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.