Read the full post at emarketer.com
Authored by Ross Benes
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.'”
How can an advertiser use that information?
“You can use it for things like the customer journey. If you pull that information out, you can start to piece together a picture of how different channels and variables are affecting the campaign and put together that customer journey of how they engaged with your media. If you ingest that data across your search and social efforts, you can then more or less combine your search efforts with your social and display efforts and see how those are impacting one another.
“You can also use it for data science to find which variables within the bid stream are driving conversions or whatever key performance indicator [KPI] that’s being measured. You can use it for audience discovery, bucketing users by similar variables, and reaching them on a more granular level. The data is definitely used at the DSP level for optimizations and reporting insights.”