Why GDPR Won’t Stop Programmatic Advertising on bdex.com

Why GDPR Won’t Stop Programmatic Advertising

Learn the impacts of GDPR on marketing technology, and why programmatic advertising is stronger than ever

The General Data Protection Regulation (GDPR) went into effect on May 25, 2018, and since then organizations around the world have been updating privacy policies, and consumers have become even more concerned about online transparency and confidentiality.

The privacy changes have proven to be especially relevant to marketers and advertisers, industries that already had to manage a delicate balance between consumer data and privacy compliance.

What follows is a look at how GDPR is affecting marketing technology (MarTech) and why brands are actually continuing to increase programmatic advertising, despite rumors that it was on the way out.

Impacts of GDPR on MarTech

The implementation of GDPR got many in the marketing industry talking about how it may be the end of programmatic advertising. With the stricter privacy laws, many thought programmatic would be too complex to monitor and too prone to violating the new regulations.

Because GDPR requires the consent of consumers if their personal data is involved in an interaction, it was said that it would be too complicated for marketers to have an “entirely opted-in subscriber base,” as Global Web Index put it, making it impossible to continue targeted digital advertising.

Most respondents (79 percent) in a report conducted by London Research and Truth said they were worried about levels of transparency in programmatic advertising. The research surveyed over 100 executives at well-known brands and senior marketers and only 14 percent of respondents said they had a good understanding of the portion of their budget that actually gets to the consumer. One of the biggest industry concerns was a lack of visibility into third parties.

However, programmatic advertising isn’t going anywhere anytime soon. In fact, it’s been increasing since GDPR was implemented last year. The use of third-party data on social media platforms, after a decrease following the implementation of GDPR, started rising again in October 2018. Data from Adaptly shows that 15 percent of Facebook media is purchased with third-party data and that data usage has increased almost three times since the initial decrease.

eMarketer predicts that by 2020, U.S. advertisers will see $69 billion in digital display ad spending programmatically, which will make up 86.3 percent of the entire digital display spending.

Why brands are continuing with programmatic advertising

Programmatic advertising is still going strong because it’s such an effective method. Using data like demographics, geography, personal interests, behaviors, and even weather conditions, programmatic advertising platforms can use this real-time data to identify the right audiences and cater ads to devices specific to that audience.

The accurate, real-time data that programmatic advertising takes advantage of has been the foundation to the method’s success. These ads are personalized to each consumer’s unique interests, behaviors, location, and demographics. Put simply, programmatic advertising allows marketers to put a message in front of a person based on what they’re doing at that exact moment.

In the aforementioned London Research survey, 61 percent of respondents said the greatest benefit of programmatic is the ability to target and optimize effectively. Programmatic enhance personalization and improves the overall brand experience for the consumer while increasing marketing ROI.

So how can these benefits be taken advantage of while following GDPR?

First, marketers must address that consent concern. Make it a priority to receive consent from consumers in everything on your website, including cookies, newsletters, or other subscriptions. Adaptly research shows that 3 in 4 consumers in the UK welcome the changes that GDPR brings, so they’re going to be grateful for your transparency and often willing to give their consent.

Updated privacy regulations also mean quality standards are rising. It’s thus more important than ever to put more energy into creating high-quality ads that are competitive and relevant. It’s a great time for marketers to revisit their entire ad strategy along with updating privacy concerns.

And remember that it’s impossible to produce quality ads without quality data. The BDEX Data Exchange Platform (BDEX DXP) has 900 million searchable data points on tens of millions of U.S. consumers. These data points span 19 categories of shoppers and 5,000 additional categories, such as science, sports, and health, to help marketers home in on the audience they need for effective real-time marketing.

Take advantage of programmatic advertising that’s backed by quality, accurate real-time data. Learn more about how BDEX can help you get the data you need to push your real-time targeting strategy forward. Contact us today to learn more about our advanced data platform.

The Martech Training Boom on bdex.com

The Martech Training Boom

The Martech arms race is creating tremendous demand for trained and certified digital marketing professionals. Trade organizations, for-profit companies, colleges, and universities are responding with a growing array of online and in-person options.

One of the primary challenges facing CMOs today is developing in-house digital marketing expertise needed to harness the power of in-house and third-party data.

Many companies are working to bring core data marketing technologies as well as digital marketing and advertising functions in-house. The effort will require not only spending billions of dollars on IT infrastructure but training or recruiting thousands of employees needed to build, maintain and run highly complex and often AI-enabled systems.

Marketers need new skills

A traditional marketing or advertising education consists of a bachelor’s degree in advertising, marketing, or journalism, with classes on consumer behavior, market research, sales, and the like. As marketing has become increasingly data-driven, marketers must continually build upon that foundation by becoming fluent in a wide and rapidly changing array of technologies and platforms.

Today’s marketing ecosystem is complex and poised to get more so as data continues to grow exponentially. In 2019, digital voice assistants and smart TVs will swell the amount of real-time data signals available to marketers. As the torrent of consumer data grows, companies need employees who can decide which data matter and how to integrate it into an increasingly complex data marketing infrastructure and strategy.

