Advance Programmatic Advertising: Put First-Party Data First

According to eMarketer’s latest estimates, programmatic is on the rise with digital display advertising spending in the United States expected to come in at 32.56 billion, 78% of total digital display ad dollars in 2017 and then swell to 84% of the pie by 2019. More advertisers are becoming familiar with programmatic advertising and seeing its benefits, so how do you stay knowledgeable and stay ahead of the competition? Put your first-party data first.

FIRST-PARTY DATA: WHAT IS IT?

• This is data you already own. It’s free, it’s accurate and it’s safe. It’s all the valuable information you’ve collected about your audience – your customers and prospects – such as contact info, behaviors, past actions and purchase history, from the following sources website
• your customer relationship management (CRM)
• your subscriptions
• your mobile web and apps
• your social media data

FIRST-PARTY DATA: HOW CAN IT BENEFIT YOU?

• First-party data is effective because it can automatically tell you who your “perfect fit” customers and prospects are. Since you already know who is interacting with your brand, what type of person is interested in or using your product or service, it takes the guesswork out of targeting. Instead of simply hoping you pick the right third-party segments, you can build look-alike models from your first-party data to accurately scale and extend your audience.
• You can segment your first-party data based on your unique business needs instead of relying on “off the shelf” third-party segments, which could end up being too broad and generic.

FIRST-PARTY DATA: HOW CAN IT HELP YOU SUCCEED?

• When you use your first-party data to the fullest and then connect it to second-party data (just first-party data from another source) or any third-party data (aggregated data from an outside source), then you can see your audience holistically, from all angles.
• Data – owning, connecting and understanding it – is how you better connect with your target audience and win today.It can help you run programmatic advertising campaigns more efficiently and effectively and with greater success.
• It can help you get to know your target audience better so you can more precisely target, personalize messaging and foster deeper relationships with current and potential customers.

As consumers embrace new digital devices, the rules of brand engagement are evolving. To reach audiences wherever they are, brands increasingly rely on programmatic buying to deliver highly relevant, effective, and ads—at scale. This five-part guide will show you how to use data and technology to engage with consumers in the moments that matter most.

Implications for broadcasters and media companies

To most effectively monetize the video and TV audience that’s becoming increasingly digital, broadcasters need to serve programmatic video ads in all of their digital content—including connected TV inventory. 

In this era of all-the-time video and TV viewership, programmatic allows broadcasters, media companies, advertisers agencies to capitalize on fragmenting viewership patterns. With premium digital content now available programmatically, it’s easier than ever to connect brands the right audiences, across devices. 

Bad ads and viewability are still of concern, but new fraud prevention techniques provide more peace of mind. Advertisers and agencies using programmatic can be confident in the quality of video inventory, and broadcasters and media companies can earn more revenue with smarter, better advertising.