With the end of the year rapidly approaching, it’s time to reflect and look forward to 2016 – and what it brings for all things programmatic.
I thought it was appropriate to rework the old classic “Matchmaker” from “Fiddler on the Roof”… and give it a relevant twist to the theme of the blog, as data can be dry topic – lets inject some light relief… (Keep in mind I’m not a poet!)
Matchmaker, Matchmaker,
Automate my match,
A cross screen consumer,
CPM to match,
Matchmaker, Matchmaker
Search through your data,
Find my campaign, the perfect match.
Data matching is on everyone’s lips in the digital industry, will it become the new “ It girl” when it comes to assigning value to a campaign based on certain desired outcomes?
Data matching is clearly redefining the way in which Advertisers navigate the digital waters, with more and more companies tapping into machine learning to target ads which is ultimately changing the way we think about advertising and media.
This is forcing brands to redefine how they target their audience; it’s about adapting to continued and accelerated change in the playing field. Some digital professionals argue that data matching is set to take over attribution… It’s an interesting point, and one that is worth debating as we cross the line into 2016. One cannot deny that the industry is moving at an extraordinary pace, constantly redefining the parameters we use when it comes to precise targeting for media campaigns.
In the MENA region we are certainly heading towards that path, but as many publishers and advertisers are only just boarding the programmatic train, and starting to realise the monetary potential data can bring to the table.
Achieving the perfect data match obviously boosts ad targeting, but only under the pretext that one source can be accurately matched to another. Now attribution has its place, by identifying the type of media, and allocating a clear value to how it weighs into the digital conversation. Also not forgetting the most beneficial attribute to-date – “hyper-targeting” which has allowed advertisers to squander away media dollars on audiences that are not relevant to brand and campaign goals.
“Programmatic Advertising allows the advertiser to leverage real time data to ensure that the most relevant ad is placed on each site, thus creating a unique experience for everyone on the web” says Jamie Atherton, MD of AdZouk.
He adds “BP [before programmatic] advertising media was sold purely in a contextual manner, now, more and more brand advertisers opt in for highly engaging content strategies rather than simply bombarding. Armed with these new insights into exactly how their audience behaves, has provided us with the missing ingredient, which is how to deliver this content in a hyper-targeted manner is a powerful tool to have in your hands”
However, the MENA region as a whole still has a long way to go, advertisers need to partner with the right DSP in order to harness the power of this new technology.
“Playing matchmaker when it comes to quality data will become the pivotal point for 2016. As more and more brand advertisers opt in for highly engaging content strategies. Being able to deliver this content to the audience in a hyper-targeted manner is a powerful addition to our strong core offering,” says Jamie.
Data matching is the way of the future, no matter how you personally feel about disruptive technology – its time we all embraced this new direction. However, many in the MENA region are still hesitant, maybe it has something to do with the meta-tons of mismatched data sources, which tend to put a spanner in the works when it comes to campaign accuracy. We are still a way off, but it’s definitely a moot point to consider when this shift will take place in 2016.
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