The term ‘big data’ has been at the forefront of many marketing talks and articles lately. So what is this ‘big data’ everyone is talking about and why is it so important for publishers?
As per Wikipedia, “Big data is a term for data sets that are so large or complex that traditional data processing application software is inadequate to deal with them. Challenges include capture, storage, analysis, data curation, search, sharing, transfer, visualization, querying, updating and information.”
Big data marketing applications include market and customer insight and predictive analytics (smartinsight.com). Predictive analytics can be used by companies in order to analyse their audience, to drive revenue and increase their sales. Marketers and publishers alike know the importance to understand their audience and clients in order to make better decisions and target the correct people. But with the increasing amount of information, the complexity of the task has increased.
In May 2016, Forbes announced its partnership with a B2B predictive analytics firm, 6sense. They are now able to offer advertisers important information about their viewers. They are also able to identify at what stage of buying process the potential clients are, which allows the advertisers to show the ads corresponding to that stage (pubexec.com). With that type of insight, publishers are able to show marketing messages corresponding to their users’ preferences.
Publishers equipped with the right tools, can now target their audience with different content, corresponding to what they know of that person. Publishers can deliver articles of the highest interest for that particular person. This will in turn generate more satisfaction from their readers, who will come back for more.
The use of big data has also provided publishers with a new tool for selling their ad inventory: programmatic advertising.
Programmatic advertising is the “automated buying and selling of digital advertising through centralized computer-driven ad exchanges and related databases and management platforms” (Thenextweb.com). In the programmatic process we find the ad exchanges (DoubleClick, open x, Ad Tech), the data management platforms l(Adobe1, Core Audience), the demand side platforms (or DSP’s like MediaMath, DoubleClick or AppNexus) and the supply side platforms (Open X, AppNexus).
Programmatic advertising allows advertisers to target not only sites but audience based on demographic information, behaviors, context (content read by the user) intent and location.
So to summarise, the use of big data and predictive analytics offer publishers a way to target the right audience with the right content, offer better quality ads to their clients, and automate their ad space sale.
Caroline Pourteyron – Head of Operations