Breaking the Black Box

Audience Segments Are Like Black BoxesTheBox

People can be put into nontransparent audience segments based on an outlier like buying a baby gift and are forever in the “New Moms” segment. Segmentation “sterotypes” people based on predicted intent. Second-generation programmatic marketing platforms can do a lot of awesome things with algorithms to optimize your campaign, but none of them can answer this one, very important question. What was the data that justified putting that user into the segment in the first place?  Unless you have visibility into the pre-impression data, you only know half the story.  You might be making decisions based on assumptions when you could be making them on fact.

Why Don’t They Know?

Second-generation demand-side platforms can’t answer that question because they didn’t see the data before it got put into the segment. By the time they get a segment, all that data has been obscured. Data brokers take unstructured data and put them into segments that make them easier for legacy platforms to manage. This decreases the value of the data while increasing the price.

Making a Meal vs. Ordering From the Menu

With the Programmatic Platform, our clients don’t select from a pre-packaged menu of audience segments. Like a master chef, we use individual data elements like location, contextual content, keywords searched, browsing behavior, and more to create an audience and then optimize your campaign with the same element-level control. And because we create audiences in real-time, our audiences are dynamic. As you learn more about what works and what doesn’t, your audience can evolve with your campaign, allowing you to optimize your campaign to maximize effectiveness and efficiency while gaining deep audience insights. And because we use unstructured data, we retain the timestamp associated with every piece of data. That means we’ve invented The New Rules of Recency