Online marketers and publishers are turning to emerging data management platforms to go beyond mere personalization and extract more revenue from website visits.
You could call it the “big data-ization” of digital media buying and banner ad trafficking, but it is much more than that, say officials at Lotame Solutions Inc., the 7-year-old provider of Crowd Control, a unified data management platform that collects, unifies and analyzes site-visit data to create and enable real-time personalization for individual visitors.
Users of Crowd Control are able to leverage the more complete picture of a site visitor’s context to serve ads that could lead to more actionable results.
Digital advertising agency Targeted Victory in Alexandria, Va., runs Crowd Control for clients that include the Republican National Committee and many other GOP-related candidates and organizations. Working from a database with information about all the registered voters in the U.S., Targeted Victory uses the data management platform to turn site visits into votes or other actions, such as donations and volunteering.
Michael Beach, who co-founded Targeted Victory four years ago, has found that beyond creating those actions, Crowd Control has the potential to change his business to deliver even more value to clients trying to reach particular individuals.
More data produces need for more content
“The data obviously is really extremely valuable in terms of just being able to narrow your targeting,” Beach said — and that, he added, is going to translate into increased demand for content or advertising that can be delivered. “So, if we had 10 people making ads in the creative process before, we are going to have 50 people,” he said. “All these organizations are going to be building up their creative capacity.”
This article is excerpted from TechTarget. Click here to view the full article.