The value of data in the context of programmatic media

[shukla7789]

Improving Business Intelligence analyses, understanding the profile of each audience and deciphering the path to generating conversions are some of the countless benefits of using data in media purchasing
Programmatic media is increasingly being talked about, especially in the changing advertising landscape. The process is based on the automation of media purchasing, i.e., a computer determines which ad should be displayed to a specific group of people – a cluster. If used accurately, it is possible to understand the profile of consumers and establish an assertive database, in order to enable individualized communication for potential customers, on a large scale and without additional costs. In addition to high segmentation, there is the benefit of increased market intelligence: since communication becomes more effective with the use of programmatic media, by creating the same campaigns for different audiences, for example, it is possible to analyze which of these variables generate better results.

In parallel with this trend, advertisers are becoming more mature, tending to explore new opportunities and seeking to optimize their media investments. The emergence of a new type of interaction between machines and humans, based on the combination of a machine's computing power with human experience, enables greater nepal number dataset about the behavior of targets exposed to a certain advertising message. Thus, the programmatic specialist, aiming to deliver better results, will be able to examine the objectives of the advertiser and their respective audience with the help of all the collected and customizable data such as family situation, age, interests, etc. In this context, therefore, it is essential to understand, map, process and activate the media, basic processes related to Big Data. Therefore, the more data is used to map the audience and the results and the better structured the KPIs are, the greater the chance of conversions being established.

Furthermore, when it comes to contact with consumers, creating campaigns and developing precise communication strategies in the mobile environment are essential actions that should be on the radar of agencies and advertisers. One strategy that enhances digital marketing is segmentation by demographic area combined with the purchase of programmatic media, since it is possible to make personalized offers to users at the moment they are having a certain experience. No less important, to achieve the desired and difficult goal of retaining the attention of internet users, it is also necessary to invest in other channels inherent to the digital universe (such as social networks) and in direct marketing tools (email marketing, direct mail and SMS, for example).

In order to make this type of investment more efficient, it is ideal for the entire media buying ecosystem to come together. Companies from various segments have been progressively adopting DMPs (Data Management Platforms), platforms that collect, organize and analyze data in order to segment the audience, expanding the reach and engagement of these clusters. This audience segment consists of 3rd party data enriched with a 1st party database, that is, through the cross-referencing of registration and behavioral data. In view of this, it is of fundamental importance that this data is qualified, complete and continually updated.

Database companies such as TargetData operate in the market providing information to these DMPs, as well as to retailers, wholesalers, industries, banks and financial institutions. For over 15 years in this segment, TargetData has established a partnership and provides audience data to KBM Group's Zipline (owned by WPP), a platform that performs brand analysis and insights for marketing professionals based on the collection of this information. The same data provision process is carried out for DSPs (Demand-Side Platform) DoubleClick Bid Manager, from Google, and MediaMath, as well as for Oath (AOL and Yahoo!), a large corporation in the telecom world. The contracting is done directly by the agency/trading desk and the DSPs, and the first step is to choose the segmentations that will be applied to the audiences. TargetData's cluster inventory is extensive, enabling precise target definition and greater campaign effectiveness through the selection of data such as social class, professions by level of activity, clusters of online buyers, potential investors, among many others.