In this blog, the focus will be on ZeroGraph technology, our proprietary, patent-pending technology and the cookieless world.
We’re here to help agencies:
- Innovate and feel confident with future-proof technology
- Increase online conversions
- Help them to provide partners and infrastructure necessary for scalable marketing activation (every client wants more data, a deeper understanding of trends, better insights)
- Hyper-focus on client retention and driving revenue
Our focus in this blog is really on number one, which is innovative, future-proof technology with the world of the cookiepocalypse. It is important to note that when agencies think about what the best investment in technology is, it’s hard to find a tool that does everything and insulates you from what’s happening in the future.
What is ZeroGraph Technology?
It’s the FullThrottle tracking and attribution part of the technology. It’s the underlying source of everything around attribution, measuring influence, tracking technologies in the world of CCPA and mobile IDs, and all the changes happening from a technology standpoint.
We’ve distilled the changes in the landscape to three events but acknowledge there is a ton going on.
The first – browser technology.
Google Chrome is phasing out third-party cookies. Safari and Firefox have already done so. For Google, it’s a massive piece of their tech stack. Likely, they wanted to give themselves time to pivot. And then because there’s already so much baking in surrounding Chrome, which is the line share of browser usage.
Second – mobile device changes.
With Apple’s new iOS 14.5 update, app tracking transparency is more prevalent. Will this be the death of the device ID? So many different verticals in adtech are affected – specifically with location targeting, behavioral targeting, and attribution retargeting. This is a massive shakeup.
Finally – privacy legislation.
CCPA and GDPR are setting the stage for a lot of the United States. A few dozen states already have their own laws. The legislative world is just going to get more complex; there is going to be more nuance to it. It’s something we’re all going to have to keep an eye on, even with the recent changes.
How Does This Effect Agencies?
With these three challenges, it can feel like a ticking time bomb. You’re likely wondering if you must even worry about it. It can be difficult for agencies to think about their scale, size, and if their clients are at risk. The challenge is, even if you’re smaller in the sea of targets that are going to be available for legislative actions, the more successful you are, the higher chance you’re going to have a target on your back. Because of this, it is vital for agencies to consider these challenges. If you plan to grow over the next two to three years, you will have a target on your back. So, are you insulated? How are you protected? Are you investing in the right technology to keep yourself protected?
As you grow as an agency, one of the first questions you’re going to be asked by potential partners, new clients, or adtech partners: are you prepared and compliant?
If you can’t confidently answer that, it will limit your growth potential.
For app tracking transparency, it’s in the form of a new notification, bringing opt-in to the app level. Users on an individual basis will have to opt-in to say “yes, I want to allow this tracking to take place as I move across other verticals here.” One of Apple’s goals was to make it explicit, to make the opt-in obvious to the user. On the flip side, big tech, Facebook, and stakeholders are worried that it will sound an alarm and discourage users.
Ultimately, How Does ZeroGraph Technology Help?
Without getting too technical, a lot of it is our six pillars. Each one is a cookieless mechanism as part of building our identity footprint for each household. But let’s focus on three of them.
LocationQ – this is latitude and longitude via the browser, not via the creepy app on your phone that’s giving away your information.
Zero Local - this is the cookieless way you can use browser caches and storage techniques, getting around the need for third-party cookies, which are being phased out.
Zero BrowserSignal - this is our unique way to tie browser identification tied to our overall graph and make sure it’s the same person we’re seeing back again – the same household with a different device, etc.
And for the other three pillars, those are about legacy information - if there’s offline information, which is part of our overall technology stack, depending on what you’re using and what you’re giving us. We suck in everything that’s available to us to really build ZeroGraph’s footprint.
Essentially, our six pillars are the way we really identify, track, and provide attribution in a world without cookies, without the Apple changes, or any of the privacy legislations really affecting the industry.
Some of the questions we are asked by agencies and our resellers are: How do we begin to think about owning our own data? With every tech company coming up with their own “post cookie” solution, how do we know how to shift through them?
To use the analogy of console or format wars, there are multiple competing technologies. In a broad sense, there is going to be new tech entering at various times, some dying off prematurely, nuanced to each tech option you have, specific partnerships, overlapping users between all of them.
But at the end of the day, the power resides in the advertiser that owns their own data. The ones who own their retargeting audience and have the flexibility to take that audience where it needs to go.
Once you take the advertiser who owns their own data and combine it with a partner like FullThrottle with ZeroGraph technology, a technology not based on cookies or mobile ad IDs, then you have a recipe for true reach activation measurement in this post cookie, post-mobile ad ID world.
We can ingest legacy technology as well. We can make sense of that while future-proofing and providing insulation for the activation measure – identification of the future. This is key for agencies and their clients. How do you make sure you do not give away your data just to Facebook? How do you truly own your own data?
It is important to understand that there is a list, there are real people behind this magical audience collected on Facebook or anywhere else. And it is important for clients or agencies to be able to say: “we can tell you who they are. We can own that data.” And feel reassured you are insulated and can take your data over to any platform you want to activate.
With ZeroGraph ID, we can track data over time. Bringing that data to your clients gives them something much more tangible to hold onto. In a world where they understand things are changing, it becomes hard to grasp, unless you can see it and feel it. It provides stickiness when it comes to client retention and understanding where your additional revenue is coming from.
To recap, the things we aim to solve for agencies is to deliver innovative future-proof technology. Ultimately it must help you increase your online conversion. You have to be able to do it in a way where you do not need to rapidly grow your team when you grow your business. ZeroGraph is how to make your marketing activation a lot more scalable.
This ZeroGraph ability to own your own data – this is really what powers the entire FullThrottle tech stack. To see FullThrottle’s ZeroGraph technology in action, schedule your demo here.