Within Google and Facebook’s walled garden there exists a spring of eternal customer data. It babbles with insights, we are told — transparent and fresh and people-based as far as the eye can see. But alas, it’s not to share. Only the two giants have a key.
For the tens of thousands of marketers out there stuck buying ads through this omnipotent duopoly, which controls over 50 percent of online ad revenue, there are no deep insights. They pay money, but they can’t see their audience and can’t build deeper relationships. That is, until now.
If the consortium is successful, however, programmatic will rely less on cookies and enter a new people-based era that finally gives marketers their own beautiful garden to play in. Here are three ways programmatic is becoming truly people-based.
1. It’s vastly more efficient.
With people-based marketing, brands will finally get to connect authentically with consumers at scale. Their advertising will become as personal as their marketing through owned-media. That’s because they’ll be tying people’s identities to their cross-channel activities and can finally stop displaying the wrong ads to the wrong people. Likely, there will be fewer ads, more targeted ads, and a greater ROI on each.
Brands will enjoy:
– Lower ad fraud
– Greater efficiency of spend
– More accurate cross-device targeting
– Better management and attribution
2. It’s allowing for greater personalization.
People are multifaceted and only people-based programmatic can treat them as such. For example, who you are at work is different from who you are at home, which is different from who you are under deep, deep stress. And each of these data points is completely scattered.
Online, you may have visited publisher sites like The Atlantic or Buzzfeed. Offline, you may have visited the supermarket, a pet store, and a big box retailer.
Today, to brands, you look like five different people. But if we add a people-based element and start using a deterministic identifier such as email — which people use to log into everything from websites to supermarket rewards programs — we can tie you back together.
People-based programmatic is the marriage of these adtech and martech data sources so that advertisers recognize, and can treat, you as the unique individual that you are in every context — and market to you accordingly.
3. It’s eliminating the human-selection bias from owned-media.
Well, if owned-media is so great, why don’t we just use that? That’s a great question with two answers: Programmatic provides greater reach and it’s less prone to human bias.
With programmatic, a network of trusted publishers and advertisers can meet to securely exchange data on individuals. And, unless your brand is bigger than Time or Condé Nast, that’s probably a larger audience than you had lying around in your CRM.
Programmatic also removes the human-selection bias that creeps in when marketers choose lists, personas, and segmentations by hand. For example, if you told me that one segment wore beards and checkered flannel, I’d keep sending them emails about bikes and coffee. It might not be true, but I can’t help it. Programmatic algorithms, on the other hand, can. They’re far more unbiased in their delivery of marketing messages and get the right ones to the right people within each of those segments.
If we get people-based programmatic right, the benefits are enormous. We’ll safely extend one-to-one relationships with consumers to the open web and democratize identity. Marketers will finally be able to stop waiting around for that gosh darn handwritten invite to the Googleplex or 1 Hacker Way — they’ll no longer need it, because there’s a new garden to play in and it will be bursting with useful insights.