Independent agency the7stars has launched an audience insights and activation platform that seeks to address challenges around precision targeting and data fragmentation in digital advertising.
Gravity Connect aims to provide advertisers with a more transparent way to build and activate audiences through the use of location.
It leverages first-, second- and third-party data at the full postcode level. Advertisers will be able to geo-target directly or convert postcode data into identifiers such as cookieless IDs or hashed emails to enable omnichannel activation across digital, TV, OOH and other channels.
The Media Leader understands that, so far, 12 clients in sectors including retail, finance and travel, with more than £2m in annualised media billings, are using Gravity Connect.
Gravity Connect is built in partnership with geo-behavioural company Starcount and addressable audience platform Evorra.
Starcount will customise Gravity Connect’s data environment and integrate additional licensed datasets, such as mobility data and spending interests, while ensuring consumer privacy.
Evorra’s data spine will enable the conversion of full postcode data into platform-ready IDs and provide additional behavioural signals.
“With Gravity Connect, we’re shifting the focus back to geo as a universal currency for audience targeting — one that cuts through the noise of fragmented data, limited scale and unverified IDs,” said Adam Chugg, the7stars’ head of data and technology.
“Our clients no longer need to chase an illusion of pinpoint precision, only to encounter limited delivery and high costs,” he continued. “Instead, they gain a consistent and transparent source of data to build and activate audiences, all while decoupling data costs from media spend.”
Chugg recently wrote about the limitations of precision-targeting in a piece for The Media Leader.
He pointed to the “frequent challenges associated with privacy, accuracy, scale, expertise and return on investment”, adding: “Data-driven marketing can be incredibly powerful when limitations are accounted for within a multifaceted data strategy.”
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