Finding the best audience requires marketers to use a double-sided data approach: behavioral data and profile data.
In his article on the subject Richard Kidd, VP, head of business development, EMEA at OpenX, defines behavioral data “as information relating to past consumer activity, and subsequent inferences about needs, wants, and future intent. It consists of multiple content-consumption data sources (such as site visits, video views, ad clicks, app usage, and social media interactions) blended to create a detailed view of what individual users do.”
Kidd contrasts profile data as being “based on tangible characteristics, such as consumer age, gender, ethnicity, and product ownership [often] drawn from more reliable sources – like voter registrations, censuses, and home-ownership records.”
While profile data is more accurate, it’s third-party data that’s hard to match up with trackable activity by specific people. There is the value of behavioral. Kidd notes, “Only 30-45% of cookies generated outside walled gardens – where users are authenticated by logins – can be successfully linked to offline profiles.”
In both cases accuracy and quality will improve results. His advice: To get better quality, know your partners and filter the data to eliminate people who, for example, have already purchased the product or service. Source: Exchangewire.com