dmg media Ireland has introduced first party intent polls to define and target ‘in market for’ audiences.

This will enable advertisers to target display, video and native campaigns based on declared user feedback.  

By asking readers direct poll questions across the dmg media digital network, advertisers can engage directly with their customers and in turn retarget these users with a tailored ad responses that are specifically designed to maximise ad effectiveness and reduce wastage.

The initial results have been very strong, according to Doug Farrell, Group Head of Digital Strategy at dmg media Ireland.

“We saw an increased engagement across our campaigns, with a 60% uplift in CTR, an 80% uplift in brand engagement and an uplift in CPM of 40%.

"We also used the poll and audience retargeting strategy to drive substantial registrations for live and virtual events for a financial advertising partner. 

"Being able to demonstrate intent, engagement, target, and retarget our users has provided us with a strong competitive advantage in the advertising market.

"It has also enabled us to leverage our extensive audience data segments in a more meaningful manner”.

It comes just months after after dmg successfully launched dmg::ID, a new data targeting product intended to fill the void left by the planned depreciation of third-party cookies.

Last August Alphabet announced that it would abandon plans to depreciated cookies on its Google Chrome web browser, effectively ending four years of planning for obsolescence in the digital advertising industry.

However, the industry will see continued consumer-oriented privacy opt-outs driven by regulations and by browser or operating system settings.

Speaking at the time Mr Farrell said: “In response to the needs of advertisers and agencies we developed - dmg::ID our data targeting product that enables our advertising partners to leverage our rich audience targeting data in a privacy safe manner,  driving engagement while minimising waste.”