There’s a lot of lip service in the industry about delivering the right content to the right people at the right time, but not a lot of folks are employing the right tools to make it happen successfully. So, what are the right tools and how do they work together to make “right content, right people, right time,” more than just a theory? For Andrew Beehler, Sr. Manager Programmatic & Yield Operations at Digital Trends success came for his company when his team integrated a CDP with their existing DMP to develop a better understanding of their customer based on both 1st-party and 3rd-party data. That was the theme of his talk, “CDPs and Advanced Audience Segmentation,” at Publisher Forum Portland last year.
Integrating a CDP with their DMP enabled the company to place equal focus on user experience and advertiser performance. For readers, it means better matching content for optimal engagement and for advertisers, it means better targeting and deeper engagement. Using a CDP Digital Trends is now able to package up their user base for both direct and programmatic ad campaigns, to enhance performance and further their relationship with the advertiser.
Delivering Relevant and Contextual Content, and Extremely Targeted Ads No Longer Has to Be a Challenge
When a CDP and DMP are combined you get a really personalized user experience because you’re able to leverage data from web behaviors, social conversations, campaign activity, call center CRM, demographics and mobile apps and connected devices. Once you mix all of those data sets together and sprinkle a little AI and machine learning on top for some prediction modeling, then you’ve got a recipe for success. There’s a circular loop of data, with one informing the other to bring about the best experience for both readers and advertisers. And this is data that can be used across all business functions.
Beehler suggests that the CDP is only as strong as the data you feed it or how you use it, so he recommends:
- Enhancing your data layer
- Properly categorizing your content
- Tracking your user’s journey through your property
- Dedicating an internal owner
- Using your CSM
Right content, right people, right time isn’t a myth afterall
