Adding powerful audience data behind your programmatic campaigns helps you target audiences more accurately. This also reduces your cost per acquisition. If you haven’t started using audience data, here are five tips to get you started today.
Have clear campaign KPIs
This is the first and most important step in achieving success with audience data for programmatic advertising: know your end campaign metric.
• For brand awareness campaigns, focus on reach
• For conversions, focus on cost per acquisition
If you haven’t used audience data for your programmatic advertising before, start by utilising third party data. This will minimise your development and setup costs.
Once you are achieving positive results with third party data, look at how you can implement your own DMP to consolidate and leverage 1st, 2nd and 3rd party data.
Know your data
Research your data suppliers and how they collect their audience data. Here are some quick tips for using audience data:
• Try buy third party data from sources that have the least broker layers
• Tried and tested data = trusted data, so always test your new data
• Make sure your data is fresh and up to date.
Buy for quality and not price
Cheaper does not always mean better. When it comes to audience data, quality is essential, especially if you are targeting a niche audience for your advertising campaign.
Know your tech stack
Programmatic advertising is fairly complex, between understanding the technology behind programmatic advertising and how the different Ad Tech platforms integrate and complement each other.
Spend time to understand each of your technology layers and what Ad Tech will work best for your needs. Sometimes consolidating or doing away with unnecessary tech can streamline your programmatic advertising strategy and save you a lot of money.
Throughout it all, don’t lose track of the core benefit of data; which is to target audiences more accurately in order to reduce your cost of acquisition. Quality is King.
Greg Mason is Regional Lead, Sub Saharan Africa at Effective Measure.
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