A Guide to Prospecting with Programmatic Advertising

ADVERTISE
PROGRAMMATIC
BUYING
Ingredients for Prospecting
with Programmatic
To prospect with RTB you’ll need data—a
lot of it. There are countless data sources
that advertisers can use for targeting
consumers, but not all data sources are
created equal. Few data sources are large
enough on their own to provide meaningful
targeting insights, so they are often
combined in order to reach scale.
A lack of freshness or data integrity can
lead to data gaps, data inconsistencies
and flawed targeting models. And finally,
you’ll need an integrated technology that
processes, analyzes and takes action on the
data in real time—or machine learning—to
feed the real-time bidding process.
You also want freshness, since data can
be out of date even before it reaches an
advertiser. Fresh data gives you an accurate
picture of where your customers are in the
purchase cycle. If your average customer
takes four days to make a purchase on
your website and your cookies are a week
old, you miss the entire purchase cycle
for that customer and, as a result, the real
opportunity to influence their path
to purchase.
© 2016 Quantcast
9