As part of our audience series, we’ve teamed up with Lotame to produce a collection of posts on the value and use cases for DMPs. Last week we kicked off the collection by discussing the value of a DMP as calculated using sales-based ROI. This week we’ll be examining a consumer-based ROI approach.
We’ve explored options where your data is formed into audiences and provided to benefit buyers through ad serving, but isn’t there any benefit of this data to yourself?
The value of a DMP and data isn’t always necessary quantifiable. When a sale is made to an advertiser, it’s not difficult to see the tangible revenue metrics. Mapping inherent value of data for personal use, however, is not always so easy.
Your DMP of choice should provide the ability to understand audience overlap with the raw first- and third-party data available in the platform. This will provide key insights into how your users behave. If your DMP doesn’t offer such insights, try inquiring whether a custom query can be run (by the DMP or yourself) such that similar results are obtained.
Through the previous publisher use-cases of the direct sales-based ROI type, you will have built out several interest-, intent-, and/or demo-based audiences. These are helpful to understand overlap from, as it will help your ad sales team tell a more complete story to the advertiser differentiating your users and your data from market competitors.
But, to add another layer, try building out audiences based on your site visitors (site, section, or URL) or specific site interactions (watch videos, shared content, filled out forms, logged in, etc.). Running an overlap report on these types of audiences with first- and third-party data will provide an incredible wealth of interest, demo, and potentially intent data against your site consumers that may not have been known or even hinted at previously.
For instance, an audience of users who watched videos at least 3 times in the last 5 days might show that 70% are men, 40% are age 25-34, 35% are interested in sports, and 20% are in-market for automobiles (as well as overlaps with all other data points)! These are powerful insights.
Imagine how the marketing team can use such insights to adjust how they approach potential content consumers, or the sales team working with new advertisers in verticals previously untapped. The limit of the uses of your audiences is only capped by your imagination!
About the Author
Since joining Lotame in 2012, Hunter Terry has held a variety of technical and account management positions. Currently he is a Solutions Architect for the APAC region, where he focuses on cultivating healthy business relationships and fostering communication with clients and partners. Prior to his current role, Hunter served as a Technical Account Director, where he used his technical chops to onboard and train new DMP and data clients. From account management to solutions selling, Hunter has led and been a part of countless technical SaaS implementations in both APAC and the US. He is based out of Singapore, and holds a BA from the University of Virginia.
Read more from our partner series with Lotame:
- Are DMPs Worth It? Assessing Value using Sales-Based ROI
- The Value of a DMP and what a Consumer-Based ROI Approach Can Tell Us
- How to Leverage a DMP to Enhance Content Customization and Personalization
- The DMP Use Case You Probably Didn’t Think About
- The Definition and Future of Audience Data and Audience Targeting
- The Most Creative and Complementary Uses of Publisher’s Data
- Best Practices for Supplementing 1st Party Data with 3rd Party Data