The last twelve months we’ve all heard a lot about data. From first party data, to big data and data management platforms ¬– we all know it’s been one 2015’s most talked about topics within the digital advertising world.
There can be little doubt the successful collection and deployment of data sets hold the key to improved online advertising. Currently we can use technology, surveys and the tracking users online behaviours to get our hands on it, but then what happens? Well, quite a lot actually. In terms of programmatic, collecting the data is just the tip of the iceberg and although we hear the term ‘big data’ a lot right now, it’s not so much the size of the data that counts, but what we do with it that matters.
Keeping it real time
First of all, it’s important to understand the role of real time in programmatic. Marketers are now provided with data that offers insights into users behaviour in real time. Like never before, marketers have insights into their customers’ current needs, with the ability to also predict their future wants. What this means for digital marketers is they can access audience insights, target cross device, personalise content and improve campaign performance in real time – advertising has never been able to do this before.
Connecting the data dots
Programmatic data also removes a lot of the guesswork that is associated with traditional media buying. It covers key consumer information like age, gender, location, browser types and devices as well as much more, taking the guess work out of the equation. Digital Marketers can use engage these data sets for more sophisticated targeting opportunities than ever before. These attributes are unique to programmatic buying and can make advertising dollars go much further. It is this connection between user-driven data and ROI that is the real point of interest for many marketers.
Right person, right place, right time, right device
You have probably heard smart digital people allude to the goal of programmatic being to identify the right person, in the right place at the right time, well data is the bridge that allows us to do this. With consumers now operating across multiple devices across the day, programmatic platforms can access cross-device identity management tools to build highly detailed profiles. These robust profiles then provide the basis for the advertisers content and behavioural implementations against their target audience.
Finally, data also plays a pivotal part in setting the frequency of messages and controlling how this is segmented across channels. With programmatic, marketers can go into a campaign with a full set of proven data behind their strategy, rather than testing it as it goes. It is this ability for data to take the guesswork out of campaign implementation that will see it continue to rule ad-tech world for some time to come.
Buckle up, there’s a long way to go on the data train.