Advertisers are always looking for ways to improve the targeting and effectiveness of their campaigns. One strategy that’s gaining popularity lately is using curated private marketplace (PMP) deals, allowing advertisers to buy premium ad inventory in a private auction environment. But how do data providers and PMPs work together to make PMP advertising more successful?
What is a private marketplace (PMP)?
Advertising PMPs, or private marketplace deals, are a type of programmatic advertising where advertisers and publishers negotiate and set up a direct deal between themselves to buy or sell advertising inventory in a private auction environment. In PMP deals, publishers can make their premium inventory available to a select group of advertisers, who can bid on it in a private auction using demand-side platforms (DSPs). These private auctions typically offer higher-quality inventory and a more targeted audience than open exchange auctions, which are accessible to all advertisers. However, traditional PMPs had their limitations, including often being limited to accessing inventory from a single publisher group.
Audigent takes PMP advertising to the next level with SmartPMPs
Audigent’s key differentiator is that instead of activating audience data from the DSP, which is the industry standard, they integrate directly with supply-side platforms (SSPs). By taking this route, audience data and inventory from hundreds or even thousands of publishers can now be packaged together into a single deal ID / SmartPMP. SmartPMPs empower media buyers with the ability to access and buy against unique, customizable data segments on premium curated publisher inventory in combinations that otherwise would not have been available.
Activating data via the supply-side also enables supply-side optimizations. This means that instead of simply being a data provider, Audigent plays an active role in the success of media buyers’ programmatic campaigns by optimizing toward performance goals in coordination with demand-side buyers. The result is the full alignment of demand- and supply-side technologies for the first time in programmatic.
SmartPMPs drive campaign performance
Audigent performance data compared to the programmatic open exchange:
How Experian and Audigent partner in PMP advertising
Experian and Audigent collaborate using Consumer View audience data. By supplying valuable insights into users’ interests, behaviors, and demographics, we help advertisers create more targeted and personalized ad campaigns with Audigent. This can lead to higher engagement rates, greater brand awareness, and increased conversions for Audigent and Experian clients.
By activating Experian data via Audigent SmartPMPs, advertisers unlock the ability to reach highly engaged users across premium, curated inventory sources on key channels like connected TV (CTV), display, video, and more.
Unlock the potential of programmatic advertising with us
Our strategic collaboration with Audigent is transforming the programmatic advertising space. Our partnership enables our customers to tailor their ads directly to their desired audience. This elevated personalization results in higher conversion rates and optimized campaigns for superior ROI performance.
Contact us for more information about our digital audience segments on the Audigent platform. To learn more about our partner Audigent, visit www.audigent.com.
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Whether it’s a result of the sky rocketing costs of razor blades, the increasing popularity of Movember or a general trend among Hollywood’s leading men to sport some scruff, it seems that facial hair hasn’t been this en vogue since the mid-70s. Whether you love it or hate it, shaving is big business and any rise in beardedness can shave significant revenue from the bottom lines of companies catering to men’s grooming products. As proof, CPG giant Proctor & Gamble recently announced that its second-quarter earnings were negatively impacted due to the growing preference among men for mustaches and beards. For years, Experian Marketing Services has been measuring the grooming habits of men for marketers via our trusted Simmons National Consumer Study and a recent analysis of the data shows a slight, yet clear, decline in the use of shaving products and an increase in the percent of men sporting facial hair in recent years, especially among the younger demographic. According to our estimates, 17 percent of all men and 35 percent of young men ages 18 to 24 have facial hair today, up from 14 percent and 31 percent, respectively, since 2009. That said, most men with facial hair at least occasionally use shaving products, like shaving cream, disposable razors, razor blades or electric shavers. In fact, the vast majority of all guys (94 percent) still use at least some shaving products, and that number has remained virtually unchanged in recent years. There is, however, a sizable and growing share of young men who are going all wooly mammoth and steering clear of shaving products all together. Specifically, 15 percent of men ages 18 to 24 today say they don’t use any shaving products up from 13 percent in 2009. As younger men’s beards fill in and they move into more professional occupations, most are likely to throw in the (hot) towel and pick up a razor, as evidenced by the fact that only 5 percent of men in the next-oldest age bracket (25 to 34) don’t shave. But the growing bearded trend among young men is hair raising nonetheless. Another trend worth monitoring is the declining frequency of use of shaving products overall, which clearly reflects the increasing popularity of the two-, three- or five-day beard. Among the 67 percent of all men who use shaving cream, for instance, less than a third (29 percent) say they use it seven times a week or more often (the equivalent of a daily shave). On average, men today use shaving cream only 4.3 times per week down from 4.5 times per week in 2009. Young men use shaving cream only 3.3 times a week on average, down from 3.6 times in 2009. Frequency of use is also down among the 36 percent of men who use an electric razor, a popular grooming tool for bearded men who wish to keep things a bit more tame. In fact, just 27 percent of men in the electric razor set say they use it seven or more times a week. On average men use an electric razor 3.7 times per week, down from 4.0 times per week in 2009. On the bright side, Proctor & Gamble, in their latest earnings report, said that despite bad news for their facial hair business, they see potential to offset losses with the increasing popularity of body-shaving by men. And they may have a point. Based on 52-week trend data from our Hitwise online search intelligence tool, searches for “manscaping,” a modern term used to refer to the shaving or trimming of excess body hair, are up a relative 14 percent in the past year.
