In our Ask the Expert Series, we interview leaders from our partner organizations who are helping to lead their brands to new heights in ad tech. Today’s interview is with Jordan Feivelson, VP, Digital Audiences at Webbula. Jordan is a 22-year advertising industry veteran who has worked for media properties such as WebMD and Disney. Over the past ten years, he has transitioned to the data and programmatic space, including growing the data business for Kantar Shopcom and Adstra.
What types of advertisers might benefit from utilizing Webbula audiences across various verticals? Can you provide examples of how different industries successfully leverage your data to achieve specific campaign goals?
Most advertisers can leverage Webbula’s award-winning attributes for their activation initiatives. Webbula offers approximately 3,000 syndicated segments covering categories such as Demographics, Automotive, Political, Mortgage, B2B, Hobby/Interest/Lifestyle, and Interests & Brand Preferences (brand name targeting).
Audience insights and marketing strategies
What specific types of audience segments does Webbula provide? How can advertisers leverage these segments to craft more effective, personalized marketing strategies?
Webbula has incredible depth and breadth within its verticals, giving marketers the tools to deliver targeted messaging effectively. Our Demographic, B2B, Mortgage, Automotive, and Interest and Brand Preferences segments each contain 500-1,000 segments, all built on deterministic, self-reported, and individually linked data. We ensure the best accuracy with multiple deterministic data points tied to the real world (ex., first name, last name, postal address, and email address).
Some examples of our unique syndicated audience types:
- B2B: A view of the latest industry trends with detailed cuts of the professional world, such as companies with and not within the Fortune 500 companies and job positions that are directors and below. This also includes custom capabilities, including ABM (list of target companies in an activation campaign or by industry code (ex. NAICS, SIC).
- Interest and Brand Preferences: Consumers who have shown interest and affinity to hundreds of brands (ex., Nike), genres (ex., comedy, hip hop), sports teams, and more.
- Mortgage: A detailed view of homebuyers’ purchase range, loan type (ex. jumbo loan, standard loan), mortgage amount, interest rate, and more.
With Webbula’s audience data, brands can create a comprehensive picture of their audiences down to the individual level and reach them accurately.
Data quality, sourcing, and differentiation
How is consumer data sourced and curated at Webbula? Are there data quality standards that Webbula establishes for consumer data, and how do you ensure your sources and methods meet these standards consistently?
Webbula’s data is aggregated from over 110 trusted and authenticated sources, including publishers, data partners, social media, and more. The data collected comes directly from consumers who self-report information through surveys and other methods. We apply our hygiene filters to mitigate fraud and accurately score the data.
Data Collection: The data collected comes directly from consumers who self-report information through surveys, questionnaires, transactions, and sign-ups. This ensures that brands display ads to audiences based on self-identified, cross-channel behaviors, not modeled assumptions.
Hygiene Solutions: Webbula applies multi-method hygiene solutions to mitigate fraud and accurately score the data before onboarding, ensuring that all data meets the highest quality standards.
Examples of Data Sources:
- Questionnaires: Self-reported data through surveys, offer submissions, and telemarketing.
- Transactions: Deterministic data from aftermarket parts, online purchases or services, and more.
- Sign-ups: Individually linked data from information entered through sweepstakes, infomercials, newsletters, and forms.
What differentiates Webbula’s data from other data providers in the market? Can you explain the unique value proposition that Webbula offers in terms of data depth and breadth?
Due to our extensive experience in data cleansing, we provide the most accurate data within the programmatic ecosystem. TruthSet, the leading programmatic accuracy measurement company, has ranked Webbula as having the highest number of top attributes compared to other data providers with 150M+ HEMs. Additionally, Publicis Groupe and Neutronian further validate Webbula’s data quality, underscoring its position as a leader in the industry.
Webbula’s data stands out in the market due to its unmatched accuracy and quality, achieved through years of expertise in data cleansing. Unlike other providers, Webbula’s foundation lies in its robust email hygiene process, ensuring that all data entering the programmatic ecosystem is thoroughly cleansed.
Privacy, compliance, and future-proofing
What measures does Webbula take to maintain data privacy and compliance? How do these efforts benefit advertisers in an evolving regulatory landscape and ensure ethical standards?
Webbula was created over a decade ago with a future-proof, privacy-compliant foundation. We understand the industry’s rapid changes, including government and state legislation and cookie depreciation. Our goal has always been to build long-term partnerships and ensure we are prepared for industry changes. We rely on validated offline data sources, making us resilient to external influences.
Success stories
Can you share success stories where advertisers saw significant campaign improvements using Webbula’s data? What were the key factors that contributed to these successes?
Our success is measured by client feedback and increased client spend. Webbula has helped several key advertisers achieve six-figure monthly thresholds by providing the most accurate data to meet campaign KPIs. Clients consistently return to use our data, validating our belief that “the proof is in the pudding.”
