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.
More from Digiday
How CTV and DOOH are growing this political season for smaller agencies
Connected TV and digital out-of-home are playing a bigger role in upcoming elections and politics – especially for smaller agencies looking to place clients’ dollars.
CVS Media Exchange bets on solving the measurement gap to stand out in the retail media landscape
Measurement and attribution are common pain points for advertisers looking to track campaign performance in retail media. They’re pain points that CVS Media Exchange, CVS’s retail media arm, which is also known as CMX, is aiming to solve to help it stand out in an increasingly crowded landscape.
After years of caution, pharma advertisers are embracing influencer marketing
Pharma clients used to be wary of the creator economy. Why are they now throwing caution to the wind?