About Specificity

The ground underneath the feet of digital marketers is shifting whether we like it or not. We can either accept it or suffer the results of not shifting with the times. You can no longer build smart audiences inside Adtech platforms and maintain an edge. Too many data selects have been removed due to the shifting winds in the data market. At Specificity, we get it. In fact, we saw it coming.

Tim Cook told the world that if Big Tech didn’t protect consumer privacy, Apple would. And they did with iOS 14.5. Android followed suit and the result was roughly 95% of consumers opted out of being tracked across apps. App tracking data disappeared almost overnight. It was predictable for those of us that have grown wary of Big Tech over the last decade as we watched social media giants steal our data and sell it to whomever wanted to buy it. The Adtech market reacted by scrambling to be the best at serving ads with limited data.

We said to hell with that— it's time for granular data but with the customer's privacy at the forefront.

We built a process by which we can narrowly define high-likely conversion audiences and focus our client’s ad spend where it impacts revenue much more efficiently. We did it by leveraging better technology, assembling a team of data-minded marketers and frankly, by not being data lazy and complacent.