Data segments and audiences may be used in a variety of ways.
Data activation throughout their own advertising inventory.
Data segments or audiences can be utilised in Managed Services Campaigns as well as Programmatic Campaigns. This usually indicates that the data is used in conjunction with the media. In the instance of Gourmet Ads, we would distribute our data to our own managed publisher network. Consider the data in this case being linked or connected to the medium in order for it to be utilised. This technique is frequently used to prevent data leaking.
Uncoupled Data Activation:
Alternatively, data on managed inventories can be utilised. Data can also be used on the advertiser’s buy-side DSP (Demand Side Platform). Consider it disconnected from the inventory or medium that produced the data, i.e. the data source. For programmatic purchasers who wish to activate campaigns in this manner, the buyer must first obtain permission from the data supplier to access their segments.
The procedure entails activating or mapping the data set (often from a DMP) into the advertisers’ or purchasers’ DSP. The data can sync over in as little as an hour or as long as a day or two. When the data mapping and synchronisation are finished, the advertiser may utilise the data to buy any inventory they want across the whole internet.
In this case, the advertiser may use the uncoupled data with their own First-Party Data to perform fascinating things like negative and positive targeting using “AND” and “OR” statements to reach target populations.
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