Comments on: The Data Flow Is Like A Broken Water Main http://www.adexchanger.com/agencies/the-data-flow-is-like-a-broken-water-main/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Greg Hills http://www.adexchanger.com/agencies/the-data-flow-is-like-a-broken-water-main/#comment-3387 Greg Hills Thu, 12 Nov 2009 13:53:55 +0000 http://www.adexchanger.com/?p=10479#comment-3387 Even if you do in fact know little about technology, you do have a deep understanding of what insights will be relevant and interesting to marketers. This knowledge is key to developing buying interfaces that meet the needs of the agency and the ultimate end client as well. As you allude to in your post, there is often a difference between the data that is predictive of performance and data that is insightful for clients. I find that clients are much less interested in specific exchanges and automated optimization methods for driving higher clickthrough rates. They are more interested in who is buying their products and why. Even if you do in fact know little about technology, you do have a deep understanding of what insights will be relevant and interesting to marketers. This knowledge is key to developing buying interfaces that meet the needs of the agency and the ultimate end client as well.

As you allude to in your post, there is often a difference between the data that is predictive of performance and data that is insightful for clients. I find that clients are much less interested in specific exchanges and automated optimization methods for driving higher clickthrough rates. They are more interested in who is buying their products and why.

]]> By: Zach Coelius http://www.adexchanger.com/agencies/the-data-flow-is-like-a-broken-water-main/#comment-3379 Zach Coelius Wed, 11 Nov 2009 19:20:03 +0000 http://www.adexchanger.com/?p=10479#comment-3379 Amen. Just being able to deal with a bid request volume of tens of thousands of requests per second is really hard. But, you are absolutely correct that the data that comes from that pipe is a treasure trove for marketers looking for insights. Zach triggit.com Amen. Just being able to deal with a bid request volume of tens of thousands of requests per second is really hard. But, you are absolutely correct that the data that comes from that pipe is a treasure trove for marketers looking for insights.

Zach
triggit.com

]]> By: togilvie http://www.adexchanger.com/agencies/the-data-flow-is-like-a-broken-water-main/#comment-3378 togilvie Wed, 11 Nov 2009 16:37:40 +0000 http://www.adexchanger.com/?p=10479#comment-3378 Good insights! I think one of the most interesting you're drawing is between the decisioning algorithms (which will quickly converge to become a commodity among the smarter players) and the broader "meta-data" that can drive better performance from future campaigns. I'm a big believer that there's an enormous amount of value in that meta-data, and will be very interested to see how agencies, clients, and their platform partners determine who owns that meta-data and what they can do with it. Good insights! I think one of the most interesting you're drawing is between the decisioning algorithms (which will quickly converge to become a commodity among the smarter players) and the broader "meta-data" that can drive better performance from future campaigns.

I'm a big believer that there's an enormous amount of value in that meta-data, and will be very interested to see how agencies, clients, and their platform partners determine who owns that meta-data and what they can do with it.

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