To stay competitive, CMOs are increasingly turning towards training and certification programs. Below we highlight just a few being offered by reputable trade organizations, companies, and academic institutions.

MarTech® Conference Workshops

MarTech® offers a variety of workshops at its conferences designed to provide marketers a deep dive into such topics as agile marketing, customer data platforms, buying marketing technology, creating connected experiences, or building a marketing team with talent optimization. Workshops offered at MarTech’s recently concluded conference in San Jose, California included “The Right Way to Buy Marketing Technology,” “Using CDP to Make the Most of Your Customer Data,” and “Agile Marketing Advantage.” The company’s next conference, MarTech® East, is scheduled to take place in Boston in September 2019.

IAB training certifications

The Interactive Advertising Bureau (IAB) offers certifications in Digital Media Sales, Digital Media Buying and Planning and Digital Ad Operations.

More than 9,500 participants representing more than 300 publishers, agencies, and ad technology vendors have enrolled in IAB’s certification programs since they were established in 2012. Many of the nation’s leading media companies—including AOL, Bloomberg, CBS Interactive, Collective, Condé Nast, Discovery Communications, NBCUniversal, Time Inc., Time Warner Cable Media, and Tremor Video—have pledged to have all eligible digital sellers across their organizations become IAB-certified.

The Digital Media Sales and Digital Ad Operations programs earned the American National Standard Institute’s (ANSI) first accreditation in digital advertising in 2015. The ANSI accreditation process, based on international benchmarks, increases the integrity, confidence, and mobility of certified professionals, and represents the highest standard in personnel certification.

Shoptalk

Shoptalk launched two education initiatives at its 2019 conference, which drew 8,400 people to Las Vegas from March 3-6. The first is a standardized set of sessions referred to as Shoptalk’s Core Curriculum, which covers many of the fundamentals of retail and will be repeated annually with updated perspectives and examples.

Shoptalk also launched an Annual Retail Education Certificate which is awarded to those individuals who complete 10 credits of continuing education at Shoptalk conferences. This certificate helps recipients distinguish themselves at a time when there is a significant divide in retail industry professionals’ knowledge of digital innovation.

Collegiate degree and certificate programs

A growing number of academic institutions are offering certification programs, ranging from community colleges to elite business schools such as Wharton at the University of Pennsylvania and the Kellogg School of Management at Northwestern.

Duke University has partnered with Simplilearn, an online training provider, to deliver a curriculum that provides students with advanced knowledge of the eight most important digital marketing domains and includes real-world projects and virtual simulations for practical experience. The program offers hands-on simulation labs and projects for practical learning with 350 combined instruction/study hours. Completion of the program meets the course criteria to sit for the Online Marketing Certified Professional certification exam.

As one of the world’s first data exchange platforms, BDEX is dedicated to building the infrastructure to power human connectivity. Contact us today to learn how we marketers access the best third-party data inexpensively, quickly and easily.

One Stop Data Shopping: Find Your Audience on bdex.com

One Stop Data Shopping: Find Your Audience

By using the right tools and strategy, you can find consumers when and where they need you most

The key to a successful marketing campaign boils down to meeting consumers where they’re at – in both the purchasing process and in life. E-commerce and the widespread adoption of mobile devices have revolutionized the way information is collected, stored, referenced, and employed, with the end result being an abundance of data that defines users more clearly than ever before. Although this surplus of information is a boon to advertisers, it can become overwhelming and costly if its use isn’t approached thoughtfully.

The BDEX DXP allows advertisers to identify and refine a potential audience at every stage along a spectrum of behavior and when the data was collected. The combination of the robust BDEX ID Graph and cross-device matching authenticates customer information across devices, allowing advertisers to reach individuals at every point of their progress through the sales funnel. Using data strategically means more opportunity to target your message to reach – and appeal to – the most qualified consumers, resulting in a higher conversion rate and increased return on investment.

Find your target

Ironically, one of the greatest challenges in digital marketing in recent years is related to the proliferation of devices. According to information from Cisco, there will be an average of 13 devices per person in North America by 2021. This increase has actually made it more difficult to chart a consumer’s path to purchase as they switch between smartphones, tablets, laptops, and smart TVs to do their research and shopping.

The BDEX ID graph uses authenticated customer information such as log-in data, email addresses, and credit card purchases to recognize consumers by assigning each user a customer ID for accurate matching. This enables marketers to seamlessly reach individuals across their many devices.

Perfect timing

Timing is everything in advertising. Finding the right segment of the population to deliver your message to is only half the battle – true success involves finding the right people at the right time. For instance, say your product is a family-friendly minivan with features such as a built-in hand vacuum, ample storage, and ease of installation for car seats; something clearly designed to appeal to parents.

Sure, you could perform a broad search to find people who are car shopping and in the age range to be parents, casting a wide net; however, customizing your audience to include parents (of multiple young children) who have explicitly researched safety features and/or recently purchased a car seat would vastly help you narrow your targeting and increase conversion rates.

