When it comes to programmatic marketing programs, the data makes all the difference. Where your data is sourced from, how it is packaged, and how it is sold to you can mean the difference between campaign success, failure, or who knows?
The 4 Things Businesses Deserve to Know
You are running a business, not just spending your time on digital advertising. To help you make better decisions, you need better visibility into the data behind every campaign. You deserve to know
- Exactly who you are targeting (no opaque, pre-packaged audience segments)
- Precisely what it costs–the data costs, the media costs, and your costs
- That the results you see are real and brand appropriate
- Why your campaign worked or why it didn’t
Why is it so hard for other programmatic platforms to deliver true transparency? It starts with the data.
Our Audience Buying Ancestors
First-generation audience buying platforms utilized opaque, pre-packaged audience segments served to bulk inventory, such as run-of-network media buys on individual sites. For example, you might buy a “Football Fans” audience segment to run on ESPN.com.
Ads on The Auction Block
While first-generation audience buying platforms were able to get an ad to an audience, they lacked the precision necessary to truly maximize value. Enter real-time bidding exchanges. In an RTB exchange, individual ad impressions are auctioned off to the highest bidder in a matter of milliseconds. Second-generation audience buying platforms, or demand-side platforms, evolved to enable this process. However, they still relied on opaque, pre-packaged audience segments to target audiences–leaving them closer to the top of the food chain, but not quite.
A New Species of Programmatic Marketing Platform
Tango Multimedia’s platform represents the next generation of programmatic marketing that uses unstructured data. Our platform enables audience targeting, bidding, optimization and reporting at the individual data element level, including recency.
Tango Multimedia fulfills programmatic promise of efficiency and relevancy and extends it by delivering deeper audience insights and complete transparency–all at the element level.
How do we do that? By Breaking the Black Box of pre-packaged audience segments.
Tango Multimedia starts with Unstructured Data
We directly access unstructured data to enable marketers to target, bid, optimize, and report at the individual data element level. Unstructured data offers unlimited opportunities for individually relevant advertising.
Unstructured data includes e-mail, tweets, electronic documents, video, audio files, web pages, and all of their associated metadata. Almost all of the data we produce in a digital world is unstructured. Yet most programmatic marketing platforms can only handle structured data, specifically the audience segment.
From the rise of targeted marketing in the late 1990s to now, audience segments were used because the technology and processing power to mine unstructured data had not yet been developed. Pre-packaged audience segments have some significant limitations in programmatic marketing including
- Data source is unknown
- No data visibility
- Limited insight into recency of intent or action
- Optimization can only occur at the segment level
A Better Solution – Direct, Unstructured Data
As audience buying evolved, so did the technologies designed for processing unstructured data. We leverage a purpose-built direct data network and a complete programmatic marketing platform specifically for unstructured data.
The result:
We break free from the black box of pre-packaged audience segments and make every individual data element, including recency, visible and valuable again.
With Tango Multimedia’s Programmatic Platform, our clients don’t select from a pre-packaged menu of audience segments. We use individual data elements like location, contextual content, keywords searched, browsing behavior, and more to create an audience and then optimize your campaign with the same element-level control.
And because we create audiences in real-time, our audiences are dynamic. As you learn more about what works and what doesn’t, your audience can evolve with your campaign, allowing you to optimize your campaign to maximize effectiveness and efficiency while gaining deep audience insights.
And because we use unstructured data, we retain the timestamp associated with every piece of data. And that means there are new rules of RECENCY.
Variable Recency
Using unstructured data, we retain the timestamp associated with every piece of data we can target, bid, optimize, and report on, allowing us to offer variable recency from instant “I-just-searched-for-those-shoes” recency to up to 30 days. That range of recency is important. Because not everyone needs to target someone who just took an action. Some marketers need to target people while they are researching a purchase. Others want to catch them at the point of purchase. And yet, others might want to time a message after a purchase or as part of a loyalty strategy. Being able to leverage recency in programmatic marketing truly makes it possible to place the right ad in front of the right person at the right time.
