Identity Resolution FAQ
As time passes and consumers conduct more and more transactions online, their personal data is collected by data providers who store and organize it for purchase by other entities. We call a database like this that contains personally identifiable information (PII) and behavioral history an Identity Graph. Our tech relies on the unique identity graphs of several global data providers. Collectively, our data providers possess information on billions of consumers, including over 8 billion unique devices worldwide.
When a visitor arrives on your client's site, our technology analyzes a unique fingerprint of key data points that are linked to the visitor's device and browser profile. That data is sent to our stack of data providers to compare to their identity graphs. As matches come back, they are layered together to determine the likelihood of the visitor being a particular person. At a certain threshold, we can say with absolute certainty that a site visitor is a unique person, based on the comparison of their device and browser information to the information that our data providers have collected. We call this deterministic identity resolution, as opposed to probabilistic, which relies on other methods to essentially guess who's who.
When a match is made, it is done with 100% certainty about a visitor's identity. Currently, we can resolve the identity of 90% of global site visitors, and this number is steadily rising as more data providers are added to our stack.
Unlike most ABM solutions, our tech DOES NOT rely on IP address to function. There are several very successful companies offering mediocre platforms that will tell you what COMPANY is on your site and not the actual human behind the keyboard. In our opinion this info is rather useless, as a business may have hundreds or thousands of users behind the same firewall and IP address.
Our technology identifies real humans based on their unique device and browser information whether they are at home, work or anywhere else, which is a crucial aspect of our ability to hyper-target in-market prospects with high precision.
Once we know the identity of a site visitor, we can leverage our data providers to pull a comprehensive history of their online behavior.
"Behavior" is all of the user's clicks, scrolls, impressions, time spent on sites, including information about the content and context of sites they have visited, sites they are simultaneously browsing in parallel tabs, as well as purchase history.
This information is fed into our proprietary algorithm to segment the most highly-engaged prospects on your client's site, allowing us to create a custom audience of in-market leads that we sync directly to your ad campaigns.
Our data providers possess information on over 8 Billion devices worldwide and counting. This accounts for multiple devices connected to each individual. We can identify somebody whether they are browsing on their laptop, tablet, work computer, multiple mobile phones and any other devices while in any location, as all devices are connected to them through our data providers.
Yes. We can resolve the identity of 90% of global site visitors, allowing our tech to work just as well for domestic and international clients.
The first step in hyper-targeting is identity resolution, which is explained in more detail in the Identity Resolution FAQ.
Once we resolve the unique identity of a site visitor, we leverage our data providers to pull a comprehensive history of the user's online behavior.
"Behavior" equals clicks, scrolls, impressions, time spent on sites, information about the content and context of sites they have visited, parallel browsing, as well as purchase history, among many other things. This information is absolutely critical to train our algorithm to identify the behavior patterns of hyper-engaged prospects who are most likely to purchase your client's goods or services.
We have the distinct advantage over native pixels from FB and Google of being able to tap into the vast identity graphs of our global data providers to learn from the behavioral history of highly-engaged prospects and predict who is most likely to convert. As new visitors arrive to your client's site, their behavioral history is analyzed and the cycle continues, training our algorithm to more effectively segment ideal prospects.
It is important to note that the personally identifiable information (PII) processed by our algorithm never gets exposed to our team, your team, or your client's team, keeping our tech compliant with GDPR, CCPA and all other privacy laws.
Moonraker audiences are constantly cleansed of bots and fraudulent traffic, keeping our algorithm focused solely on real humans who are most likely to convert. When this information is synced to Facebook and Google, their brilliant lookalike algorithms take over and greatly expand our reach. Our audiences provide superior results to anything that Facebook and Google can provide alone.
All of this results in a remarkable 30-70% reduction in CPC and CPA in less than 90 days with a simultaneous increase in conversions.
No. We use a unique fingerprint of key data points from a site visitor's device and browser to determine their identity. Once we know their identity, we no longer need cookies to track their behavior.
You can, but they don't do two very important things:
- They won't cleanse your audience of ad bots and fraudulent clicks. Bots cost media buyers 15-30% of their entire campaign budget on junk traffic, including fake impressions, clicks and even app downloads. As sad as it sounds, all major ad channels are plagued by bot fraud and there is little incentive for them to combat this because they profit from it.
