Completing the picture with unstructured data

Imagine a platform that can ingest, bid on, report on and optimize unstructured data. This is what James Moore of Simpli.fi discussed at this month’s Digiday Publishing Summit.

The task of imagining might be made easier if you understand what unstructured data is: It includes all of the data that’s used to build audiences on- and off-property, from the technical aspects of how users are consuming content (device, OS, etc.) to the keywords that are helping them find it. All of this can tell you a lot about a person.

Most companies engage in some form of segmentation (which Moore says often results in stereotyping). Once consumers are put into a segment, however, all of that unstructured data is often abandoned. Moore discussed how Simpli.fi’s platform can identify which types of data are working the best and the worst and adjust campaigns based on findings.

After all, what’s working today may not be working tomorrow. “When our campaigns are successful, we know why.”

See full video of his talk below.

Tech Talk with Simpli.fi: Visible Data, Visible Results from Digiday on Vimeo.

https://digiday.com/?p=69863

More from Digiday

Zero-click search is changing how small brands show up online — and spend

To appease the AI powers that be, brands are prioritizing things like blogs, brand content and landing pages.

From sidelines to spotlight: Esports events are putting creators center stage

Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.

WPP has its next CEO – but what do clients make of the heir apparent?

The ad industry’s hot take industrial complex went into overdrive upon yesterday’s WPP coronation. Clients are keeping their counsel, however.