As consumers, we are accustomed to seeing targeted ads across our computers and devices, but the near future could see these types of ads follow us out onto the streets. As digital out-of-home (DOOH) inventory starts to be traded and managed programmatically, with Google being the most recent to dip its toe in the water, will this offer advertisers another environment in which to effectively target their audience?
As all marketers know, effective targeting is one of the keys to campaign success – but effective targeting relies on having access to rich datasets. Continuing our adtech 101 series explaining the fundamentals of all things adtech, we move on to consider the technology used to power advanced advertising segmentation and customisation– data management platforms.
The period surrounding Advertising Week has historically often been used as the stage for big reveals of new products and technology and this year was no exception, with Google announcing its much-anticipated Customer Match product which allows advertisers to match first-party data with Google accounts to enhance their targeting capabilities.