1st party data, 2nd party data, and 3rd party data are common classifications used to target or identify audiences. We're often asked about the differences between these, specifically with 1st party data vs 3rd party data. Here's a quick overview along with a few basic examples of each. 1st Party Data 1st-party data is data…

One of the toughest tasks in the programmatic ad ops world is to capture screenshots of a creative “in-the-wild” for advertisers. Due to the nature of how programmatic advertising is delivered, you would typically need to meet all of the criteria of an advertiser’s targeting parameters before the ad in question can be served to…

In an ironic twist, the latest trend in improving online advertising results is leveraging offline data that has been used since the dawn of the direct marketing industry. As cookie pools continue to expand, and their effectiveness and accuracy questioned, online marketers are beginning to appreciate the value of validated offline data from sources like…

What is Account Based Marketing? Account Based Marketing (ABM) is the practice of marketing to a company’s defined, value-rich prospects as individual organizations, or further more as individual decision makers. Personalization is the cornerstone of ABM in order to better specify the marketing message and how it pertains to a prospect. There are numerous factors…

Native Advertising: It’s all the rage. With Ad Blockers popping up everywhere and the millennial generation unyielding to advertisement distractions while they try to read the latest on the Kardashians or Justin Bieber, publishers are scrambling to figure out new ways of showcasing their advertisers. Native appears to be the answer. Little do millennials know…

Last week’s post delved into the common factors that affect programmatic inventory reach and scale. Part Two of this series will outline an effective strategy for running a successful mobile geofencing campaign when inventory is scarce. Mobile geofencing campaigns, especially those with tight radius requirements are fickle in terms of reach and scale but there…

The first installment of the Geofencing Series will discuss sharing settings, capabilities, and adoption. All of these factors sharpen the application of geofencing with the growth of mobile popularity adding value by utilizing location as a key indicator of decision making behavior. Location Sharing Settings There must be a high confluence of technical, behavioral and…

A successful mobile geofencing strategy starts with understanding inventory availability and how to plan around it. While that may sound cliché, it is important to use the dynamics surrounding mobile inventory reach to develop the strategies that will eventually produce meaningful impressions. Not every mobile device, and more specifically mobile applications with ad serving capabilities,…

Data inconsistency is a frequent big data problem. We've run into a number of situations where we need to normalize company names in a database for consistency. It's usually not impossible to precisely sanitize and validate company names on the input side, unless you have a solid dataset of company names like Facebook or LinkedIn that you can validate against. This leads to vast inconsistencies with company name values in most databases and datasets.

Much stock has been put into Data Management Platforms in the past few years, and with good reason. A shift has occurred across publishers who used to rely on content to drive advertising value. Now, content drives the audience, and the audience drives advertising value. While a seemingly subtle change, it opens massive opportunities. Data…