Since 2009, Google has personalised all search results, with social signals playing an increasingly important role. Demand Side Platforms (DSPs), plugged into audience science tools, mean that display ads can now be targeted at individual impressions, based on a predicted user profile. And since earlier this year, the use of cookies has been regulated by the EU. How are these three things connected? What do they mean for marketers? And is any of this a good thing? This presentation aims to find out.
38. 1. Collect confirmed data 2. Prediction modelling 3. Segmentation
Statistical models are built to
predict “true male” across all 600 Segmentation for balance of
~ 5,000,000 profiles
attributes reach and precision
39. Average
Cost Per
Segment Bookings Media Spend Revenue CPM Booking
Booking
Value
Prospecting 52 $13,408 $28,261 $1.37 $260 $548
Prospecting –
64 $9,898 $48,082 $3.88 $154 $747
3rd Party Data
Total 116 $23,306 $76,343 $1.89 $201 $658
Source: Google