The BDEX Explore Data tool allows you to mine through various data sets to reach customers throughout their purchasing process:

1. Build a custom audience

In the above example of marketing a family-friendly minivan, you’d want to direct your messages to people with children who are shopping for a new vehicle. The BDEX Explore Data tool offers many creative ways to do that. The various industries and taxonomies allow you to define your audience by their actions, preferences, interests, or behavior in an easily searchable database.

For instance, start by selecting the audience class under “Recreation/Autos,” where available options include visits to autotrader.com in the last 30 days, or people searching for safety ratings. Combine that with other criteria such as age, sex, income, marital status, and number and age of children to narrow your audience for relevancy and specificity.

2. Early sales funnel

Defining an audience profile gives you the ability to create relevant content that is tailored to their specific interests. With your customer persona in mind, brainstorm keywords and topics to inspire your blog and social media content for inbound marketing.

Designing content around information that is useful to your audience – versus outright advertising – improves search engine optimization, increases brand recognition, and can help position your brand as a trusted source.

The BDEX Explore data tool can help you find people interested in purchasing a vehicle. Choose the “Shopping/Vehicles” industry tab and the “In Market for” taxonomy to provide results of 346,600,348 unique devices. From there, the “Audience class” taxonomy offers an option for Van/minivan which returns 64,689,710 results and the “Before buying a car, I will find the safety rating” taxonomy narrows your audience to 5,478,601.

Content around tips for keeping your car clean and organized, automobile safety features every parent should know, and car seat installation tips would all be good examples of organic content ideas that would appeal to parents in the market to purchase a family-friendly minivan.

3. Real-time targeting

So, you know your audience and have content that is relevant to their interests … how do you make sure they see it? The data tool uses programmatic advertising to help direct your efforts. It ensures that your display ads appear for your targeted audience on digital content they are consuming in real time.

Your parameters could include people visiting a particular blog, content tagged with specific keywords, or people watching a certain television show. The “Persona/Family” industry includes a “Has Children” taxonomy with a count of 130,154,415 devices.

Under the “Audience Class” taxonomy for the “Shopping/Children” industry, options include households which have bought children’s clothing within the past 12 months, as well as people who buy diapers or have shopped at Babies R Us within the last three months.

4. Post-purchase

Continue to build brand loyalty and increase the chance of repeat sales by cross-referencing clickstream data, geofencing data, and purchase history to personalize post-transaction messaging.

For instance, the “Persona/Auto” industry tab has a taxonomy for “Auto Class” which leads to an option to target owners of specific car makes and models. You could create a geofencing parameter to target visitors to particular car lots or repair stations and send messages about service reminders or purchase anniversaries under one of many taxonomies in the “Shopping/Vehicles” industry tab.

There is no shortage of data available to interested advertisers, but having a strategy that includes the ability to identify your audience and place yourself in their path at every section of the sales funnel will exponentially increase your chances at winning their attention – and making the most of your marketing budget.

Building your own custom audiences allows for the type of focus and flexibility that gives your agency an edge over competitors. Learn how BDEX data can strengthen your strategy.

Does Your Data Need a “Spring Cleaning”?

In a previous blog post, we discussed the benefits of having a centralized marketplace, a location where brands, retailers, and agencies can source any type of third-party data they need. And while a DXP like BDEX makes the process easier, buyers may still feel overwhelmed by their choices:  Am I purchasing the right data? Not enough? Too much?

If your company has a plethora of data you don’t know what to do with, it may be time to organize your data and sort the treasures from the trash. And if you have holes in your data strategy, there’s no better time to easily resolve those issues.

Take Advantage of Custom Segment Building

The key to sourcing quality, third-party data is to know what you’re looking for. Who is your customer? What are their interests? What are their shopping habits? When you identify the common characteristics and habits of your clients, you buy only the data you really need. The BDEX Custom Audience Creator makes it easy to combine segments from over 5,500 different data categories, allowing brands to create the perfect custom audience.

Real-Time Data is Ideal

You can also give your data a good “spring cleaning” by making sure your data is timely. While most DMPs offer data that is at least one month old (or even older), BDEX has a wealth of real-time data sourced from thousands of websites and apps, allowing companies to execute the timeliest campaigns possible. The best part: when you buy data from the BDEX marketplace, you own, not rent, the data. You can even refresh the data once or as many times as you like.

Big Data Doesn’t Have to be Expensive Data

It’s important to be conscious of not only the data you buy but how much it costs. Traditional DMP services can cost thousands of dollars a month. BDEX offers a variety of solutions, including subscription services, that allow businesses the opportunity to use the BDEX marketplace without breaking the bank.

BDEX provides brands, retailers, and agencies with extensive, quality data from a variety of sources in a true marketplace environment. With over 20 billion data points tied to mobile IDs and every channel added to the marketplace each month, buyers can understand consumers like never before and create compelling campaigns that return real results. Email us for more information.

Image via Flickr/Philip Wilson

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