Secure your place at the Digiday Publishing Summit in Vail, March 23-25
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
In graphic detail: How Anthropic’s Pentagon refusal is paying off in downloads, brand trust and enterprise deals
OpenAI’s Pentagon deal seemed to spark uproar among its users, many of whom were against it. Anthropic’s refusal to agree to the terms was seen by users as the more trustworthy alternative.
How AI could disrupt retail media’s $38 billion search ad market
ChatGPT and other AI chatbots could divert shoppers from retailer sites, putting the $38B retail search market at risk.
‘Brand safety is moving from fear to curiosity’: Zefr’s Raddon on content-level accreditation – and what it exposes about the industry
The threat is no longer a discrete piece of bad content that a keyword list or a domain block can catch. Its volume.