This article highlights one of the challenges facing marketers looking to target mobile users in real-time - recency data (data that gives marketers the ability to identify and segment consumers based on how recently they have visited) in a third party situation is not made available quickly enough to be actionable. In the world of mobile, consumers are on the move and their interests or objectives are fleeting. They are quick to make decisions if an opportunity presents itself (on more inconsequential purchases, at least). In these situations, marketers need to move fast to push advertisements to these consumers in line with the interests they are displaying. Companies like Google, Facebook and Amazon are able to do this because they own their own data. But for third parties on demand side platforms (DSPs), the technology does not yet exist that allows them to react quickly enough - they often have to wait several days or weeks to appropriately digest the data and act on it. The implications for digital marketing are substantial here, and may help explain why companies like Google and Facebook dominate so much of advertising revenue - because they own the data and allow marketers to react to demand quickly. If technology can be implemented to level the playing field, advertising dollars and focus can disperse to more parties and change how big of an impact those two companies (and Amazon) have on our current digital experience.
https://adexchanger.com/data-driven-thinking/old-data-holding-back-mobile-marketing/
No comments:
Post a Comment