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.
Latest posts
It’s no secret that the COVID-19 Delta variant is threatening holiday plans across the country. As CDC mandates change and the flu season matures, we’re asking big questions that impact businesses and marketers across the country: Will customers mostly stay at home and order online? Or will people drive to the store and fly to family gatherings? The answer is probably both—but, as we’ve learned, a lot can change overnight. And we want to be prepared this time around. While many of us make vacation plans with a “wait and see” attitude, we want firmer footing at work. To cope with uncertainty, holiday marketing strategies straddle assumptions and require agility. To protect some of the biggest campaigns of the year, marketers need the ability to: Monitor changing customer behaviors during flu season. Track marketing KPIs for campaign performance and quick adaptability. Pivot audience targeting strategy when safety guidelines change. We built Discovery Platform to give you all three so that you can execute your marketing strategy with confidence. Discovery is built on top of robust consumer data and the best-in-class Identity graph that Experian is known for. It offers turn-key activation capability to keep your marketing campaigns agile and efficient this holiday season. Here’s how you can use Discovery Platform to protect your marketing interests from rapidly changing safety guidelines. Track store traffic against competitors Discovery Platform enables Experian clients to keep a tap on their store traffic and relate it to how competitors and overall business category is doing. Monitoring these trends can help marketers adapt to changing consumer behaviors as flu season evolves. Track marketing KPIs Tracking and adjusting ongoing campaign targeting strategy remains a top priority throughout the pandemic, especially during colder, winter months. Discovery enables you to evaluate your campaign targeting strategy in relation with your loyalty card shoppers and in-flight campaign KPIs to drive higher return on ad spend and Customer Lifetime Value. With Discovery’s OmniImpact integration clients can even conduct control test measurement studies. Pivot campaigns quickly You can use Discovery’s Audience Engine integration to build and deploy custom audiences to social, digital, email and Connected TV partners. This gives you the ability to quickly pivot campaign channels once you detect changes in consumer behavior or dips in campaign performance. The sales and customer data flowing into Discovery Platform puts all the insights you need in one place to inform your team’s next marketing strategy. Watch our Discovery Platform demo or contact us to learn how Experian can help you create more effective, agile marketing campaigns for the holidays.
Email hashing was originally intended to be used as an email security feature that has ended up being a very powerful marketing tool. A hashed email is a cryptographic function that changes an email address to a random code which can be used as an anonymous customer identifier. This code is privacy-safe and cannot be traced back to the customer’s email address. However, this hashed email can function like a digital passport that traces every behavior and action a customer takes when logged into an account that is authenticated with an email, making hashed emails a goldmine for customer data. Today emails are used across traditional publishers and within the CTV ecosystem; tying them to more consumer touch points than ever before. Why the emphasis now? Cookies are on their way out the door and have been the primary way that many marketers have tracked their existing and potential customers. In order to replace this granular level of data, marketers are likely going to need multiple solutions. With so many cookieless solutions and IDs appearing in the marketplace, the mapping of the customer journey is bound to be fragmented. Relying on first-party data, such as hashed email, is just one way to reduce that fragmentation; as it can serve as an authenticated starting point for cross-device identity resolution that can be leveraged for targeting, personalization and measurement. How can Tapad + Experian help? Tapad + Experian's Hashed Email Onboarding is a privacy-safe way to connect consumer email addresses to their related digital devices and other digital identifiers through high precision probabilistic identity. By onboarding hashed emails and incorporating them within your Tapad Graph file you can: Build a more holistic view of individuals and households and their relationship to email addresses in your first-party data set Leverage these relationships for increased cross-device scale for targeting Employ personalization tactics at the household or individual level across devices Create new audience segments and look-alike models for cross-channel activation Design more inclusive measurement and attribution for customer journey mapping Tapad, a part of Experian has built a hashed email onboarding product feature that works with the existing flexibility of The Tapad Graph to deliver the most holistic consumer view, combined with the attributes you need, in the structure that works best for your business objectives. Get started with The Tapad Graph For personalized consultation on the value and benefits of The Tapad Graph for your business, email Sales@tapad.com today!
The result of epic shifts from traditional cable to streaming television, the CTV ecosystem is experiencing compounded fragmentation, making it challenging for marketers to leverage in the most effective way for both activation and measurement. Heralded as the hot new household level device for highly engaged viewers, CTV brings massive opportunities for brands to move users down the funnel and incorporate CTV into their attribution modeling post-campaign. Leveraging CTV IDs within a cross-device identity resolution strategy can yield big benefits if you know how to do it right. Check out our breakdown of today’s CTV landscape to help you better understand how and what you can leverage for activation and measurement in the streaming-verse today. CTV Ecosystems as identifiers (for illustrative purposes only) This is just a small peak at the players and complexities of CTV IDs available for marketers today, but it illustrates the need to understand what IDs can benefit your strategies and where you can use them. Addressability and attribution Not all CTV devices and IDs are addressable; or have ad slots for biddable inventory for advertisers. For example, Apple TV devices and Apple TV + are not ad supported, but could still appear within an identity graph for measurement purposes; helping understand customer behavior and habits, which can inform marketing strategies. Having a household to individual view that's as inclusive as possible can provide valuable insights. CTV identity strategy Whether or not CTV devices or apps are addressable for advertisers, they can bring immense value when leveraged as part of a holistic identity resolution strategy. As a household level device with user authentication it can provide marketers a top-down view; unlocking household:individual targeting opportunities and unification of IDs at both levels for frequency management and customer journey mapping Get started with us Tapad, part of Experian, offers CTV ID onboarding and extension to our CTV ID Universe as a part of The Tapad Graph suite of products. To learn more about how The Tapad Graph can support your business objectives through future-proof identity resolution visit Tapad.com or email sales@tapad.com to connect with a representative today.