Editor’s Note: aiMatch recently released an eBook, “Building A Solid Data Strategy” which you can download free from their site. In this post Chris Hanburger, VP of Sales at aiMatch, discusses the need for publishers to have a data foundation.
A lot of people in our industry are talking about data. Most of the conversation centers around audience data such as demographics, interests, “likes”, behaviors, etc. I know it’s important and has its place. As an industry we preach about how accountable digital is and how we “know more” than any other advertising medium.
However, a majority of the publishers I talk with, are still trying to answer basic questions about their own advertising business: What do I have to sell, each day, week, month? Are my products priced appropriately? What is my sell thru across my properties? Questions that are answered from utilizing their first party data that is tied to inventory forecasts, delivery numbers, sales orders, pricing, deal terms, yield and sales performance. This information is the foundation of the business and with most publishers, this information is not readily accessible without excel and manual effort. That’s shaky ground to build on. Especially when the future is so bright for our industry. When building anything, you always strive to get the foundation right, and having a solid data foundation, allows for the additional pieces that will naturally follow as publishers build more value into their audience and inventory for advertisers.
What is the “right” way to build this foundation? The answer may be a combination of things, but of course we have our opinions at aiMatch. Whatever the approach, it seems that publishers should take a look at utilizing the wealth of 1st party data they hold before looking to add in additional data. Our eBook explores further, please have a look. http://www.aimatch.com/ebook_Data_aNewApproach/index.php
Ad serving technology provider aiMatch recently released an eBook, “Building A Solid Data Strategy” which you can download free from their site.
In this post Chris Hanburger, VP of Sales at aiMatch, discusses the need for publishers to have a solid data foundation.