Data What?May 12, 2015

“Right user at the right time.”

83% online advertising efforts are accountable to revenue outcomes

Consumer engagement and campaign performance improve CPA by 32% when paired with data.

Why Use Data in Programmatic Advertising

• Data (custom audiences)

• Geo-location• Contextual/

categorical• Retargeting• Site List• Data onboarding• IP

Opportunities for Data Targeting

• Look-alike audiences

• Testing personas

• Helps to find the most-qualified customer

• Layering data is enticing, but what do you need?

• Data Alliance• Experian• Dun & Bradstreet

Data Targeting

Basic• In ad group-level setup• No cost• Set locations• Required field for campaign

setup

Geo-Location Targeting

Geo-location Lists• Added in ad group-level

setup• No cost• Custom zip code targeting

Can be used as stand-alone strategy to create low CPMs and increase impressions

• Called categorical targeting

• Limits bids to impressions on select publisher-defined categories

• No cost

• Search for related concepts (i.e.: food brand choose grocery, cooking)

• Consider sites your targeted audience would visit (women’s health, men’s health, children)

Contextual Targeting

• Targeting previous visitors

• No cost for functionality• Higher cost CPMs

• Good for investmentand recurring purchases

• Add retargeting tag pool to custom audience

• Add to ad group like custom audience

• Can layer with other targeting metrics

Retargeting

• Serving or placing priority on certain websites

• Upload custom site list to library from template

• No cost but bid adjustments increase CPM to high-priority websites

• Make lists large

Site List Targeting

• Upload your data (i.e.: mailing/e-mail lists)

• Inquire through the Support Center for more information on pricing

Other Options

QUESTIONS?

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