Data: Are There Better Ways to Pay?

▤ Summary

I feel that the pricing of data, and the way everyone buys it on a fixed, flat CPM – which is more easily paired with media – hasn’t changed. We took your audience of people looking for travel showed them our cruise line ads, and the campaign flopped. Another alternative is that people pay a flat fee for data to use for analytics in their DSP, but not for actual media targeting; there would be no impression model in that case. A CPG brand might want to find out what data works well by running analytics against it rather than deploying it on a lot of active campaigns. "If you resort to the tactic of spray and pray, youre missing better targeting, and getting the right message to the right person at the right time."

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The Trade Desk

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Lotame

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