The startup utilizes geospatial data to create privacy-compliant digital audience segments, enabling advertisers to effectively target their ideal customers. This approach enhances advertising precision and improves return on investment by ensuring compliance with data privacy regulations.
Funding
Funding not disclosed
Founders
Product
Problem
Traditional digital advertising relies heavily on online data, which may not accurately reflect consumers' real-world behaviors and interests. This can lead to ineffective ad targeting and wasted advertising spend. Furthermore, increasing concerns around data privacy necessitate solutions that minimize the use of personal information.
Solution
RainBarrel provides privacy-forward advertising audiences built using geospatial data, enabling advertisers to target consumers based on their real-world behaviors, such as where they shop, work, and play. The platform leverages a proprietary Audience Graph that analyzes consented location data enriched with contextual point-of-interest (POI) data, statistical analysis, and demographic profiles. This approach allows for precise audience segmentation while adhering to privacy regulations. Advertisers can access pre-built public audiences, create custom audiences using flexible geofencing methods, or tap into behavioral and psycho-demographic insights with EthoSense audiences.
Target Audience
RainBarrel primarily targets advertising agencies and brands looking to improve the precision and effectiveness of their digital advertising campaigns while respecting consumer privacy.
Features
- Access to over 13,000 pre-built public audiences across the US and Canada, categorized by brand, category, and NAICS code
- Custom audience creation using various geofencing methods, including Cartesian coordinates, postal code boundaries, POI building boundaries, and H3 indices
- EthoSense audiences that leverage behavioral and psycho-demographic insights
- Audience analytics dashboard providing geographical distribution, recency distribution, size over time, POI visitation, demographic profile, match rates, and similar audience insights
- Amplify add-ons to broaden audience reach through household or expanded reach targeting
- Integration with over 30 activation destinations, including leading DSPs and social media platforms
- Privacy-compliant data processing that removes personally identifiable information (PII) and adheres to GDPR, CCPA, and other privacy regulations