Q Thoughts

ownerIQ's staff (aka – "The Q") shares our insights and opinions on how marketers can more effectively impact today's shopper along the digital path to purchase. "The Q and A" provides honest and practical answers to the questions and challenges facing digital advertisers in the areas of second-party data, programmatic buying, shopper marketing, co-operative marketing, attribution, and emerging media.

Why Your DSP Isn’t Enough for Programmatic Success

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Programmatic advertising and marketing technology is something that most of us are familiar with – or so we think. Sure, you might know what everyone else knows, picturing some form of the definition: technology that automates the process of buying digital media inventory. You may have also heard that programmatic comes with a slew of benefits, including increased audience scalability, minimal human error (this one’s the big one), more targeted ad buys, and transparent pricing models. You may have even seen these advantages at play in one way or another in some of your campaigns.

But you’re still not entirely sold – because chances are, you’re working with a demand-side platform (DSP), and everything appears to be going smoothly. In other words, you’ve seemingly automated the buying process and have long been riding the continuous road to efficiency and performance optimization. Not much more you can do, right? Well, this all depends on the results you’re looking to generate for your clients, and the level of true automation you’re looking to provide.

Here’s the thing, DSPs have built numerous levers for a user to manipulate various aspects of a digital marketing campaign. True automation? Not so much. The danger with making media buying decisions manually has much to do with regression and little in common with progression. Automation is here because we need it. It’s here because we can’t possibly process the same level of information with it. Humans need not make generalized decisions that apply frequency caps over an entire audience, for instance, simply because the likelihood of error increase – by a lot. These things are dynamic in nature, and should be processed as such by an intelligent programmatic machine capable of doing the job.

Furthermore, DSPs are effectively relying on third-party data sources (i.e. broad segments that a data management platform compiles from many different anonymous data sources) to find the right customers for you. But there’s a flaw here. Essentially opaque third-party data sources can only take you so far; reaching only some large audience sets. Where’s the relevancy in that? More importantly, because there is a good chance others have access to the same exact data pool, your competitive advantage may just end up being someone else’s competitive advantage. The two cancel each other out, and you’re left without a strategy.

Now, imagine having an actual edge over your competitors by using only the data that makes sense to use for your strategic digital marketing and advertising objectives. This strategy goes beyond using your fairly scarce first-party data (aka your very own highly relevant and trustworthy data that’s collected by your company), all while still utilizing its key benefits. Imagine surpassing your tech’s subpar automation with personalized targeting tactics to reach only the right in-market consumers, all just as instantaneously, programmatically.

This is what programmatic tech can do when it’s powered by second-party data. Huh? 2nd party data? We’ll explain…

Second-party data assures 100% transparent access to a trusted and relevant partner’s first-party data. This data set facilitates a cooperative relationship that can be preexisting or entirely new (no clearly defined relationship…yet), creating a new means for advertising revenue and greater brand awareness.

Easily paired with your DSP, ownerIQ’s programmatic second-party data decisioning solution for retailers, brands and advertisers provide added value through complete data transparency. Moreover, the platform’s self-service capabilities enable you to quickly and easily customize your advertising and marketing campaigns, while ownerIQ’s customer service helps to optimize these campaigns, curating the specifics before serving a single impression in a way that utilizes the power of programmatic correctly and optimally.

You see, with second-party data, you’re doing much more than what everyone else is already doing. You’re letting an incredibly sharp and experienced media buying machine make media buying decisions for you, perfecting the process through personalization. And this is what makes all the difference.


Categories:Posts from 2016


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