How Automation and Algorithms Can Make or Break Content and Advertising-Driven Businesses презентация

Data now informs all aspects of media, on and offline. At Business.com we view every site interaction as valuable pieces of data that guide our audience and advertiser experience and ongoing product development.

Audience Data
DMP: Proprietary Finch Platform built in Mongo DB
Track every visit to tailor the experience for the audience




Advertiser Data
DSP: Krux
Data from DMP fed into Krux to accelerate and expand targeted audiences and inform media buying

Automated way of making transactional decisions to maximize a quantified outcome, such as user actions, sentiment shift, or viewability. Algorithms can be simple or hugely complex. They can use advanced math or simple rules. Algorithms can be subject to constraints like budgets, targeting, or pacing.

Content
Positive audience experience, by selecting and serving personalized content based on ongoing audience data; profile, interests and intentions.



Advertising
Increased advertising performance, by serving contextual advertising based on the interests and intentions of the audience.

Internet Content
& Digital Media

Marketing
Services

Advertising
Technology

What We Do

Planning

Ideation

Production

Distribution

Tracking

Audit

• Algorithms should not replace editorial judgment.

• Data can give a false sense of direction.

• More data is not always better.

Behavioral targeting can be valuable. It can also result in interruption-based advertising that is wildly out of context.

Contextual delivery of content and advertising, Native, is the key but you may need to sacrifice scale.