13
Feb
2020

Transparency Down to the Data Element-Level

02/13/2020

Advertisers need and deserve transparency when it comes to their programmatic spend. At Simpli.fi, we understand that when it comes to programmatic, the data makes all the difference. Where your data is sourced from, how it is packaged, and how it is sold to you can mean the difference between campaign success or failure.

At the end of the day, your client is running a business, not just a digital advertising campaign. In order to help them make better decisions, you need better visibility into the data behind every campaign. Every programmatic marketer deserves to know exactly who they are targeting, precisely what it costs (data costs, media costs, and your costs), that the results you see are real and brand appropriate, and insights into why your campaign worked or didn’t work. Seems pretty reasonable right? So why is it so hard for other programmatic platforms to deliver true transparency? It all goes back to the data.

 

A Simpler Approach

One of the foundations that Simpli.fi was built on is the idea of “breaking the black box.” That is, giving advertisers visibility into the pre-impression data, as well as element-level control throughout the lifecycle of the campaign. Rather than using nontransparent audience segments, Simpli.fi uses individual data elements like location, contextual content, keywords searched, browsing behavior, and more to create a custom audience for your campaign, optimizing along the way with the same element-level control.

How do we do it? By utilizing our platform that was custom-built for the use of unstructured data. What does this mean for advertisers? Actual transparency that’s granular to the individual data element-level—giving you unprecedented insights into every campaign impression at every spend level. With direct access to unstructured data, marketers are able to target, bid, optimize, and report at the individual data element-level, offering unlimited opportunities for individually relevant advertising.

 

Where’s Your Ad Spend Going?

One of the biggest benefits of the level of transparency provided by Simpli.fi is the ability to answer the crucial question of where advertiser ad spend is actually going. This is perhaps the most important thing advertisers need to be asking when it comes to their programmatic spending. Unfortunately, far too many advertisers are spending millions on ineffective or wasted impressions. And if they do ask, they run right into the black box.

Remember what we said above regarding “breaking the black box”? This refers to the audience segments that most other programmatic platforms use for audience targeting. Segments are exactly what they sound like—target audiences put into segments that can only be viewed and analyzed on the segment-level. What this means for advertisers is that they have no visibility into what’s actually in the segment; this means that if the segment performs well in a campaign (or not), there’s no way to tell why or why not. What’s needed is visibility into campaigns on the individual data element-level.

This is where Simpli.fi comes in. By using unstructured data rather than audience segments, advertisers can run campaigns and get fully transparent reporting at the data element-level rather than the segment-level.

 

What Simpli.fi Transparency Means for You

Ultimately, Simpli.fi lets advertisers view and report on each impression. This is simply not possible with audience segments. The ramifications of operating at the impression-level are enormous. Advertisers don’t just know what impressions are being bought—they can see the data behind why it was bought. This allows advertisers to target users at a significantly more granular and accurate level than audience segments.

And because we utilize unstructured data rather than segments, advertisers can see which data elements are performing well and which aren’t. For example, with Simpli.fi’s platform advertisers can see all the way down to how a single keyword is performing. If the keywords are not performing well, the advertiser can shift spend to other keywords mid-campaign. Less wasted spend, less wasted impressions. This is real-time optimization made possible by working with individual data elements rather than segments.

What’s more, since this is all happening in real-time, the audiences Simpli.fi creates are dynamic. Meaning, the audience can evolve over the course of a campaign as we see what’s working and what’s not. And the entire process is transparent since advertisers can see exactly what is being bid on and what users are being targeted—and why. This is what we mean when we say actual transparency.

 

No Hidden Data Costs, No Hidden Fees

Additionally, advertisers want to know precisely where their programmatic dollars are being allocated. While this seems like a reasonable ask (and it is!), in programmatic advertising it’s much easier said than done. Most platforms are operating at an arbitraged, fixed price. No broken-out costs, little to no visibility into fees. This is the exact opposite of transparent.

At Simpli.fi, we think advertisers deserve to know where every dollar they spend is going. This is why we created a platform where every bid on each impression is visible and every dollar is accounted for. There is total transparency into: media costs, data costs, fees, etc. Advertisers don’t have to guess where their dollars are allocated.

If this sounds like a game-changer, it is. With Simpli.fi, transparency is not a marketing slogan – it’s how we do business.

 
If you’re ready to try out Simpli.fi transparency for yourself, contact us at hi@simpli.fi.