Beyond DV360: Unlock Telecom-Driven Optimizations

Programmatic campaigns that use data-driven targeting strategies had an average conversion rate of 4.9%, compared to just 2.8%.

-- Interactive Advertising Bureau

Reading time: 30 Sec

Great marketing needs even better data.

DoubleClick Digital Visibility (DV360) is a powerful and widely used demand-side platform (DSP) in advertising industry. However, it is not without its limitations, particularly when it comes to audience targeting.

Limitations of DV360:

1. Lack of accurate audience targeting: Privacy-focused browsers are becoming popular, and there is a general trend towards greater privacy regulation. One of the biggest challenges with DV360 is that it relies on third-party cookie data, which is becoming increasingly unreliable.?
2. Limited data availability: The data available also limits DV360. You may not reach audiences left unrepresented or underrepresented by the available data.?
3. Limited real-time data: DV360 may also lack real-time data that is available to it. It may not be able to respond quickly to changes in consumer behaviour or market conditions and can lead to suboptimal performance and missed opportunities.
4. Lack of transparency: DV360 is not always transparent about the uses of the available data. This lack of transparency can make it difficult for advertisers to understand the impact campaigns have, and it can also make it difficult to troubleshoot problems that may arise.

Enter telecom data, a wealth of information about customer behaviour, preferences and habits.

Why?using Telco's?Deterministic Signals?can help?

Through telco's deterministic data, advertisers can overcome many of these limitations.

1. Accurate audience targeting: Because telco data comes from mobile phone usage, regulated by telecom authorities, advertisers can be confident that they are reaching their desired audiences.
2. Comprehensive data availability: Telco data is more rounded and extensive than cookie data. For advertisers, it means they can reach a fuller spectrum of audiences: for instance, advertisers who want to reach audiences not well represented in cookie data, such as seniors or tier 2 consumers.
3. Real-time data: Telco data is real-time. Most digital data sources may become trite and stale even before you begin to run the campaign. With telco data, advertisers can respond quickly to consumer behaviour, trends or market conditions.
4. Increased transparency: Using a telco's deterministic signal can also increase transparency for advertisers because telco data provides a clear and transparent picture of how consumers use their mobile phones. You build trust with consumers and improve the overall performance of campaigns.

You can further optimise your campaigns using telco data. The following strategies help.

1. Data Collection and Segmentation: Telco data originates from customer demographics, call and text logs, internet usage patterns, etc. Employ these to identify and segment trends, patterns and behaviour of the target audience. Map, measure and enrich your match data.?
2. Targeting: To increase the efficiency and effectiveness of your campaigns, use real-time telco data to identify which segments are more likely to respond to your messaging, promotions and offers.
3. Personalisation: A study by Epsilon found that - through personalised campaigns - customers are 80% more likely to purchase. Real-time deterministic data offer better personalisation opportunities to your campaigns.

Build your funnel with reliable data sources to achieve better results over time, improve the overall performance of campaigns and ensure that you optimise for maximum impact.