FRIDAYS WITH FROST: DYNAMIC AUDIENCE MODELING
Each week, we sit down with Simpli.fi CEO, Frost Prioleau, to get his perspective on the week in ad tech. This week, Frost attended RampUp2014 hosted by LiveRamp.
Q: Welcome back from Mountain View! Are you amped up from your trip to RampUp?
A: RampUp is an excellent conference hosted by one of our data onboarding partners, LiveRamp. It’s always a great combination of interesting people talking about interesting issues facing the industry. I always come away from the event with new ideas, new contacts and, sometimes, a few new clients!
Q: So what was the hot topic at the conference?
A: There was lots of talk this year about modeling audience segments. Modeling is statistical work that is done prior to a campaign launch to develop an audience segment to target. It is a very important step for platforms that use data in opaque segments, because once a campaign starts the advertiser can’t see which ingredients in the segment are delivering and/or performing–they can only see how the segment performs as a whole.
Q: But at Simpli.fi, we don’t use audience segments. So how do we do audience modeling?
A: One of the benefits of unstructured data is that this type of audience modeling is essentially done on the fly, based on actual results of the current campaign as opposed to results from some prior effort. While it is always to have a good starting point, by bypassing complex pre-campaign audience modeling, advertisers can save time and money–and end up with a better result.
Q: Saving time and money while reaching a more accurate audiences? That sounds like a no-brainer.
A: It’s actually one of the smartest things you can do! Eliminating the process of pre-campaign modeling is just another way that unstructured data makes digital advertising simpler.