Thanks for the interview. Any recommendations for our readers if they want to learn more?
For those interested in learning more about Webbula, reach out for a personalized consultation.
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Up next in our Ask the Expert series, Ben Rothke, Senior Information Security Manager, reviews two certifications that should be part of your information security strategy: Service Organization Control (SOC) 2 Type 2 and International Organization for Standardization (ISO) 27001. Tapad, a part of Experian, is 27001 and SOC 2 Type 2 compliant. Two information security certifications you can trust Seals from Good Housekeeping and Underwriters Laboratories give consumers confidence that they can trust the product that they’re buying. For IT solutions or service providers, what, or who can you turn to for that seal of approval? There are many equivalent third-party attestations you can use. But which should you trust? The International Organization for Standardization (ISO) 27001 The American Institute of Certified Public Accountants (AICPA) System and Organization Controls (SOC) International Organization for Standardization (ISO) 27001 is an international standard for information security from the ISO. ISO 27001 is globally acknowledged and sets requirements for controls, maintenance, and certification of an information security management system (ISMS). This international standard provides organizations with a framework to identify, manage and reduce risks related to the security of information System and Organization Controls (SOC) The SOC, as defined by the AICPA, is a set of audit reports. SOC reports, like 27001 certificates, are used by service organizations to give their customers the confidence they have adequate information security controls in place to protect the data that they handle. SOC 2 is an assessment of controls at a service organization regarding security, availability, processing integrity, confidentiality, and privacy. The purpose of the report is to provide extensive information and assurance to a broad range of users about the controls at a service organization that are relevant to the security, availability, and processing integrity of the systems that process user data, as well as the confidentiality and privacy of the information processed by these systems. Why ISO 27001 and SOC 2 are important The value of these third-party attestations is two-fold: Organizations can show they have passed an independent external audit Third-party attestations save organizations the time of having to do their own audits In addition to 27001 and SOC 2 Type 2 compliance, we are also certified with ISO 27017 and 27018, which are add-ons to 27001 that are specific to cloud computing. We take the security and privacy of our customers’ data as seriously as they do. Every cloud service provider (CSP) has a responsibility matrix that details what security and privacy tasks they are responsible for and which ones the customer is responsible for. Any cloud customer that needs to be made aware of what their security tasks are is putting themselves at risk. So, when you want to engage a CSP, ask them for their attestations. They worked hard for them and will be proud to share their compliance. We’re powered by decades of setting standards in marketing services At Experian, we’re a privacy-first business. We’re highly focused on respecting people, their data, and their privacy. We continue to show our dedication to information security by completing these security audits every year. The constant changes to data compliance regulations can be challenging to navigate, but you don’t have to do it alone. Contact us today. We will be your guide so you can ethically and confidently reach your customers. Contact us today About our expert Ben Rothke, Senior Information Security Manager Ben Rothke, CISSP, CISA, is a Senior Information Security Manager at Tapad, a part of Experian. He has over 25 years of industry experience in information systems security and privacy. His areas of expertise are in risk management and mitigation, security and privacy regulatory issues, cryptography, and security policy development. Ben is the author of Computer Security – 20 Things Every Employee Should Know (McGraw-Hill), and writes security and privacy book reviews for the RSA Conference Blog and Security Management magazine. Latest posts
Experian kicks off the AdTech year at CES What better way to jump-start start 2023 than a trip to Las Vegas for the Consumer Electronics Show (CES). Our team was thrilled to participate in this annual kick-off with the AdTech community. The uniqueness of what CES has become for our industry can be defined as the intersection between technology brands, digital, television, and AdTech. CES creates the space necessary for marketing and advertising leaders to collaborate to drive rewarding outcomes for the year ahead. Our goal in attending CES was to connect with our partners, clients, and industry leaders to build relationships, form strategic plans, and listen. The opportunity to learn about our industry’s challenges and goals enables us to develop initiatives, drive success, and support our clients and partners. Keep reading for our 2023 CES AdTech recap. “I have been to CES too many times to mention the number; this year was as energetic, collaborative, engaged, and effective as I can ever recall. Our presence was first-class and meticulously organized, which made our interactions as robust as possible. It's a team effort, and we appreciate all the work that goes into this event. “ – Greg Koerner, Vice President of Digital Advertising Sales Our CES AdTech recap Supporting publishers and advertisers is top of mind for us. Many of our conversations focused on the technologies we deliver or collaborate with our partners to provide. Clean rooms and activation were two common themes throughout our discussions. Clean rooms Consumer privacy, regulatory requirements, and data deprecation are driving the AdTech industry to talk about and explore clean rooms. There’s a need to address data collection, storage, analysis, and sharing. Clean rooms are a potential solution that can standardize data and