Built for Advertising Success: How Custom Audiences Boost Relevance
The ability to execute highly-targeted campaigns that deliver measurable business outcomes depends on the ability to target the right audience at scale. Generally speaking, there are two options for building an audience when using programmatic advertising:
- Buying pre-packaged, fixed segments from a third-party data source
- Leveraging Simpli.fi’s unstructured data network to create fluid and dynamic custom audiences that can be optimized throughout the campaign
The concept of unstructured data is new to most marketers, but it’s the key to advertising success. Let’s better understand why that is.
THE TROUBLE WITH PRE-PACKAGED AUDIENCE SEGMENTS
Buying pre-packaged audience segments from third-party data providers is a familiar strategy for marketers, as they’re readily accessible and help instantly reach many unique audiences.
But are they accurate? Are they the most effective use of your advertising dollars? Too often, pre-packaged audience segments are not the most cost-effective strategy for reaching your most relevant potential customers.
Many are often built using cookies that track users who visit endemic sites. But there’s no guarantee that a consumer who visits the new models pages of an auto manufacturer’s site is currently in-market for a car. And that, in turn, means there’s no guarantee, for example, that the automotive advertiser is getting in front of the right user at the right time and place.
There’s no real visibility into how, why, or when audience members are included in those pre-packaged segments. In fact, these audiences are often built on a limited number of data elements, and marketers can’t extrapolate them with transparency.
Privacy regulations and cookie deprecation are just two examples of industry changes likely to negatively impact this approach. Furthermore, pre-packaged audience segments are oversold, so if a company wants to advertise around a new product, they will likely compete with every manufacturer that purchased that same segment.
The bottom line with pre-packaged audience segments is they can’t always promise advertising success, and lack the transparency needed to refine strategies that help promote better results.
WHAT IS UNSTRUCTURED DATA?
Simpli.fi takes a different approach to audience development. We enable advertisers to leverage any available data point to target, bid, optimize, and report at the data-element level (a.k.a. unstructured data). It’s the most advanced way to build custom audiences available today programmatically, and the best path towards advertising success.
Essentially, unstructured data allows marketers to build an audience on a data element. Data elements can be any data point, including location, device type, apps used, browsing behavior, search history, and more. Simpli.fi offers more than 1,000 behavioral, demographic, psychographic, and location-based data elements that can be leveraged to build an audience and optimize campaigns in real time.
But it’s not limited to Simpli.fi data. Marketers have access to data points on their most valuable audiences — data that can be put to work to generate stronger campaign performance.
Clearly, there is a massive opportunity to target unstructured data, although few, if any DSPs, outside of Simpli.fi are able to ingest, scale, deploy, and protect its unstructured data as Simpli.fi can.
GRANULAR PERFORMANCE TRACKING
Simpli.fi’s support for unstructured data goes beyond targeting. It also enables advertisers to track performance based on data elements in real time. If a particular element delivers stellar results, bidding can be adjusted to ensure focus is placed on those users.
Our unstructured data allows advertisers to get full transparency and reporting on any one of those 1,000+ data elements, enabling them to see which deliver results and which don’t. That, in turn, often leads to better performance faster at a lower overall cost.
Now consider that most segment-based DSPs focus only on 10 to 20 data elements. This amount of data elements does not provide the proper level of transparency needed to understand which elements drive performance during the customer journey.
SIMPLI.FI’S DEMAND-SIDE PLATFORM
To help advertisers benefit from our unstructured data, we’ve built a unique DSP that lets marketers target relevant audiences with meaningful and measurable results. It is an all-in-one platform that streamlines every step in the workflow, from initial planning to final reporting, and offers media buying and software management solutions to help integrate the planning, buying, and reconciliation processes.
Simpli.fi is the only programmatic platform with its own proprietary key-value store designed specifically for rapid lookup, retrieval, and updating of unstructured data. This store is a type of database that saves data as key-value pairs, where each key is associated with a specific value.
It is designed to handle the large amounts of unstructured data used in programmatic advertising. By using a key-value store, Simpli.fi can quickly access and update data elements, allowing for more efficient and effective targeting, bidding, optimizing, and reporting in programmatic advertising.
BUILT FOR ADVERTISING SUCCESS
Connected to our DSP, we can ingest, clean, target, bid, optimize, and report on more than 1,000 individual data factors in real time. And our platform does this for more than 140,000 campaigns in any month.
We’re built for advertising success by bringing custom audience building and targeting to advertisers in a way that helps maximize relevance and get their ads in front of the right audience in the right place and at the right time.
Ready to Succeed with Your Advertising Campaigns?
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for the next steps.
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