Wesley Farris, director of partnerships at programmatic agency Digilant, spoke to eMarketer about how advertisers can make use of data exhaust.
What sort of data can a DSP store from a programmatic auction?
“Every time a DSP gets a bid request, there are a number of data variables that are passed on: the anonymous user ID, the domain, the time stamp, the location of the page, the creative size. There could be upward of 50-plus variables that are passed in the bid request, and the DSP stores that information in what I call ‘log files.'”