address interoperability issues. Activation In 2023, we predict that digital activation will increase. We continue to see increased demand for environments where alternative identifiers are being transacted (like demand side platforms and video). Social platforms will continue to experience volatility and advertisers will shift their focus to demand-side, video, and supply-side platforms. Download our 2023 Digital audience trends and predictions report to learn where you should activate your audiences in 2023. We can help plan your 2023 digital activation strategy. How we support clean rooms and activation Our Consumer Sync and Consumer View products support these areas and can help you understand people better–so you and your customers can connect with confidence. What is Consumer Sync? Consumer Sync, our consumer identity product, enables signal agnostic collaboration across marketers and technologies, bringing together digital devices, IDs, households, and attributes. Consumer Sync’s Resolution and Collaboration solutions can help you gain a better understanding of your consumers and make identities actionable in any environment. What is Consumer View? Consumer View, our data discovery product, offers marketers a robust, privacy-first understanding of their customers and prospects. Grounded in consumer identity, Consumer View provides the data foundation to engage consumers where, when, and how they want. Consumer View’s Audience and Attribution solutions provide expansive coverage so that you can fill in the gaps to better understand your prospects. Additionally, our collaborative efforts with strong partnerships across the clean room ecosystem and with our activation partners help our clients serve the best ads, at the best times, to the right audience. “CES is back and was a great way to kick off the new year! We were able to meet with a high volume of clients to eagerly talk about building new solutions for the TV space. We are excited to see where these conversations lead in the next few months.” – Ali Mack, Senior Director of TV Advertising Sales Let’s navigate what’s new in our industry, together We can help you connect with your consumers in innovative, impactful ways. Contact us to continue the conversation and learn more about our Consumer Sync and Consumer View products. We can help you take advantage of the opportunities on the horizon.
Tap into our collaboration with ARF’s DASH study for one-of-a-kind TV audiences Understanding the importance of aligning campaigns with the media usage habits of consumers, Experian Marketing Services has partnered with The Advertising Research Foundation (ARF) and its DASH (Device and Account Sharing) universe study to create an innovative solution for marketers and advertisers. A leading industry organization dedicated to furthering the scientific practice of advertising and marketing, the ARF conducts independent research and assists in establishing rigorous standards of practice. Its 400+ members include leading marketers, media companies, advertising agencies, and research and measurement firms. What does DASH data reveal? The ARF’s DASH study was developed with National Opinion Research Center (NORC) and seven industry sponsors, including Experian. DASH measures, in granular detail, how American households and individuals connect to and consume TV, use digital devices, and interact with and share streaming media and eCommerce accounts. DASH also contains a cohort of repeat respondents to uncover the dynamics of complex media actions, such as cord cutting. DASH produces an unbiased, nationally projectable data set, which, when combined with Experian's Marketing Data enables the creation of one-of-a-kind audience segments based on TV, media, and device usage at scale. In addition, pairing DASH data with Experian Marketing Data yields insights for industry partners that unlock how consumers engage with media and technology across their devices and eCommerce accounts. How do we make DASH audiences – and why? By combining the ARF’s DASH data set with Experian Marketing Data, we developed one-of-a-kind TV audiences that reflect how viewers interact with digital devices and eCommerce accounts. We have created this resource so our customers can align their marketing campaigns with media usage. These audience segments also yield insights that help marketers reach their audiences with the right messages and content. “Television viewing behavior has undergone a massive transformation, making it challenging for advertisers to reach their target audience and optimize frequency. These audiences give advertisers invaluable tools for managing their campaigns in an increasingly fragmented environment.” – Doug McLennan, Director of Product Management, Experian Explore our DASH audiences to advance your digital and TV ad campaign strategy TV usage and viewing behavior audiences These audience segments allow marketers to reach unique and targeted viewers, like frequent streamers or those who watch exclusively on larger screens. Ad Avoiders Ad Acceptors Household/Family Viewing – Co-Watchers Household/Family Viewing – Co-Watchers with Children Household/Family Viewing – Co-Watchers without Children Household/Family Viewing – Solo Watchers TV Enthusiasts – Paid TV High Spenders Viewing Device Type – Screen Size – Small Viewing Device Type – Screen Size – Large With our new TV audiences, you can target viewers with precision, accuracy, and confidence, enabling you to maximize your marketing efforts. We are excited to offer these new segments and look forward to continuing our work with the ARF to develop new resources that help you connect with your target audiences. “DASH has established itself as a reliable and unbiased calibration set – a “true North” – for media measurement. Our collaboration with Experian puts the power and precision of DASH in the hands of marketers and advertisers as well.” – Paul Donato, Chief Research Officer, ARF Our DASH audiences can be found on the shelf in your demand-side platform of choice for easy accessibility, with availability across all offline and online channels. Connect with us to learn more. For more information on our partner ARF, visit www.thearf.org.