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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We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections. Here are five key insights to consider. 1. Build on trust with first-party data Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules. Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns. 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Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes. "Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don't necessarily need to own all of it but have a clear rationale and strategy about where you're using which data sets."Paul Frampton, CvE 4. Utilize advanced measurement tools for smarter decisions Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts. With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible. Learn how Swiss Sense measured marketing outcomes using Mosaic® "We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we've introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads."Luc Dumont, Madhive 5. Adapt quickly to stay competitive The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities. Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies. "Falling behind is not really an option. 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Signal loss: A rich appetizer of alternate ingredients As traditional cookies crumble, marketers need fresh ingredients to keep the flavor coming. Already, about 40% of browser traffic doesn’t support third-party cookies, and marketers are spicing things up with first-party data, alternative identifiers like Unified I.D. 2.0 (UID2) and ID5, and contextual targeting strategies. In fact, 50% more of our clients received alternative IDs (UID2, ID5, Hadron ID) in their Digital Graph in 2024 compared to 2023. The number of alternative IDs resolved to individuals in our Digital Graph increased by 30% year-over-year – as everyone looks beyond the cookie jar. There is no secret sauce to replace cookies. Instead, expect a multi-ID recipe that brings together different identifiers, unified by an identity graph. This approach turns a fragmented pantry of data into a cohesive meal, giving you a complete view of your customer on every plate. 2. 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