Data Enablement Guide
Supercharge your video and CTV campaigns with smart data
According to the IAB, American companies spent nearly $19.2 billion on audience data and on solutions to manage, process, and analyze data in 2018. This increase has occurred in part by the rise in digital advertising and is in spite of increased scrutiny on the use of consumer data.
It is undeniable that quality, actionable data is essential to advertisers. Quality data improves advertiser planning capabilities and makes targeting more efficient. In short, good data can improve campaign lift.
Premium video, including desktop, mobile, and CTV provides advertisers with the strongest way to connect with consumers.
When we combine data with video, we have the ability to supercharge campaigns.
How we connect
Connecting data from different sources, stored in different environments, and bringing
them together to be effectively deployed across a diverse set of content on every screen
type can be a complicated task.
Which is why we created SpotX Audience Management Engine
Audience Management Engine enables advertisers and publishers to make effective use of
first- and third-party data to improve the value of private and curated marketplace deals,
within a secure environment.
Advertisers can utilize their own audience segments to receive greater visibility into
inventory availability, and then have the option to action against their own segments with
publishers who are a good fit for the campaign.
In turn, publishers can add their data to deals to align inventory with advertiser KPIs,
which improves campaign delivery from the supply side.
SpotX Audience Management Engine is currently in a controlled release stage and available to advertisers meeting specific requirements. Please ask your SpotX account manager for details.
Data as insight. Data as an asset.
There are two primary reasons for utilizing data. Data as insight and data as an asset. This guide will advise advertisers on how to get the most out of data from both a planning and an activation perspective.
Data as insight
Utilizing data to learn more about the potential outcome of a campaign is a smart use of resources and can lead to a competitive advantage. Gaining visibility and insight into audience preferences before investing in a campaign is good practice and can lead to significant downstream efficiencies.
Key benefits:
- Improve planning capability
- Strengthen strategic rationale
- Inform investment decisions
The advantages of SpotX forecasting
Strengthen strategic planning and improve campaign efficiency with SpotX forecasting.
Our advanced forecasting tools intelligently predict the type and volume of impressions available based on the data segments you want to target.
We can import and utilize your first-party data segments stored in SpotX Audience Management Engine to look across all of our publisher inventory to identify which publishers are a good fit based on your audience profile — and then forecast available impressions based on specific categories like device type, geo, or viewability.
Is this possible through my Demand Side Platform (DSP) integration?
Yes it is, but not at the same level of visibility that can be achieved by syncing with SpotX.
SpotX matches advertiser data directly to publisher inventory across our portfolio of premium publishers. As a Supply Side Platform (SSP) we’re closer to the supply source and therefore more likely to have increased visibility and match rates — making the data you sync more valuable.
The campaign will be activated through your DSP as a private marketplace deal, using the audiences selected and the publishers identified from the analysis performed by SpotX Audience Management Engine.
Example: Improve targeting efficiency through data-driven decisioning
A national consumer electronics brand wants to target several of its first-party segments on CTV and mobile devices.
The first-party segments can be synced to SpotX Audience Management Engine through the advertiser’s DMP and then overlapped with third-party data segments if the advertiser wants to add audience profile characteristics — like related purchases and in-market shopping behaviors.
SpotX can then forecast against those segments to determine which publishers are a good match, and how many impressions will be available on CTV and mobile devices for the advertiser to activate against through its preferred DSP.
Interested in learning more? Ask your SpotX representative for details on how to access data in order to benefit from the advantages of inventory forecasting.
Data as an asset
Utilizing audience segments to support precision targeting leads to a more efficient use of budget — particularly in situations when the campaign goal goes beyond broadscale awareness.
Key benefits:
- Improve campaign efficiency
- Control who is exposed to your ad
- Optimize delivery against KPIs
SpotX data integrations
SpotX provides advertisers with a full suite of data enablement options. We are integrated with every major Data Management Platform and have partnerships with leading data marketplaces — providing you with the insight and the assets needed to successfully execute your next campaign.
SpotX supports activation across all screen types including desktop, mobile web, mobile app, and connected TV.
With our complete data-driven service offering, advertisers now have the ability to supercharge campaigns with insight and precision targeting. Make smarter decisions on the front-end, activating with confidence, and validate lift post campaign.
For more information on how SpotX can help transform your video campaign strategy, please contact [email protected]
SpotX Data Library
SpotX provides advertisers with a full range of audience segments through our integrations with leading data providers.
Categories include:
- Demographic
- Interest
- Lifestyle
- Purchase intent (in-market)
- Past purchase
- Seasonal
- Financial
- Political
Audience segments available through SpotX partnerships include:
Tru Optik
Tru Optik AVI (Audience Validated Inventory)
Oracle
Oracle Data Cloud audiences
Oracle DLX (Datalogix)
Nielsen
Nielsen Gracenote Smart TV ACR
Nielsen Catalina Solutions
Exelate
Neustar
Neustar AdAdvisor
AdAdvisor Consumer Audiences
AdAdvisor ElementOne Segments
AdAdvisor Political Audiences
SmarterTravel Audiences Powered by Neustar
Healthlink Dimensions Data Powered by Neustar
Segment categories
The following represents a sample of segment categories available through SpotX. Please note this does not include the full taxonomy of segments available but is provided as a guide to demonstrate the depth of variety that advertisers can select from when considering utilizing third-party data to enhance campaign performance.
| Lifestyle & interest | Retail | Product types | Demographic | Financial | Political* |
|
Auto enthusiast Business travelers Coupon users Deal seekers DIYers Fashionistas Foodies Gadget geeks Gamers Green consumers Healthy & fit High spenders Leisure travelers Luxury sports New parents Online buyers Outdoor enthusiasts Shopping enthusiasts Health Hobbies Music fans Pet owners Sports enthusiasts |
Automotive Products buyers Baby products Toys Consumer Electronics buyers Fitness buyers Flowers Gift and flower buyers Gifts & cards Natural wellness Furniture & accessories Gardening Home & garden buyers Home Entertaining Home Improvement buyers Men’s fashion & apparel buyers Offline retail Purchasers Fishing Golf and tennis Hiking & camping Outdoor sports buyers Cat products buyers Dog products buyers Pet supply buyers Small & home office Product buyers Beauty & fragrance Jewelry Women’s fashion & apparel buyers Women’s shoes |
Appliances Automotive Beach Children Cosmetics Education Electronics Food Games Garden Gifts Health Home decor Interests/activities/lifestyle Jewelry Kitchen Media Mens clothing Outdoors Pets Premium shipping Relations Religious Women’s clothing |
Families with children Homeowner Military Occupation Retired Education Married |
Income range Credit cards Donor/charity Investments Net worth |
Registered voters Party affiliation Financial donors Political views |
* US only. Please check with your SpotX representative for specific segment availability by geographic region.