Data in the programmatic ecosystem is SUCH a powerful force. One of the things about programmatic media buying that people find so surprising are the data sources.
The types and breadth of data available to programmatic advertisers are truly staggering. Visa and MasterCard are selling data about everyone's purchase history, for instance, allowing advertisers to target similar audiences. That's how you're able to target shoppers of Oreo cookies, for example, and find people with similar characteristics.
The major credit-reporting agencies, such as TransUnion and Equifax, sell their data to advertisers as well. This is how we're able to target people based on FICO scores and financial health. Travel companies also sell their data to advertisers, which enables advertisers to target people who are buying trips to different places, like Curaçao or Paris or London.
In short, the data options for programmatic media buying are truly amazing. This is one of the main reasons, if not the main reason, that programmatic advertising is so powerful.
Follow for more videos on paid media buying best practices.
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.