Making Data the New (Monetized) Media
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If data is the new media, as some say, then lets see how some publishers are learning to monetize it as creatively as they have their editorial. Several publishers present and then compare different ways of leveraging their unique relationships with audience. From lead gen to ad targeting, audience intelligence to connecting the dots from ad impression to sales lifts, publishers share their new adventures in productizing data.
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1) Supply - Pervasive consumer connectivity generates new data that can be used for more precise targeting of audiences. Moving local TV trading to impressions-based transactions allows for more efficient buying processes and precise targeting.
2) Demand - Programmatic activity now permeates digital media buying and allows for automated execution and optimization of campaigns. Combining audience and contextual data in programmatic buying can drive results across marketing funnels.
3) New Value Drivers - Timing when reaching consumers is becoming more important, and data helps identify receptive audiences. New ways of understanding customer behavior and improving ROI with less waste are
DMP
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MediaRadar_WhitePaper_DigitalPolitical_FIN.PDF
The 2016 US presidential election will see record digital advertising spending, with over $1 billion going to political campaigns online. This represents a massive increase from 2008. Much of this spending will be focused on social media platforms. Campaigns are also utilizing programmatic advertising more to target specific audiences in real-time using data. This creates opportunities for all publishers to attract political ad dollars through private marketplaces, especially as 3% of spending is estimated to go to B2B publishers despite most focusing on consumer sites so far. Publishers are encouraged to act quickly to take advantage of advertising opportunities during the heated election period.
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