The Data Landscape
- Data vendors overview
- Data sources overview
- Ad Serving Enabling Data collection
- Tools for Collecting Data
- Data Overload
- 1st Party Data
- 2nd Party Data
- 3rd Party Data
- Finding Data
- Contextual Data
- Mobile Data
- Location Data and Geo–Targeting
Applications of Different Data Types
- How Data is used to Target Audiences
- Audience Segmentation
- Creating Audience Segments
- The Trade Offs between Reach and Fine-Tuned Targeting
- Aligning Advertisers Targets with Publishers Data
- Exercise: What Data Adds Value to The Sales Package
Device Graphs and Cross-Device Identity
- What You Need to Know
- Mobile Tracking: Cookies vs. Device IDs
- Device Graphs
- Deterministic vs. Probabilistic Methods
- People–Based Targeting and Data On–Boarding
- Attribution Modeling and Data–Driven Decision–Making
- Exercise: Questions for Understanding How Identity Data is Used
Data Management Platforms in Today’s Transaction Environments
- DMPs in an Automated World
- Programmatic Ecosystem Summary
- Buyers and Sellers Using DMPs
- What Happens in a DMP
- How DMPs Enhance the Programmatic Ecosystem
Preparing for the Sales Call
- Questions to Ask Buyers
- What Sellers Need to Know
- Preparing for the Sales Call
- Get to Know the “Data People”
- Job Descriptions of Your Buyers
- Exercise: Preparing the Next Sales Call
Transparency and Data Quality
- The Industry’s Call to Action
- Viewability
- Ad Impression Fraud
- Ad Verification
- Exercise: Meeting Buyer Expectations for Transparency and Data Quality
Review and Wrap-Up
- Key Take-Aways