Measuring audiences: gaining insights that ensure audiences are accurately targeted
Clearly, programmatic has a long way to go before it becomes as mainstream as mobile and desktop advertising. Many marketers are afraid to let go of their manual processes and have doubts about the quality of programmatic inventory. They also fear the future of their jobs. It's up to good communicators to explain away these myths and misconceptions.
For the analytics team actually delivering impressions there is a very large challenge in programmatic execution: measuring online audiences across channels and learning more about them. The ways advertisers have traditionally gained insight into online consumers are becoming less reliable, mostly thanks to the fragmentation of devices and channels. Consumers are on the go and leave fewer reliable breadcrumbs for marketers to follow. Luckily, this challenge is being addressed every day and accurate processes for learning consumer patterns are solidifying. From location tracking to registration data, marketers are finding stronger ways to identify audiences. As devices, channels, and platforms continue to multiply, identifying consumers for programmatic delivery continues to be the biggest ongoing battle.
Few know more about programmatic audience delivery than Lauren Moores, VP of analytics at Dstillery. She speaks with iMedia at the 2015 Clorox iConnect conference about why identifying audiences to gain true insight is a big industry issue, and how marketers are addressing it.
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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.
"Back view of a young man with head phones watching a big TV panel" image via Shutterstock.