Tagged 'dmp'

Hitting the sweet spot: going big vs. being effective

Posted by Alex White on August 8th, 2011 at 5:35 am

What makes a great communicator? Is it mastery of all the pertinent facts? The skill of a turn of phrase or use of engaging metaphors? By all means these are skills necessary to be good. But greatness comes when each listener feels that the speaker is communicating “directly to me,” even surrounded by even thousands of people.
That’s kind of the way it is with online advertising. Marketers want to go big, reach the biggest audience possible. But it has to be the right audience receiving the message otherwise those ad dollars will go to waste. Understanding and mastering that tension – macro/micro, buckshot/laser, Yao Ming/Spud Webb – is key to targeting success in RTB.
In my current role I often hear companies ask, “How many categories is the right amount in a taxonomy?” This is an interesting question and there are a ton of opinions out there. The IAB has put forth a recommendation as to the structure and makeup of a taxonomy that aims for standardization. It is recommended that companies in the contextual or semantic space follow at least the first two levels in a hierarchical structure, and further granularity is at the partners’ discretion. Google (of course) has... Read more

Don’t leave data on the table

Posted by Alex White on June 28th, 2011 at 12:30 am

For many of today’s online media buyers, the go-to data is user data.  While effective, user data is just one tactic to engage with your customer. There’s only so much information cookie data can provide and spending your advertising budget on that data alone is a mistake.
Using only audience data would be like selecting members of an Olympic basketball team solely based on specific bits of data like age, height, and weight. Even if you’re a junior league coach, you probably know that a lot more goes into the decision of putting together your team; player compatibility, agility, hand-eye coordination, and an interest in the sport itself. Age, height, and weight data need a frame of reference (context), and the same goes for cookie data. All audience data needs context, and that’s where page level, semantic targeting comes in.
The advantages of semantic data are monumental and game changing. Relying solely on cookie data is a dead-end for advertisers. The key differentiator among buyers and publishers will be how companies interpret audience data and semantic data together. Semantics and other page level data can provide valuable information on a page’s content, quality, and safety, allowing buyers to assess the relevancy of... Read more