Understanding the Super Pixel and Identity Resolution: Our Deep Dive
As a team of digital marketers, we’re always on the lookout for ways to optimize ad spend and improve ROI. Let’s face it—no one wants to waste money on ads that aren’t reaching the right people. That’s why we’re excited to share what we’ve learned about the super pixel, a tool that’s transforming the way we track and optimize online ads.
In this post, we’ll take you through what the super pixel is, how it works, and why it’s a must-have for any marketer looking to get the most out of their ad spend.
What Exactly is the Super Pixel?
Let’s start with the basics. The super pixel is an advanced tracking system designed to solve one of the biggest challenges advertisers face: wasted ad spend. It’s estimated that about 75% of ad spend is wasted because platforms like Facebook, Google, and TikTok fail to capture all the necessary data about users interacting with your ads. That means a large portion of your traffic is slipping through the cracks, and that’s a huge missed opportunity.
The super pixel changes the game. It allows us to match 30-60% of traffic to live profiles, providing a much clearer view of who’s engaging with our ads. For teams like ours, who are always focused on maximizing results, this is a game-changer.
How Does the Super Pixel Work?
The super pixel employs a hybrid tracking approach, which blends two powerful data tracking methods: deterministic and probabilistic matching. Here’s how it works:
- Cookie Syncing: The super pixel tracks users across various platforms and websites, similar to following their digital footsteps.
- Device Matching: It also tracks which devices users are on, allowing for more precise identification across different platforms.
- IP Address Tracking: The pixel grades IP addresses based on how they’re used, which helps enhance the accuracy of the tracking data.
With this multi-faceted approach, we can capture more relevant data and achieve a much higher match rate, meaning fewer ad dollars are wasted.
The Power of the Cookie Pool
One of the standout features of the super pixel is its cookie pool. Many pixels rely on just one or two aggregators for cookie tracking, which significantly limits the amount of data captured. The super pixel, however, works with dozens of cookie aggregators, creating what we refer to as a cookie pool. This boosts match rates and significantly increases the amount of data we can track.
For example, the super pixel hit a 41% match rate on deterministic data, which is impressive. By continually expanding its cookie pool, it captures more user data, ultimately delivering better results for us as marketers.
Deterministic vs. Probabilistic Matching
Now, let’s break down the two key matching methods behind the super pixel: deterministic and probabilistic.
- Deterministic Matching: This method uses exact matches, such as an email address or cookie, to identify a user. It’s incredibly accurate but has limitations because it only works with static data that doesn’t change.
- Probabilistic Matching: This approach is broader and uses information like IP addresses and behavioral signals to make educated guesses about a user’s identity. It achieves higher match rates, but the accuracy can sometimes be lower if not executed properly.
What makes the super pixel unique is that it combines both methods, allowing us to increase both match rate and accuracy. It’s the best of both worlds and ensures more precise data collection.
Solving the IP Address Issue
We often hear concerns about shared IP addresses and how they can disrupt tracking accuracy. With many people sharing an IP address at home or in an office, it can be tricky to get accurate data. That’s where the super pixel’s IP grading system comes into play.
This system grades IP addresses based on how they’re used. If an IP address is shared by multiple users, it receives a lower score. But if only one or two people are using it, the score increases. This grading process allows the super pixel to make more accurate matches, even when dealing with shared IPs.
We appreciate how the system tackles this common issue by making broad data like IP addresses more reliable for tracking and matching. It’s efficient and helps keep the data as accurate as possible.
Real-World Application: Simon’s Success with Reactivation Campaigns
A great example of the super pixel in action comes from Simon at Flow State, who has been using it to power his e-commerce reactivation campaigns. By using the super pixel, Simon has seen 30% open rates and generated 2-3x ROI for his campaigns, reactivating dormant customers with ease.
Simon integrates the super pixel with Klaviyo, a popular email marketing platform, to build highly targeted campaigns. By leveraging both deterministic and probabilistic data, he’s able to place his clients’ ads in front of the right audiences, driving impressive results.
Seeing the super pixel perform so well in practice makes us even more confident in its capabilities for similar reactivation campaigns.
Why the Super Pixel is a Must-Have
At the end of the day, the super pixel is a powerful tool for any team looking to improve ad performance. Whether you’re working in e-commerce or managing local campaigns, the super pixel helps capture more data, reduce wasted ad spend, and ultimately boost return on investment.
If you’re looking for a way to make your ad dollars work harder and more efficiently, we highly recommend incorporating the super pixel into your strategy. It has helped us better understand our audiences, create more effective campaigns, and deliver better results overall.
