Audience enrichment — combining first-party data from your website with third-party data gathered from other sources to get a more complete picture of your visitors — is a hot topic right now amongst enterprise-level businesses.
Evidence of its impact is clear in channels such as programmatic, which continues to rampage through paid marketing budgets, hoovering up the dollars left and right.
eMarketer UK Programmatic Digital Display Ad Spend 2016
Being UK-based, the above overview from eMarketer struck a chord on that progress to channel dominance for programmatic within paid channels. But you can also take a look at the dominant player in audience data (Facebook) to see the impact this transition has had on its overall revenues and see where much of this spend is happening: mobile.
Facebook Mobile Revenue Marketshare Q1 2016
Paying for third-party audience data (via Atlas, say, to integrate Facebook’s audience data with your first-party site data) is a common tactic within programmatic and paid social. But less common is then leveraging that audience data to improve your other digital marketing channels.
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