Data is the new oil, the new gold, the new everything in digital advertising. It has become an article of faith that the future path of the industry is paved with ones and zeros. The problem is the current state of how data is used in digital advertising is a mess.
Kraft recently ran a campaign in which it used third-party data to target female consumers. Afterwards, it went back to find out the data overlay was 50 percent accurate. Another campaign was targeting trendy females, and it found that what made a woman “trendy” was she had visited a high-end furniture store site once in the previous six months.
Better off just throwing darts.
“You have to understand when they collected that information, what the consumer did to get put into that classification,” said Bob Rupczynski, vp of media, data and CRM at Kraft Foods, at the Digiday Programmatic Summit on Friday. “There’s just so many problems with the quality and the recency, the supply chain on that data that third-party data has a problem. We’ve got to get to the bottom of it.”
Check out Rupczynski’s thoughts on the industry’s data problems in the two-minute video below.
The full 20-minute video of the interview with Rupczynski is here.
Story image via Shutterstock
More in Marketing
S4 Capital trades billable hours for outputs as AI redraws agency economics
Sir Martin Sorrell’s AI bet: fear billable hours, more output-based deals.
Ad Tech Briefing: Public companies’ first loyalty is to shareholders — why do advertisers give them an easy time?
Digiday Programmatic Marketing Summit attendees call foul, claiming IPOs encourage murkiness amid ad tech providers.
Ad veteran Peter Naylor joins Kochava board, and sees opportunity in market flux
Nearly a year after he left Netflix, ad industry veteran Peter Naylor is back as a board member at ad tech business Kochava.