Lock in a year of Digiday+ for 35% less. Ends May 29.
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
Premier League gambling ban gives brand sponsors an open goal, but CMOs must still prove value
An exodus of betting brands from the Premier League means there’s a chance for marketers to bag cut-price soccer partnerships. But proving the worth of that investment is another concern.
In Graphic Detail: Why OpenAI’s ad business is still a work in progress
As OpenAI is reportedly gearing up to go public as early as September, Digiday has charted the promise, and early tensions behind its ad business.
Future of TV Briefing: How AI agents will figure into this year’s upfront negotiations
This week’s Future of TV Briefing looks at the conversations that upfront sellers including Disney, Paramount and Warner Bros. Discovery are looking to have with advertisers regarding incorporating AI agents in ad buys.