right person, at the right time, with the right message. That is the future Delivr.ai is making possible—one search query at a time. 

 For businesses tired of the scattershot approach to digital advertising with poor ROI, Delivr.ai offers a smarter, more effective way to drive results. It is time to stop wasting resources and start connecting with prospects when they need you most.