• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Display Advertising

All-you-can-eat data deal coming to a programmatic market near you

As big data continues to grow by leaps and bounds, columnist Melody Gambino discusses the future of programmatic and data deals, and why high-quality data is the key to success.

Melody Gambino on August 30, 2016 at 10:00 am
  • More

future-computer-woman-shutterstockEarlier this year, I wrote about the emerging opportunity for brands to truly adopt personal marketing. I define personal marketing as the ability within a programmatic media-buying context to customize audience engagement at scale.

Because paid media technology has matured to a point where marketers can truly establish meaningful relationships in real time based on a given consumer’s goals, desires and location, there is no longer a valid excuse for brands to “spray and pray” with their media budgets.

As I explained in the earlier piece, one of the key engines driving this personal marketing movement forward with such gusto is the growing sophistication of accruing, assessing and then applying data in real time. We all know how wide and deep consumers’ digital footprints are in this day and age.

Consumers are heavily immersed in social media at an unprecedented level of time and engagement, which offers data collectors as broad a canvas as ever to gather consumer information, which then is used to strengthen the feedback loop with them.

Brace yourself for an even bigger data explosion

This data explosion shows no signs of abating. On the contrary, if you listen to the predictions of people like Tim Whitfield, Group M Australia’s Director of Technical Operations, the industry is on the cusp of an even greater level of data usage.

According to Whitfield, data will become such a vital linchpin resource for agencies and their brand marketer clients that third-party data companies will be compelled to set up “data trading deals” at such a large scale that they will be referred to as “all-you-can-eat” data deals.

This could take the form of exclusive data packages negotiated on behalf of specific clients based on usage commitments. In a LinkedIn blog post, Whitfield predicted that these deals would be popular by 2020.

As a part of this trend, Whitfield envisions Brand Safety, Ad-Fraud and Viewability (BAV — Yay, a new acronym!) technologies being seamlessly integrated with major social media platforms like Facebook, YouTube and Twitter, as well as with programmatic buying platforms like AppNexus, Videology and the Trade Desk and measurement mainstays like Nielsen and comScore.

Clearly, Whitfield is implying that one of the big challenges facing data-driven marketing will be the difficult imperative of streamlining high-quality data.

High-quality data holds big promises

In ad tech, the quality of data is directly correlated to the quality of ads served. Higher-quality data creates better brand exposure to relevant consumers.

But the future holds an even bigger role for online data. As marketers immerse themselves in higher volumes of consumer data, they look to improve their brand viewability or volume of sales and also hope to accurately assess their customers’ characteristics and behavior, which, in turn, allows them to better communicate their messages back to their audiences.

As the future teems with rich troves of data sets, the natural coalescence between adtech and martech systems will occur. Paid media DSPs ( demand-side platforms) will ultimately fit into Salesforce, Adobe and Oracle tech stacks, making it possible to measure marketing spends holistically against business objectives efficiently.

As the industry hones its real-time data collection/messaging infrastructure, marketers will be able to more nimbly seize marketing moments or opportunities that emerge from seemingly nowhere year-round. This dynamic will occur on average days, as well as big-impact tent-pole events.

Now, think back to the importance of high-quality data and remember that we are only as strong as our weakest link. As we keep integrating different sources of data to understand aspects of consumer behavior, one low/bad-quality data set can create inaccurate insights. That, in turn, will not only cost money, but it also will misrepresent the consumer landscape, thereby damaging strategic plans and predictions.

In conclusion, it’s safe to say that big data can make or break a brand. Just like a pair of suitable eyeglasses, good data can help you see the small details you’ve missed and plan your future steps, but bad data can really give you a headache.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Melody Gambino
Melody Gambino is the Director of Marketing at Grapeshot (@GrapeshotRTB), helping the Advanced Keyword Technology provider raise the bar in their US marketing efforts. She has worked for some of the largest and smallest companies in the US, and helped develop and execute cohesive digital marketing programs. Melody currently sits on leadership teams for the NY chapter of Women in Wireless and 212 Interactive Media. She is a Johnson & Wales University alumna and currently resides in Cobble Hill, Brooklyn.

Related Topics

Channel: Display AdvertisingDisplay AdvertisingDisplay Advertising ColumnHow To Guides: Display AdvertisingProgrammatic Advertising & Media Buying

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok