Too many campaigns keep paying to reach the same people who already converted. Identity-based suppression fixes this — cutting wasted impressions by 20–30% and unlocking budget for real growth across QSR, CPG, and legal brands.
If your ads still target recent purchasers or recent intake inquiries, you're bleeding money. Identity-based suppression prevents wasting impressions on audiences who have already converted, reallocating that budget to high-potential prospects.
Recent findings show up to 37% of programmatic impressions go to already-converted users when suppression isn’t properly implemented (AdExchanger, 2024). For QSR, CPG, and legal marketers, this is budget loss that directly impacts ROI.
Below, real-world examples illustrate how brands are solving this problem.
For a national quick-service restaurant, AiOpti’s Super AIdentity Graph℠ reduced wasted impressions by 27% by suppressing loyalty app purchasers in real time.
That freed up budget to reach new households, increasing incremental foot traffic by 19% over a single weekend campaign. Instead of bombarding recent buyers, spend shifted toward untapped audiences, fueling growth without raising costs.
Fast-moving consumer goods brands often rely on retail partners for shopper data — but lack visibility into who purchased when.
By integrating transactional IDs from retail partners, one CPG brand suppressed known buyers and retargeted lapsed customers instead.
The outcome:
(Consumer Goods Technology, 2024)
Legal firms frequently face high acquisition costs due to redundant ad exposure on already-converted leads.
One firm adopted identity-based suppression across search, display, and social. By excluding recent form submissions in real time, they:
(Law.com Marketing Benchmark Report, 2024)
Without identity-level suppression, most campaigns default to device IDs, cookies, or panels, all of which create duplication, lag, and inaccuracies.
As a result, ad budgets recirculate on existing customers instead of acquiring new ones (Marketing Dive, 2025).
To be effective, suppression must operate at the identity graph level, not devices or sessions. Modern identity suppression includes:
| Step | Action |
|---|---|
| 1 | Audit current suppression logic. If it’s cookie or device-based, it’s insufficient. |
| 2 | Integrate deterministic identity data: loyalty IDs, CRM records, hashed email. |
| 3 | Set suppression windows: e.g., exclude recent converters for 7–14 days. |
| 4 | Test across channels and measure CPA, ROI, and impression waste reduction. |
| 5 | Scale logic into CRM, programmatic, social, and CTV buys. |
Stop paying to show ads to people who already converted.
Identity-based suppression:
Coming soon: The First-Party Data Playbook, a full guide to suppression thresholds, identity integrations, and testing frameworks.