by Carolina Beltran

A few weeks ago, I read that Marin and BlueKai, a data management platform (DMP), had partnered up to offer a new targeting option that integrates first* and thirty-party data**, allowing marketers the ability to customize ads and optimize bidding by specific audience segments in search campaigns (a first), as well as display, video, native ads, and site optimization through a platform called Marin Audience Connect.

I am really excited about this announcement, the cost and opportunity it presents to partner with a DMP. If you’re a display marketer, you’re already familiar with what a data management platform is and how you use one. It’s a fairly new concept for the search marketer, so let’s step back and define what a DMP is and why you’d need one:

A DMP is a centralized data management platform that allows marketers to create target audiences based on a combination of in-depth first-party and third-party audience data.

Marketers use the target audiences identified by a DMP to accurately target campaigns across ad networks/exchanges/demand side platforms* (DSP) and measure with accuracy which campaigns perform the best across those segments to refine their media buys and creative over time.

Data Management Platforms help marketers like us accurately target our campaigns; Improved targeting can (and does) lead to improved performance.

The Marin-BlueKai partnership is the first to break the silo of audience data and search marketing, delivering audience-based intelligence for search and informed marketing across all channels. But how?

Marin Audience Connect provides metrics such as cost, conversion, and revenue by audience. Deeper insight into audience behavior using demographic, interest and in-market data is gained from BlueKai. Combined, this deeper understanding of specific audience segments, allows advertisers to adjust keyword strategy, ad copy, and landing pages to drive higher conversion rates and maximize ROAS.

Using Audience Connect, advertisers can identify the driving attributes of key metrics, and model users to find more who look like those high performing users. For example, identifying top attributes that drive conversion and bid higher for users with those attributes.

Data Management Platforms and the advanced tactics you’d need to use to fully leverage the capabilities of a DMP is not for all advertisers, but it is technology worth knowing about, especially if you are keen on increasing the sophistication of your media planning and buying.

First-party data is data from a website you own. For us, this is First-party data can include data from behaviors, actions, or interests, demonstrated across the site; data from a CRM, subscription data, social data, or cross-platform data.
Third-party data is generated on other platforms and often aggregated from other websites. Many companies sell third-party data.

A demand-side platform (DSP) is a system that allows buyers to manage multiple ad exchange and data exchange accounts through one interface.

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