Nano, a leader in intent-driven planning and targeting, has announced that it has reached more than 60 Intent Personas on its proprietary LIIFT™ platform, detailing the impact so far of this unique product, a year on from launch. 

In the face of signal loss, new solutions – and new approaches to old challenges – are needed. Nano’s Intent Personas product is both. It provides targeted scale for reaching audiences online – powered by machine learning, verified by always up-to-date panel data. And while cookies and other IDs rely on historical data or actions which may no longer be timely, with Intent Personas buyers can reach audiences live and in the moment they express intent.  

In the past, audience targeting involved various means of reaching consumers across the web, from cookiesand signals such as IP addresses, mobile device IDs or a combination of similar people-based identity solutions. But these have practical limitations since so many consumers are exercising their right to opt out. Research from IAPP shows that 68% of consumers worldwide are concerned about their online privacy¹. And Nano’s own research reflects the same trend reflected in their behaviour – around 70% of consumers ‘mask’ their data from trackers weekly or more often², and more than half (52%) would favour brands who use no personal data at all in targeting³. Alongside consumers opting out, tech giants and legislators are also forcing signal loss in many forms that stretch beyond the cookie.  

People-based targeting methods have also been accused of making incorrect assumptions around individuals and bucketing them into irrelevant or simply incorrect categories. Nano solves this issue by using tried and tested, traditional media research. The taxonomy for each Persona is created using panel research to verify that audiences match the target, and manually vetted machine learning models are used to validate the accuracy of content categorisation. 

Niall Moody, CRO of Nano says: “Intent Personas is a product that brings together both the latest tech in termsof machine learning and AI, backed up and verified by trustworthy, robust methods in the shape of panel research.  

“Combining innovative tech with the guardrails of trusted research allows us to avoid the pitfalls of both audience assumptions and AI hallucinations. A year on, as a product that is still unique across the industry, Intent Personas is enjoying greater success and adoption than ever among our clients. A future-proof solution to signal loss.”