The New Rules of Recency
RECENCY IS RELEVANT
If you ran a pizza delivery service, whom would you pay more to advertise to? A person who is in an opaque “Pizza Lovers” segment, or a person you know searched for pizza delivery in your ZIP code two seconds ago? The old saying, “Timing is everything” turns out to be true. The value of an audience target can vary significantly based on when an action or behavior took place. However, when it comes to second-generation demand-side platforms, time is not on your side.
The way second-generation demand-side platforms work around this issue is by creating micro-segments based on time. However, the process of doing this takes time, and we live in a real-time world. Using unstructured data, we retain the timestamp associated with every piece of data we can target, bid, optimize, and report on, allowing us to offer variable recency from instant “I-just-searched-for-those-shoes” recency to up to 30 days. That range of recency is important. Because not everyone needs to target someone who just took an action. Some marketers need to target people while they are researching a purchase. Others want to catch them at the point of purchase. And yet, others might want to time a message after a purchase or as part of a loyalty strategy. Being able to leverage recency in programmatic marketing truly makes it possible to place the right ad in front of the right person at the right time. And isn’t that what advertising is all about?