Publishers’ data challenges and opportunities

Quotes

• “So, I’ll try to define Eyeota as a data aggregator and supplier. They are taking data from disparate sources and enable them to build these profiles that people can target with the type of audience they want.” -Howard“I think the challenge, quite frankly is that we’ve hit this inflection point where consumers are asking for control of their data. From an industry perspective, this is a good thing because when consumers have more control, it helps us in the long-term to improve the quality of our assets. The challenge, however, is, a lot of it requires significant technical infrastructure changes.” -Howard“So, essentially instead of taking third-party data and saying, ‘okay, I’m testing two groups and just running ads against them, what you’re doing [to Howard] is taking your first-party data, seeing of the people that you know convert, which one of them, map to a certain one of your third-party data groups validate the value of each category and going back to say, ‘now I know which category is going to be valuable’ and then you start buying or applying your third-party data.” -Ben “It’s a validation strategy, enriching the first-party data by adding the category that the consumer is in and when you see a propensity to buy within that category, you can go buy more third-party data. But at the end of the day, the goal here is to use third-party data to generate net new leads.” -Ben “The challenge is that not all businesses have the technical and analytics chops to do the strategy and unfortunately this requires some resource investment.” -Howard“The strategy can be done in real-ish time. There has to be a handshake between our platform and the marketer’s platform.” -Howard“There is so much technology built in programmatic advertising and so many data sources, that to me, that is the, big risk.There’s so many providers and so many optimization techniques. So if you’re not working with somebody who really knows what they’re doing, there’s a lot of uncertainty and implementation risk that you are validating against a wrong data set or the wrong metrics.” -Ben “You have to build trust with who you are working within this space. Because, if it is all done in a vacuum, it becomes confusing, the marketers will think it’s a black box so you have to create a dialogue between the parties to get to what it is that you want to drive as an end result.” -Howard