In digital advertising, true growth doesn’t come from chasing the same audiences harder — it comes from reaching entirely new audiences more intelligently.
As privacy regulations tighten and traditional targeting tactics lose effectiveness, the concept of incrementality has become a top priority for marketers. Reaching audiences you already know won’t drive sustainable growth. Finding and converting net-new customers is what moves the business forward.
In 2025, unlocking incrementality is the key to future-proofing campaigns against rising costs, audience fragmentation, and signal loss.
Many audience strategies are built on data that looks backward: past behaviors, prior purchases, outdated demographics. These approaches may maintain performance in the short term, but they rarely deliver real expansion or scale.
Without better targeting methods, marketers face diminishing returns:
In a more cautious economic environment, brands can’t afford to recycle the same audiences and expect different outcomes.
Nativo’s approach to audience building is designed for incrementality from the start.
Rather than relying solely on past behavior, Nativo leverages privacy-compliant, real-time engagement signals to predict which consumers are most likely to connect with a brand’s message next. Then, using proprietary AI models, Nativo expands those signals into new, incremental audience pools that other platforms often miss.
The result is a smarter, future-facing targeting strategy that helps brands grow, even as data access and tracking capabilities tighten.
Recent campaign results show the impact clearly:
Instead of over-relying on lookalike models built from outdated third-party cookies or recycled behavioral data, Nativo’s audiences are dynamic, predictive, and grounded in actual engagement patterns.
What makes Nativo’s audience building unique is the depth and specificity of the engagement signals it captures. These signals include:
By analyzing more than 1,300 years’ worth of aggregated time spent with branded content, Nativo’s models can identify receptive audiences faster — and with greater precision — than traditional targeting frameworks. This real-time intelligence enables brands to continuously refresh and expand their reach, ensuring that campaigns don’t stall out once core audiences have been saturated.
Incrementality isn’t just about reach — it’s about business results.
In the case of the domestic automaker, Nativo’s predictive targeting capabilities delivered measurable lift across brand awareness and consideration metrics. In a separate campaign with a CPG sports drink brand, Nativo’s incremental audiences helped drive $3.1 million in incremental sales and a 6.5x higher ROAS compared to other ad tech partners.
These are the kinds of outcomes that matter most in today’s market: new customers, higher conversion rates, and revenue growth tied directly to smarter targeting.
Reaching new audiences is harder than ever — but it’s also more important than ever. Brands that continue to rely solely on yesterday’s data and audiences will struggle to achieve meaningful growth. Those that embrace predictive, engagement-driven audience building will not only survive today’s uncertainty but also set themselves up for stronger performance in the years ahead.
Nativo’s platform makes incrementality achievable by design, not by chance.
Brands that embrace predictive, engagement-driven audience building will set themselves up for stronger performance in the years ahead
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