{"id":2739,"date":"2018-03-20T00:00:00","date_gmt":"2018-03-20T07:00:00","guid":{"rendered":"http:\/\/powerdigitalmarketing.com\/blog\/using-programmatic-data-to-optimize-search\/"},"modified":"2018-03-20T00:00:00","modified_gmt":"2018-03-20T07:00:00","slug":"using-programmatic-data-to-optimize-search","status":"publish","type":"post","link":"https:\/\/powerdigitalmarketing.com\/blog\/using-programmatic-data-to-optimize-search\/","title":{"rendered":"Using Programmatic Data to Optimize Search"},"content":{"rendered":"

What is Programmatic Advertising?<\/strong><\/h2>\n

Programmatic is no longer just a buzzword in today\u2019s digital marketing landscape. Over the past 5 years, it\u2019s become a major avenue of acquisition and branding for both B2b and B2C brands.<\/p>\n

State of Digital<\/a> defines it as: \u201cThe algorithmic purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system. Automating the process means that it can be done in real time and doesn\u2019t rely on the human touch, manual insertions and manual trading.\u201d<\/em><\/p>\n

However, programmatic isn\u2019t completely automated. People are still a necessary part of the process. Some programmatic channels, like video or native, offer less automation than others, like desktop display advertising. And people are still crucial to making the right strategic targeting and performance optimization decisions.<\/p>\n

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The ecosystem of programmatic can be a bit confusing to understand. It involves a complex network of DSPs, DMPS, trading desks, ad network, ad platforms, etc. For the purposes of this post, let\u2019s focus on how we can target use our learnings in this field to better guide your PPC efforts.<\/p>\n

Related<\/strong>: What is Programmatic Advertising?<\/a><\/p>\n

Before we dive into that, let\u2019s review a few more key aspects.<\/p>\n

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Where Does the Data Come From?<\/strong><\/h2>\n

Programmatic is the ultimate way to arrange mass amounts of data into audiences that are meaningful to your brand or business. Data is at the very core of programmatic and marketers must understand the key differences between data types to make the most of them in their campaigns.<\/p>\n

These are the main data types:<\/p>\n

First-Party Data:<\/strong> First-party data is the data you collect and own from your own audience. As a company, you personally own this information about your consumers because it is collected and created from the systems you use. This is what makes first-party data the most powerful form of data you can own.<\/p>\n

Second-Party Data:<\/strong> Second-party data is data that is not collected directly from your customers. Instead, it\u2019s derived from a partner\u2019s first-party data. You can access this data by making an arrangement with a partner to share their customer data with you. This sharing of high-quality first-party data gives you access to audiences you might not otherwise\u00a0be able to reach. This data can be of similar quality to first-party data and allows you to have a greater audience pool.<\/p>\n

Third Party Data:<\/strong> Data that\u2019s collected by an outside entity. Third-party data\u00a0is usually collected anonymously from other entities and sold to additional platforms. Third-party data can come from a variety of places, including surveys\/panels, opt-in online tracking, cookie-based tracking, registration data, public records, and offline transaction data such as loyalty cards. The nature of this data source makes it the lowest quality out of the three but has the greatest reach.<\/p>\n

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Types of Targeting<\/strong><\/h2>\n