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
High stakes, big budgets: How brands are navigating a massive sports year
Global ad spend on sports has increased, and brands like Grey Goose, John Deere and Lavazza coffee brand are investing.
Amazon to issue 3.5% surcharge on fulfillment services as fuel, logistics costs rise
The surcharge will apply to Fulfillment by Amazon in the U.S. and Canada, as well as some cross-border and Buy With Prime services.
Fenty Beauty launches WhatsApp AI advisor as messaging becomes beauty’s next commerce channel
The experience allows users to chat directly with the brand in Whatsapp to get product recommendations, tutorials and reviews.