Modern iO Tag
What the tag does:
The tag not only reveals the traffic that is already coming to your site, but also how many of those visitors we can match to a mailable address, referred to as an “Addressable.” The tag itself is a simple line of javacscript code. It’s lightweight and asynchronous, so it doesn’t affect site speed. We recommend our tag be placed in the footer of a website, so we can capture all pages on the site for better targeting discussions.
How the tag works:|
The tag on your website connects the visitor to an opt-in subscription network* in a privacy compliant way. When there’s a match to a name and address, that visitor is counted as an “Addressable,” and their mailing information is passed back. Our match rate to Addressables is about 50% to 60% or more. The match rate is different per website, and we’ve seen some sites match higher than 70%.
*An opt-in subscription is like an online publication, service, or form-fill where you fill out your name and mailing address.
Why our tag has more advantages than other retargeting programs:
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 the browsing location of your visitor. It connects a user’s specific device to their activity on your website…and then matches back to their actual mailing address.
*A note about first-party cookies: Google recently announced it would be phasing out 3rd-party cookies. Since the match process is first-party cookie, Modern iO will not be impacted by this announcement.
Since the origin of the data is from opt-in sources, the data gathering itself is compliant and in accordance with privacy regulations such as GDPR and CCPA.
The names and addresses come in as a streaming data feed, which we send directly to our press to print and mail the cards. We don’t share the mailing data with the advertisers, which maintains privacy compliance throughout the process.
IMPORTANT: To preserve privacy compliance, we cannot share the information of the actual customer mailing addresses.
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. If you don’t have admin access to your website,