In this executive read, we’ll quickly go through two key types of data—Addressable Data and Identifiable Data—explain what they mean, their source, and the pros & cons of each.

1. WHAT IS ADDRESSABLE DATA?

Addressable data enables brands to target specific users or groups across platforms without directly identifying them. It is linked to anonymised profiles, devices, focusing more on targeting audiences than individual identities.

SOURCES OF ADDRESSABLE DATA

• Cookies and tracking pixels
• Device IDs
• Anonymised social media profiles
• Behavioural data from websites (e.g. browsing history, search history, etc.)

ADVANTAGES OF ADDRESSABLE DATA

• Broader reach: Can target larger, relevant audiences without needing personal information.
• Flexible targeting: Addressable data works well for cross-device campaigns, as it follows users across multiple platforms.
• Compliance-friendly: Since individual identities aren’t directly known, it does not face as many regulatory hurdles.

DISADVANTAGES OF ADDRESSABLE DATA

• Lower accuracy: can reduce precision-targeting.
• Less personalisation: It’s harder to create the same level of personalised experiences as with Identifiable data.

2. WHAT IS IDENTIFIABLE DATA?

Identifiable data refers to information that can directly recognise and identify an individual. It includes personal details like names, emails, mobile numbers, or any personally identifiable information (PII).

SOURCES OF IDENTIFIABLE DATA

• Lead form registrations
• Sign-ups
• Email subscriptions

ADVANTAGES OF IDENTIFIABLE DATA

• Precision: Allows for highly accurate targeting, as each individual can be specifically identified.
• Direct relationships: Can build strong, personal customer relationships and personalise content specifically for each user.
• Better Engagement and Conversions: When content is customised at a personal level, it can boost engagement and conversions.

DISADVANTAGES OF IDENTIFIABLE DATA

• Privacy concerns: Strict regulations such as GDPR or CCPA govern the collection and use of identifiable data, requiring explicit consent.
• Limited reach: While precise, identifiable data typically comes in smaller volumes, limiting the scale of campaigns.

At Moblaze, we offer different solutions to meet all your data-driven marketing needs. Whether you’re leveraging addressable data for broader reach or identifiable data for precise targeting, we’ve got you covered.

Get in touch with us to explore how we can elevate your strategy.