When an advertiser trains a model on its full organic converter base, it can better identify patterns that distinguish a casual browser from someone close to buying.
The industry spent years building data verification frameworks for publishers and sellers. The buy side has no equivalent discipline. And it needs one.
Audience suppression may be the missing link between annoying a consumer and building a lasting relationship.
There’s no point in targeting people with app-install ads if they’ve already downloaded the app. But that’s exactly what SeatGeek found itself doing. In the mobile app world, audience suppression often requires extensive manual work. Although Facebook – a huge beneficiary of mobile media dollars – makes audience suppression easy, newer platforms like Snapchat don’t […]
Brands often have a long list of people they don’t want to show ads to: customers who just bought a product, current subscribers, non-subscribers or a group of people in their CRM database they know won’t qualify or be interested in a product. To avoid showing ads to people – a technique called audience suppression […]
