As a professional bookkeeper, CPA or tax preparer, you likely rely on Intuit’s products to streamline operations, improve client outcomes and manage workflows. Intuit has long been a trusted partner for small and medium-sized businesses (SMBs), providing essential tools like QuickBooks, TurboTax and Mailchimp.
Now, Intuit is expanding its influence in a new direction through a strategic partnership with PubMatic, a leader in programmatic advertising. This collaboration leverages Intuit’s rich troves of SMB data to power more targeted advertising—while maintaining a steadfast commitment to privacy.
The partnership between Intuit and PubMatic
PubMatic is a programmatic advertising platform that connects advertisers and publishers to deliver precise, impactful ads across digital channels. With its Convert platform, PubMatic facilitates tailored ad campaigns by leveraging data from trusted sources like Intuit’s SMB MediaLabs.
Through this partnership, Intuit makes its anonymized, aggregated SMB data available to advertisers via PubMatic’s platform. This data includes insights derived from millions of small businesses using Intuit’s products, allowing advertisers to better target their campaigns to relevant audiences.
For example, a manufacturer of plumbing supplies can direct ads specifically to plumbing businesses, while a tech firm offering payroll software can target SMBs in need of HR solutions.
Protecting privacy
One of the foremost concerns for professionals like yourself is data privacy. Intuit understands this and has implemented robust measures to ensure the security and confidentiality of its users’ information.
- Anonymization and aggregation: The data shared with PubMatic is anonymized, meaning it cannot be traced back to individual users or businesses. Aggregated data insights, such as industry trends or geographic patterns, form the backbone of these advertising efforts.
- Secure systems: Intuit retains control over the underlying data on its own platforms. PubMatic’s advertisers gain access only to insights and identifiers that facilitate targeting—not the raw data itself.
- User consent: Intuit’s privacy policies ensure that users are informed about how their data may be used. Businesses that use Intuit’s products can opt into or out of certain types of data sharing, granting users control over their information.
These safeguards strike a balance between enabling effective advertising and respecting user privacy. As a trusted advisor, you can assure your clients that their individual data is not being sold or exposed.
The advertising experience: What will users see?
For SMBs, one of the most visible outcomes of this partnership is likely to be an increase in advertising tailored specifically to their needs. This could manifest in a variety of ways:
- Banner ads on websites: SMB owners might see ads for products like accounting software, business loans or industry-specific tools while browsing professional websites. For example, a tax preparer might see ads for AI-powered tax filing platforms or continuing education courses relevant to their practice.
- Connected TV (CTV) ads: Streaming services and CTV platforms could show targeted advertisements for products that align with the viewer’s business profile. A bookkeeping business owner streaming a webinar might see ads for productivity software or financial planning tools.
- Mobile app ads: SMB owners using mobile apps for business management might encounter relevant ads tailored to their industry, such as ads for invoicing tools within an expense tracking app.
- Omnichannel campaigns: By leveraging PubMatic’s platform, advertisers can deliver consistent messages across multiple channels, from social media to email, ensuring a seamless and engaging experience for users.
Potential benefits for SMBs
While increased advertising may initially seem like a drawback, there’s a compelling case that these targeted ads can actually benefit SMBs. Here’s how:
- Increased relevance: Instead of generic ads, SMBs receive information about tools and services that genuinely address their needs. For example, a tax preparer might discover a time-saving e-signature platform they hadn’t previously considered.
- Educational opportunities: Advertising can highlight resources like webinars, industry reports, or new technologies that help SMBs stay competitive.
- Cost efficiency: Relevant ads may introduce SMBs to affordable, high-value solutions that align with their budget constraints.
You can help your clients recognize the potential value of these ads. For instance, if a client mentions seeing an ad for a software product you recommend, it could give them confidence while they're working toward a solution.
Addressing concerns: Does Intuit increase advertising exposure?
A critical question raised by this partnership is whether using Intuit’s products increases the volume of advertising SMBs receive from third parties. The answer lies in understanding how programmatic advertising works.
- Programmatic reach: Intuit’s data allows advertisers to target their campaigns more effectively, but it doesn’t necessarily increase the total volume of ads a user encounters. Instead, the ads become more relevant and valuable.
- Advertising control: SMBs can still use tools like ad blockers or manage their preferences through Intuit’s settings to reduce or refine the types of ads they see.
As a trusted advisor, you can guide your clients in managing their ad exposure while helping them appreciate the benefits of more personalized advertising.
Examples of how PubMatic empowers advertisers with Intuit’s data
To illustrate the possibilities, consider these examples:
- Targeting bookkeepers: A payroll software company uses PubMatic’s Convert platform to identify bookkeepers in specific regions who might benefit from an integrated payroll solution. Ads showcasing time-saving features are displayed on professional forums and CTV channels.
- Engaging tax preparers: A financial services firm targets tax preparers during tax season with ads for a secure client portal solution. The ads appear on websites that host tax-related resources or on mobile apps used for filing.
- Promoting business education: A coaching company identifies SMBs categorized as accounting or bookkeeping firms. Ads for an upcoming business growth webinar appear on LinkedIn and in professional email newsletters.
- Showcasing niche tools: A document scanning app runs a campaign targeting SMBs in the legal and financial sectors. These ads highlight use cases tailored to the audience’s specific workflows, ensuring relevance and engagement.
Benefit or burden?
For SMBs using Intuit’s products, the partnership with PubMatic introduces a new dynamic in how they interact with advertising. While it may initially seem intrusive, the reality is that targeted advertising powered by anonymized data offers tangible benefits:
- SMBs gain exposure to tools, services and resources that align with their unique needs.
- Advertisers can deliver more meaningful messages, reducing the noise of irrelevant ads.
- Privacy protections ensure that individual user data remains secure.
As a professional advisor, you’re uniquely positioned to help your clients navigate this landscape. Encourage them to view these developments as an opportunity to discover valuable solutions while maintaining control over their data and advertising preferences.
By doing so, you can ensure that Intuit’s innovations work in your clients’ favor—empowering them to thrive in an increasingly connected world.