Addressing the 95% who are out of market before they become active buyers

It's easy to reach people who are already ready to buy.

It's hard to reach the 95% out-of-market before they become active buyers.

The major platforms, ID and targeting providers are collecting more data than ever before. And yet marketers are paying for impressions served to people who already bought yesterday. Historical data describes who someone was. Not what life situation they are in today.

Life situations create relevance: moving house, starting a family, changing jobs. Brands that are present in these situations and moments (Category Entry Points) build mental availability before people become active buyers.

Whoever is present in that moment claims a spot on the mental shortlist.

In the AdChooser, people make choices based on moments and situations that are relevant to them. That choice is a real-time signal of situational receptivity: whoever chooses on the basis of a CEP is in exactly the mental state that makes a category relevant.

And because the contact is voluntary, it is processed more deeply than any forced impression. The brand connects not to a demographic estimate – but to a real human moment.

Conventional targeting pays far too often for impressions served to people who have no interest right now.

With CDA, costs are only incurred when someone signals autonomously: I am receptive right now.

Growth lies beyond the 5%.

Invest in the 95% who will buy tomorrow – with an approach that only generates costs when the moment is right.