Prices rise tomorrow. Last chance for best rate.
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
Dentsu strikes Meta deal to build plumbing for mass influencer activation
Top CMOs are assembling armies of creators, but many lack the infrastructure required to get the most out of them. A deal between Dentsu and Meta aims to fix that problem.
Ad Tech Briefing: Corporate America finally buys into soccer as a mainstream sport; shadier elements of the ad industry are obliging
This Ad Tech Briefing covers the latest in ad tech and platforms for Digiday+ members and is distributed over email every Tuesday at 10 a.m. ET. More from the series → The FIFA World Cup 2026, co-hosted across North America for the first time, has spelled out what some in U.S. media circles have known […]
“Brands recognize the cultural dominance of podcasts”: global podcaster Mel Robbins talks AI, ad budgets and audience ownership
The global podcaster sat down with Digiday during her first-ever Cannes Lions — an event she now knows holds real value.