The platform was built to give advertisers the ability to take advantage of a wide spectrum of data elements through multiple channels & across multiple device types. The unstructured data network allows us to extract more value from audience & campaign data.
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Breaking the Black Box
Traditional audience segments are like black boxes. People can be put into non transparent audience segments based on an outlier like buying a baby gift and are forever in the “New Moms” segment. Segmentation “stereotypes” people based on predicted intent. Second-generation programmatic marketing platforms can do a lot of awesome things with algorithms to optimize your campaign, but none of them can answer this one, very important question. What was the data that justified putting that user into the segment in the first place?
It’s like making a meal vs. ordering from the menu
With our programmatic platform, our clients don’t select from a pre-packaged menu of audience segments. Like a master chef, we use individual data elements like location, contextual content, keywords searched, browsing behavior, and more to create an audience and then optimize your campaign with the same element-level control.
And because we create audiences in real-time, our audiences are dynamic. As you learn more about what works and what doesn’t, your audience can evolve with your campaign, allowing you to optimize your campaign to maximize effectiveness and efficiency while gaining deep audience insights.
And because we use unstructured data, we retain the timestamp associated with every piece of data. That means we’ve invented The New Rules of Recency.
How does it work?
The promise of programmatic is simple: serve the right ad to the right person at the right time. This promise cannot be fully executed using structured data in audience segments. To unlock the transformative power of programmatic, here’s how:
Transparency
Using unstructured data means having full visibility at the data element level. It’s the polar opposite of the black box. You know exactly who you’re targeting, why you’re targeting them, and how the campaign is performing every step of the way. You can also see when an action or behavior took place and whether the money you’re spending is furthering your campaign to assure you are not wasting impressions.
Optimization
Unstructured data lets you optimize in real-time throughout the course of a campaign. This is why a platform that uses unstructured data can be constantly making adjustments so that it’s only bidding on the most valuable impressions.
Recency
No more predicting intent based on months-old actions. Unstructured data lets you target a user based on an action they initiated seconds ago. Our platform retains the date & time stamp associated with every piece of data we gather, and can target with variable recency from instantly up to 30 days after the event.
Drive a Higher ROI
We can drive higher ROI for your business by delivering better performance across your campaign using unstructured data. Not only can you see where every dollar is being spent and shift your budget based on what’s working, you also have the ability to make real-time optimizations; this translates to significantly less wasted impressions and ensures that you get the maximum impact for your ad spend.
Our DMP Partner
Our proprietary DMP partner (Data Management Platform) is the only DMP built for managing both unstructured data and GPS data in the same audience profile. These capabilities are essential for executing multi-channel campaigns, providing online-to-offline attribution and allowing deep insights into both online and offline behavior of targeted users.
Here are some advantages:
- Provides the opportunity to target up to 750 million users at any time.
- Access to 30 terabytes of time stamped data per day, including 1.4 billion keyword activities and 3 billion GPS-location activities.
- Built to work with DSP (Demand-Side Platform), whose bidders, interface, and analytics can handle the scale of unstructured data.
- Integrated with our own audience management system for building audiences at the unstructured data element level.
- Integrated with major 3rd party DMPs and able to integrate with your existing DMP if not already integrated.
How that data can be used:
• Targeting and optimizing ad delivery.
• Maximizing the value of O&O (Owned and Operated) inventory.
• Estimating campaign performance.
• Audience profiling of site and location visitors.
• Personalizing dynamic ads.
Types of data we have access to:
• First-Party data
• Third-Party data via integrations
• Keywords Searched
• Contextual Keywords
• Contextual Categories
• Domains
• Link and Tag Data
• Apps Used
• GPS Locations
• CRM data via LiveRamp or other onboarder