Aside from the enormous waste of budget on bot fraud, these fake clicks also mess up your targeting data, causing your lookalikes to fall well short of their full potential. You are essentially asking for these platforms to provide you with an expanded audience that also includes more fraudulent clicks and poorly targeted users because of how diluted your custom audience was in the first place.
- Facebook and Google use their own vast repository of data to predict people's behavior, but our algorithm relies on several global data providers each with their own massive identity graphs. We have an astronomical treasure trove of data from which to predict visitor engagement. When combined with the power of Facebook and Google's lookalike algorithms once cleansed of bot fraud, the results are absolutely stellar.
Ad Bot Blocking FAQ
Ad bot fraud takes on many different forms, but the one we are most concerned with is known as click fraud, which is the process of artificially inflating engagement with paid ad campaigns to either generate revenue or to waste the budget of a competitor.
Ad bots are essentially software designed to emulate real human behavior. Their purpose is to interact with ads and trigger the cost-per-click or cost-per-impression of those ads, racking up more engagement than would occur organically so that the advertiser ends up paying more and the website that hosts the ads (run by the fraudsters) earns more. This amounts to 15-30% of total campaign budget on all major platforms!
In 2020, ad bot fraud will cost marketers a staggering $24 Billion!
Unfortunately, there has not been much support from major ad channels to combat this issue, as every time a fraudulent click or impression occurs, the ad channel still profits! Click fraud is rampant on even the largest channels such as Facebook, Google and LinkedIn.
The primary purpose of our technology is to identify real human site visitors based on their unique device and browser fingerprint. We rely on a stack of global data providers to analyze the behavioral history of site visitors to determine their identity and level of engagement.
Real humans demonstrate predictable behavior patterns online, most notably that they purchase products and services and provide accurate contact info when doing so. The smoking gun for bots is that they never make online purchases. Because of this, it is very easy for us to determine when a visitor is NOT a real human.
Most ad bot blocking software is probabilistic. In other words, it uses machine learning to predict when behavior appears to be fraudulent. Our technology is deterministic, that is, we can absolutely determine with 100% certainty if site activity is from a human or an ad bot as we are analyzing history and not just on-site behavior.
Once bots are identified, they are permanently excluded from your audiences so they will never waste your budget again.
Similar to the way we identify bot fraud, we can rely on our stack of identity resolution providers to spot fraudulent clicks coming from real humans working in click farms. The same basic premise applies; devices found in click farms are not connected to a robust behavioral history and have made zero online transactions.
Even if a site visitor IS a real person, if they lack transaction history they will land on our exclude list.
Please see links below. A quick search of "Ad Fraud" or "Click Fraud" on Google yields thousands of results:
No. All we need is manager permissions to your client's Google Tag Manager account to push the pixel to their site.
Our system automatically verifies pixel installation once it is pushed to your client's site.
Once installation has been verified and permissions are granted to your client's ad channels, Moonraker audiences will begin syncing in real-time.
At a minimum, we need Google Tag Manager and Google Analytics to install the pixel on your client's site. In order to utilize custom audiences, we need to connect to at least one ad channel, preferably Facebook or Google Ads.
How To FAQ
Your client's site needs at least 10K unique monthly sessions to achieve the best results. Our algorithm optimizes more effectively the more traffic it analyzes. The higher the traffic the better your results will be.
No. A single pixel works on multiple sub-domains, landing pages and a variety of site configurations, allowing you to use Moonraker audiences in as many different campaigns as you like.
Please reach out for details on how to configure more complex setups.
Moonraker audiences work just as well in keyword-based search campaigns as retargeting campaigns.
No. You will no longer need to use any interest or demographic groups in your campaign targeting as the Moonraker audiences are designed to be a comprehensive and auto-optimizing solution.
We encourage your team to continue split-testing messaging and collateral as always.
If you currently have an exclude list of past conversions and existing clients then please leave it in place, as our technology does not automatically exclude this group.
No. Our custom audiences automatically exclude bots and fraudulent traffic as well as low engagement human visitors. All you need to do is point your existing campaigns at our hyper-engaged lookalike audiences to get amazing results.
Results get rolling once we can build out lookalike audiences in Facebook and Google.
