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.

Glos­sary:
First-party data is data from a website you own. For us, this is searchdiscovery.com. 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.