Our tag has more advantages than other retargeting programs:

Accuracy
The match process is first-party cookie-based, not IP-based, and that makes a huge difference in our accuracy and privacy.

IP-based retargeting commonly uses “zones” around an IP address, overlaid with a latitude-longitude measurement accurate to about 60 meters. This makes pinpointing the actual address of a visitor a bit fuzzy, since you might have houses close to one another that are picked up in the IP address zone.

Plus, latitude-longitude coordinates can’t distinguish between different apartments within a building—a block when you want to retarget visitors who live in metro areas. There’s also a concern about website visitors browsing in a public space (coffee shop, airport, etc.), where the matched IP Address may not reflect the actual visitor.

In contrast, the Modern iO cookie-based technology doesn’t rely on IP address or the browsing location of your visitor. We connect a specific user to their activity on a website…and then match back to their actual mailing address.

Privacy Compliance
The data gathering is compliant and in accordance with privacy regulations. We don’t use IP Addresses, or third-party cookies, or track visitors across multiple domains.

The names and addresses come in as a streaming data feed, which we send directly to our press to print and mail the cards on demand. To maintain privacy compliance throughout the process, we are unable to share the mailing data with the advertisers.

Tag placement process:
The tag placement only takes a couple of minutes. For those who have placed tags before, this is similar to placing a Google Analytics tag. Usually, it’s via the Google Tag Manager, or pasting the code into the header of the website. Here are instructions for placing a tag.