A Facebook lookalike audience requires at least 300 people in a custom audience as a seed audience. Our identity resolution tech resolves 90% of site visitors and our algorithm segments about 5-10% into our custom audiences.
Your client's site will need around 6,500 unique visitors to reach the threshold for a Facebook lookalike audience and about 22,000 for a lookalike from Google. The sooner that threshold is met, the faster we can achieve results.
Our tech identifies and segments both paid and organic traffic, so a site that is already generating good traffic from SEO, content creation, influencer marketing, etc. will reach the threshold much sooner than a site that is just starting out.
The same goes for campaigns running a high vs low budget. Campaigns will need at least 10K unique monthly sessions for our tech to really shine. Results will continue to improve the higher the monthly traffic.
Attributes: Information about the user
- Geographic Location: We receive user IP addresses and examine what general geographic location, like country, county, and the city they’re from. We do not save or store user IP addresses.
- Browser & Device Characteristics: We examine user device and browser, it’s size, version, as well as technical information that we believe affects user experience.
- Time and Date: We log the time and date at which a user visited the website.
Actions: Information about user engagement with the website
- User Activity: We log the clicks, scrolls and time a user spends on site.
- Returning Visits: We see if an individual session is a new or returning session.
- Parallel Browsing: We track how a user engages with a website in parallel tabs.
All data is anonymized and does not include PII (Personal Identifiable Information).
We do not collect or use demographic data such as age, gender, etc.
We do not use any 3rd party data in our system.
Identified site visitor data is 1st-party data that is owned by your client, to be used within the boundaries of applicable consumer protection laws.
Major ad channels will NEVER share their inventory with you, as they rely on advertisers running ads on their platforms to stay in business. They will show you trends and demographic data, but you will never be able to export audiences for use anywhere else. You are essentially renting their inventory at a premium and then renting it AGAIN when prospects drop off due to expiring cookies or clearing of device cache.
Our technology does NOT rely on cookies because we already know the true identity of site visitors. This provides a massive advantage when preparing to scale campaigns beyond single- or dual-channel.
Your client's Moonraker audiences, which are owned by them and are thus fully portable, can be used to target buyers on other ad channels beyond Facebook and Google including LinkedIn, Bing, TikTok, Pinterest, Quora, Snapchat, etc. We have direct integrations with all of these platforms, making the connection process simple.
The advantage of owning the audience compared to traditional omni-channel marketing is that we are NOT using a spaghetti-against-the-wall tactic of throwing everything we've got at people everywhere they go. We can leverage multiple channels with accuracy and precision as we can immediately connect to the same highly-engaged prospects that have been identified elsewhere, keeping costs down and further boosting conversions.
Moonraker was built using only anonymized and aggregated data. No PII of the user is stored by Moonraker (including the user’s IP address). All data collected by Moonraker is completely anonymous and cannot be traced back to a specific user.
Moonraker is not classified as a “Business” or “Service Provider” under CCPA but a “Third Party”. A “Third Party” is neither a “business” nor receives personal information from a business for the business’s purposes.
Moonraker does not receive or process any “personal information” from any business. It is, therefore, a unique type of Third Party, that does not at all process “personal information” per the CCPA.
Furthermore, the CCPA does not apply to "aggregated" information as defined in the CCPA. Aggregate consumer information under the CCPA is information that relates to a group or category of consumers, from which individual consumer identities have been removed, that is not linked or reasonably linkable to any consumer or household, including via a device.
Organizations are thus free to collect, use, retain, sell and disclose aggregate consumer information.
The above guidelines are compliant within GDPR standards as well.
Additionally, the Moonraker pixel is deployed through Google Tag Manager and can be integrated with any existing privacy management solution used by your client's site.
You will be charged the one-time onboarding fee when you sign up. The monthly service fee is automatically billed to the card on file at the end of each month. Fees for traffic beyond 50K unique monthly sessions will be invoiced at the end of each month. Invoices are sent to the email listed on your account.
You can change payment details, pause or cancel your account at any time by accessing your client portal.
No, absolutely not!
Our services are provided on a month-to-month basis.
You can pause or cancel your account at any time.
Moonraker audiences are synced to your client's ad accounts in real-time. If you decide to cancel the services, all existing audiences will remain in your client's ad accounts but will no longer update.
We do not offer refunds, as we only bill for traffic that has already been analyzed.
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