It isn’t ‘LIKE’ money it IS money. Many marketers pay for technology in order to help make more money, but if you do this you’re always slicing into your profits; to give it away to everyone who asks (ad agency shared platforms, Google, third party retargeting or tagging tools…) is not the only option. There’s also the added fact that two thirds of executives worldwide describe their organisations as ‘data driven’, if you’re not protecting this data, or building on the data, you should be.
If data is money, you want two things:
Better Data. Which only a media-side data platform can give you (preferably one that can see across all channels: search, display, affiliate, social…).
Faster Data. Which a real-time platform can give you – one with an adserver built in so you can ACT on the fast data.
Why is better, faster data so important?
Because if you know something about a given browser that no one else knows (or something they don’t know yet), you can grab that click for an equivalent 20p instead of paying £3 for the click that everyone else is chasing. That’s not a small thing – that’s a HUGE thing. Especially when you scale it up to the volumes you’re dealing with.
So, what are the implications of this? And how does it help if you’re an advertiser looking into ad serving technology? Speed and agility must guide the way online advertising is approached; even if real-time tactics aren’t front of mind, speed should be.