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How Reliable Is Third-Party Audience Targeting?

Brands and agencies spend an increasing amount of their media budgets on targeting customers using third-party programmatic audiences. However, little is known about how well the supporting technologies (often black box approaches) and customer classifications for programmatic segments work. In our talk, we share findings from various validation tests based on globally leading panels to examine accuracy and consistency of third-party data that can be bought in DSPs and DMPs. We present (anonymous) test results from over 20 well-known data providers. In addition, we explore reasons for data discrepancies and which type of attributes seems to work better or worse for third-party targeting. We conclude our discussion with practical recommendations for media buyers and targeting.

Dr. Nico Neumann, Senior Research Analyst for Programmatic Strategy and Analytics, UniSA
Timothy Whitfield, Technical Director, GroupM

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