What Do Marketers Want From Ad Technology?

chrisoharaupdatedddtData-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Chris O’Hara, vice president of strategic accounts at Krux.

If you read AdExchanger regularly, you might think that nearly every global marketer has a programmatic trading strategy. They also seem to be leveraging data management technology to get the fabled “360-degree view” of their customers, to whom they are delivering concise one-to-one omnichannel experiences.

The reality is that most marketers are just starting to figure this out. Their experience ranges from asking, “What’s a DMP?” to “Tell me your current thinking on machine-derived segmentation.”

A small, but significant, number of major global marketers are aggressively leaning into data-driven omnichannel marketing, pioneering a trend that is not going anywhere anytime soon. Over the next five years, nearly every global marketer will have a data-management platform (DMP), programmatic strategy and “chief marketing technologist,” a hybrid chief marketing officer/chief information officer that marries marketing and technology. These are exciting times for people in data-driven marketing.

So, what are marketers looking for from technology today? Although these conversations ultimately become technical in nature, you soon discover that marketers want some pretty basic, “table stakes” type of stuff.

Better Segmentation Through First-Party Data 

Marketers spend a lot of time building customer personas. Once a customer is in their customer relationship management (CRM) database and generates some sales data, it’s pretty easy to understand who they are, what they like to buy and where they generally can be found. From a programmatic perspective, these are the equivalent of a car dealer’s “auto intenders,” neatly packaged up by ad networks and data providers to be targeted in exchanges.

That’s still available today, but the amazing amount of robotic traffic, click fraud and media arbitrage has made marketers realize just how loose some segment definitions may be. Data companies have a great deal of incentive to create and sell lots of auto intenders, so marketers are starting to look deeper at how such segments are actually created. It turns out that some auto intenders are people who brushed past a car picture on the web, which lumped them into a $12 cost per mille (CPM) audience segment.

Those days seem to be coming to an abrupt close as marketers increasingly use their own data to curate such segments and premium publishers, which do have auto intenders among their readerships, use data-management tools to make highly granular segments available directly to the demand side. Marketers are now willing to pay premium prices for premium audiences in a dynamic being driven by more transparency into how audiences are created in the first place. Audiences comprised of first- and second-party data will win every time in a transparent ecosystem. 

Less Waste, More Efficiency

Part and parcel of better audience segmentation is less waste and more media efficiency. The old saw, “I know half of my marketing works, I just don’t know which half,” goes away with good data and better attribution.

As an industry, we promised to eliminate waste 20 years ago. The banner ad was supposed to usher in a brave new world of media accountability, but we ended up creating a hell of a mess. Luckily, venture money backed “solutions” to the problems of click fraud, faulty measurement and endless complexity in digital marketing workflow.

Marketers don’t want to buy more technology problems they need to fix. And they don’t want to spend money chasing the same people around the web. They want to limit how much they spend trying to achieve reach. Data-management technology is starting to rein in wasteful spending, via tactics including global frequency management, more precise segmentation, overlap analysis and search suppression.

Marketers want to use data to be more precise. They are starting to leverage systems that help them understand viewability and get a better sense of attribution by moving away from stale last-click models. The days are numbered for marketers with black-box technology that creates a layer between their segmentation strategies and how performance is achieved against it.

One-To-One Communication Via Cross-Device Identity

Maybe the biggest trend and aspiration among marketers is the ability to truly achieve one-to-one marketing. A few years ago, that meant email, telemarketing and direct mail. Today, if you want to have a one-to-one customer relationship, you must be able to associate the “one” person with as many as five or six connected devices.

That is extremely difficult, mostly because we have been highly dependent on the browser-based “cookie” to determine identity. Cookie-based technologies evolved to ensure different cookies match up in different systems, but it’s a new world today.

Really understanding user identity means being able to reconcile different device signals with a universal ID. That means lots of cookies from different browsers, Safari’s unique browser signature, IDFAs, Android device IDs and even signals from devices like Roku, not to mention reliably “onboarding” anonymized offline data, such as CRM records.

Without device mapping, an individual looks like seven different devices to a marketer, making it impossible to deliver the “right message, right place, right time.” Frequency management is tougher, attribution models start to break and sequential messaging is hard to do. Marketers want a reliable way to reconcile user identity across devices so they can adapt their messages to your situation.

Data-Derived Insights 

Marketers inject tons of dollars into the advertising ecosystem and expect detailed performance reports. Each dollar spent is an investment. Some dollars create sales results, but all dollars spent in addressable channels create some kind of data.

Surprisingly, that data is still mostly siloed, with social data signals not connected to display results. Much of it is delivered in the form of weekly spreadsheets put together by an agency account manager. It seems crazy that marketers can’t fully take advantage of all the data produced by their digital marketing, but that is still very much the reality of 2015.

Thankfully, that dynamic is changing quickly. Data technology is rapidly offering a “people layer” of intelligence across all channels. Data coming into a central system can look at campaign performance across many dimensions, but the key is aggregating that data at the people level. How did a segment of “shopping cart abandoners” perform on display vs. video?

Marketers now operate under the new but valid assumption that they will be able to track performance in this way. They are starting to understand that every addressable media investment can create more than just sales – it can produce data that helps them get smarter about their media investments going forward.

It’s a great time to be a data-driven marketer.

Follow Chris O’Hara (@chrisohara) and AdExchanger (@adexchanger) on Twitter.

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