Data Marketplace for Campaign Targeting
The Data Marketplace is an integral part of ad:personam, offering a curated collection of targeting segments that enhance the precision and effectiveness of your campaigns.
Ciro Scognamiglio
Last Update 6 months ago
This guide explores how ad:personam, powered by the advanced technology of Xandr Microsoft DSP, provides seamless access to a global inventory and data marketplace, empowering advertisers to achieve their marketing objectives effortlessly.
Introduction to the Data Marketplace
At its core, the Data Marketplace is a comprehensive platform where advertisers can find a wide array of targeting segments to tailor their campaigns. These segments are meticulously organized according to campaign templates, such as Audience, Contextual, Weather, Connected TV (CTV), Content Categories and Deals, ensuring you can easily identify and apply the most relevant targeting options.
Seamless Access to Global Inventory and Data
ad:personam stands out by offering complete access to global inventory and third-party data providers across various formats, including display, video, audio, and connected TVs. This extensive range enables you to connect with high-quality audiences and premium sites worldwide, whether your goal is to build brand awareness or drive conversions.
Targeting Opportunities Based on Campaign Templates
The Data Marketplace simplifies the process of selecting targeting options by aligning them with your campaign's objectives:
- Audience: Access detailed audience segments to reach specific demographics, interests, and behaviors.
- Microsoft In-market Audiences : are curated lists of users determined to be in market and ready to buy within a particular category. These segments are based on Microsoft’s unique intent signals, including search on Bing and user activity on Microsoft solutions. The power of search behavior indicates that the audiences have a high probability of conversion. In-market Audiences are global, and available in more than 90 markets.
- Contextual: Utilize context segments to place ads in relevant content environments.
- Weather: Leverage weather segments to tailor messages based on current or forecasted weather conditions.
- CTV: Tap into cookieless CTV segments for targeted advertising on connected TV platforms.
Cookieless Audience:The cookieless targeting options enable advertisers to reach specific audiences without relying on traditional cookie-based tracking. These segments offer targeted advertising based on household characteristics and personas, allowing for precise and privacy-compliant campaign targeting. Additionally, predictive behavior analysis segments cater to niche interests such as gaming, providing a unique opportunity for advertisers to engage with specialized communities effectively.
- Mobile: Target cookieless audience segments within mobile environments, focusing on household characteristics, personas, and contextual mobile apps categories.
- Content Categories: Choose from various content categories to align your ads with specific topics or themes.
- Curated Deals: Discover exclusive opportunities with select sellers and access premium inventory through pre-negotiated deals,
Accessing the Data Marketplace
The Data Marketplace is readily accessible both in the Planner tool and during the campaign setup process, ensuring you can integrate precise targeting options at any stage of your campaign planning.
Understanding the Data Marketplace Table
The Data Marketplace isn’t just a collection of targeting options; it’s a well-structured table that provides comprehensive information about each targeting segment. Here's what you can expect to find in the Data Marketplace table:
- id: A unique identifier for the targeting item.
- CustomSegmentType: Specifies the type of targeting, enabling you to understand the segment’s nature at a glance.
- name: Details the targeting item's name, offering insights into the specifics of the targeting opportunity.
- provider: Indicates the third-party provider of the targeting segment, ensuring transparency and quality.
- category: Classifies the targeting segment within ad:personam’s taxonomy, helping you navigate options easily.
- cpm: Displays the cost per mille (dollars) for targeting the segment. This cost is integrated into your campaign's bid CPM setup, so it’s essential that your campaign’s maximum average CPM exceeds the targeting item CPM to ensure effective bidding.
- country: Highlights the geographic specificity of the targeting item. If unspecified, it implies universal applicability across geographies.