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BizReport : Advertising archives : April 11, 2011

What audience data can do for you

Recently PubMatic launched a new on demand service for audience data, serving these bits of information in real time. Audience Data on Demand works by connecting publishers with third part audience data to better engage these consumers.

by Kristina Knight

pubmatic.pngWhat is the big deal about audience data?

"It's a combination of many things - location, past purchasing, search trends, demographics," said Eric Klotz, Vice President of Marketing with PubMatic. "All of these are valuable individually, but data companies that can combine many of them into unique segments of audiences that advertisers want."

With the PubMatic platform publishers can:

• Determine how third part data providers view audience segments
• Create new advertisers categories based on the new data
• Include advertiser RFPs that might otherwise not be accepted

The data is offered in real time, giving brands insight into what is happening now rather than two weeks or even months ago.

"Data has a shelf-life, and the more real-time it is, the more [that data] will be relevant," said Klotz.

For publishers, having these kinds of details means a bigger premium on advertising and better chance to connect consumers with relevant advertisers. I had the chance to chat with Klotz about the new offering.

"For a regional or national brand, they can better understand the different types of audiences present in different parts of the country," said Klotz. "With that information they can find what premium brand media [people] consumer online and customize their ads accordingly. Combining audience targeting with premium publishers will lead to more effective advertising."

Tags: advertising, audience data, audience targeting, online publishing, PubMatic

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