Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying 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
Ad Tech Briefing: Zeta goes big as Apple casts a shadow over Advertising Week
Advertising Week New York saw more ad tech M&A, plus, the rise of the “universal buying platform.”
Media buys and mega partnerships: How the creator economy is splitting in two
There’s a growing bifurcation in the creator economy. While the Alix Earle’s and Mr Beast’s of the world take on the role of agencies, nano and micro creators have become media buys. “Brands are increasingly approaching the space just like they would traditional channels with a media mix that reflects what they’ve done historically,” said […]
How many people does it take to run an agency? According to Bad Mktg, just two if you’re using AI
BaD Mktg is just two employees and a lot of AI to run the business and ideate. The secret to its success? The experience of the people leading the ideation.