Once upon a time, the Chief Marketing Officer (CMO) was primarily focused on their company’s branding efforts. They spent a lot of time thinking about things like look and feel, messaging, ad buys and what their competitors were up to. Of course, those are all still important components of a CMO’s job description, but the role has changed – expanded, really – over the last five or so years. The ongoing proliferation of devices in the hands of empowered consumers requires that CMOs understand things like consumer behavior, channel and device preference, triggered messaging and much more. They must have expertise in various technologies, real-time analytics and, oftentimes, be change agents who move their organizations toward a more customer-centric business model. Today’s CMO must know how their customers want to interact with their brand, then build messaging and execute campaigns that create engagement and ensure ongoing brand advocacy. In a newly published predictions piece: “#7for14: Seven ways digital marketing will change in 2014” several of Experian Marketing Services’ leaders weigh in on the changing role of today’s marketing heads. Check out prediction #1 – Challenges of the CMO and prediction #6 – The CMO as technologist to see more.
CASL will come into force in phases starting July 1, 2014 The information below should not be considered legal advice. Please consult with appropriate legal counsel before relying upon the compliance information provided below. As of December 2013 both regulators responsible for implementing Canada’s Anti-Spam Law have finalized their regulations. Industry Canada’s guidelines confirm all but one of the expected exemptions, provide needed clarifications to key requirements and delay implementation of the more controversial aspects of the law. Over the past two years we have been updating you on CASL’s developments and efforts by industry groups to address unclear or onerous aspects of its proposed regulations. With Industry Canada confirming all but one expected exemptions and providing detailed guidance in its Regulatory Impact Analysis Statement, marketers should now have an easier time preparing. Here is a summary of key points for Industry Canada’s final regulations: i. CASL will be implemented in three phases: a. The majority of CASL comes into force July 1, 2014; b. The rules that apply to computer programs will come into force January 15, 2015; and c. The private right of action takes effect on July 1, 2017. ii. Industry Canada has provided interpretive guidance on several issues under CASL, including: a. The definition of a "CEM"; b. The application of CASL to express consent obtained before CASL comes into force; c. The application of CASL to IP addresses and cookies; and d. The interaction between the unsubscribe requirement and implied consent. iii. New exceptions have been added for: a. Closed platforms, which would appear to apply to platforms such as BlackBerry Messenger and social medial networks; b. Limited-access accounts, where organizations communicate directly with recipients (e.g., online banking); c. Messages targeted at foreign persons; and d. Fundraising by charities and political parties. A surprising exclusion of the ‘Reasonable Knowledge’ exemption In its draft regulations, Industry Canada sought to exempt foreign senders in instances where the sender could not reasonably know that the message would be received in Canada, particularly when the recipient does not typically access email within Canada or through Canadian systems.[1] However, in its final rulemaking the Department chose to nix this exemption as “unnecessary,” choosing instead to exempt messages routed through Canada into a foreign state. [2] This omission may create challenges for marketers in situations where it’s not possible or practical to collect country of origin information.[3] We expect further clarification on this concern from Canadian regulators in the coming months. For detailed information please visit the Canadian Government’s informational website. For summary information please see the following links: http://news.gc.ca/web/article-eng.do?nid=798829 http://blog.deliverability.com/2013/12/canadas-anti-spam-law-casl-is-now-a-done-deal.html http://www.cauce.org/2013/12/canadas-anti-spam-law-coming-into-force-june-2014.html If you would like to discuss CASL’s email-related issues, please email us at digitalprivacy@experian.com or reach out to us through your account teams. [1] Archived http://www.gazette.gc.ca/rp-pr/p1/2013/2013-01-05/html/reg1-eng.html [2] See Limited Exclusions section of Industry Canada’s Regulatory Risk Impact Assessment, http://fightspam.gc.ca/eic/site/030.nsf/eng/00271.html [3] If a consumer uses a global inbox provider like Google a sender will be challenged to determine where the email is accessed. And since reverse IP geo-location records may be outdated or inaccurate, new technologies and customer self-identification processes may be needed.