Data Equals Dollars
Target advertising plays an increasingly important role in media buying. For many years advertisers have used demographic and behavioral data to buy specific audience segments – segments that are more likely to be interested in their products and respond positively to their advertisements.
The growing role of target audience marketing in the display ad ecosystem has been driven by intermediaries (including data collection companies, ad networks, and DSPs) that give advertisers access to new sources of data and enable them to make more sophisticated buying decisions based on that data. To date, publishers have not played an active role in driving this trend, or indeed in using it to grow their ad revenue.
Publishers should take steps now to develop targeted audience segments.
- Developing your audience data to identify audience segments
- Demonstrating to advertisers that these audience segments are valuable to them
- Using third-party data to grow the value of your-first party data