From Off-The-Shelf to Personalization
Personalization is the challenge that the majority of marketers face in the marketplace today. But the many providers out there competing for your marketing dollars are still only offering a selection of off-the-shelf solutions, as they attempt to keep their own costs down.
Everyone has access to the same data and the ad-tech ecosystem is overgrown with platforms that offer no great distinctions. The savviest of advertisers have advanced and are demanding control and customization from their programmatic advertising campaigns and they expect their suppliers to make the same leap.
Until now, the focus has been on developing advertising technology in silos in order to sell media services. But, as the technology efficiencies are maximized and commoditized, the focus shifted to unlocking value by leveraging assets that go beyond core capabilities. The best ingredient that is often left unexplored is the advertiser’s own data.
1st and 2nd Party Data
The most import and recent evolution in programmatic is the ability to use 1st party data (connecting CRM data to an advertiser’s media buy). To do this, independent data on-boarding service providers like LiveRamp and DataLogix are used to translate offline data signals to a digital user ID, so that programmatic companies like Digilant can now use off-line data in online media campaigns.
2nd party data, acquired through exclusive relationships with data providers, who do not sell their data in the open market, have also opened new opportunities for marketers who don’t want to buy the same 3rd party segments as their competitors. Programmatic providers can enrich an advertiser’s 1st party data or directly activate 2nd party data. Companies like Digilant are in a unique position to provide data intelligence to help advertisers make that data actionable.
Every Aspect of Programmatic is Custom
With all the effort, platforms, people and cost involved in executing data driven programmatic advertising, the recipe for success is not pre-packaged. Marketers now expect that every aspect of programmatic can be customized — from funnels and segmentation to AI models, creative, and cross-channel messaging strategies. Instead of pushing products, platforms and data – the future for programmatic companies is personalization, resulting in a solution for marketers that is Customatic.