Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
RTB is here to stay: 20 percent of all display impression purchases were made in real time. Quantcast, which got its start as a tool to provide publishers with rich audience data, discussed how to make RTB more efficient at the Digiday Agency Summit. The key is to follow three simple rules:
- You need a lot of data to be able to differentiate the signal of real viewer intent from the noise of online activity.
- You can only sift through these piles of data with smart models, algorithms that know what to look for and how to look for it.
- You must be able to activate the resulting insights at auctions in real time.
Quantcast, while working for a travel industry client, noticed that its models were targeting dentists. This unorthodox connection became clear once Quantcast dug a little deeper and realized that not only are dentists “planners” by nature, but they were preparing for a large dental convention by making travel arrangements. With enough data and good modeling, Quantcast was able to detect this trend and take advantage of it when making real-time bids.
See the full video below:
More from Digiday
Apple’s Safari crackdown pushes ad tech toward server-side solutions, but doubts remain
Parties rally behind IAB Tech Lab’s Trusted Server Framework following Apple’s latest tracking restrictions, although questions remain.
Post World Cup, fashion brands are tapping soccer stars like Bellingham and Yamal for partnerships
Three months after the World Cup ended in a Spanish victory, the partnerships with marquee players keep coming.
Future of TV Briefing: CTV advertising has a genre-label problem
This week’s Future of TV Briefing looks at the messy state of genre labeling in CTV advertising.