Welcome to the first issue of the SpotX Catalyst, our new quarterly newsletter dedicated to all things audience data and helping media owners increase the value of their video inventory.
In the programmatic era, quality data can make or break a campaign. Faced with digital clutter and fragmentation, advertisers are hungry for any competitive edge that tells a clearer story about audience, and improves their ability to efficiently allocate future budgets. The unique data that publishers bring to the table can help advertisers do just that.
Each issue of the Catalyst will provide background, guidance, and tips on how to activate these data efforts—attracting new buyers, growing repeat budgets, and capturing the full value of each impression. We’ll speak with industry experts, track emerging trends, and highlight seasonal marketing opportunities with our leading data partners.
We hope this resource serves as a playbook for media owners to better navigate the fast-changing world of ad tech and capitalize on the transformative potential of audience data. We invite you to join the conversation and share your opinions, questions, requests, or feedback with us at any time.
VP, Strategic Partnerships
As premium video campaigns shift from open to private marketplace executions, buyers are increasingly bringing their data to the supply-side. This is a transformative shift from traditional demand-side activations, and it creates an opportunity for media owners to maximize the potential return on inventory.
We asked Kristen Williams, SpotX’s VP of Strategic Partnerships, to share more about this evolution in data enablement for media owners:
What makes audience data so valuable to buyers?
Advertisers have always looked for ways to ensure that campaigns reach the right audiences. By using first-party data and/or third-party data, publishers can package their inventory into actionable segments that improve campaign efficiency. These criteria—such as location, program viewership, or interest profile (e.g. Travel Enthusiasts)—can be a game-changer for the right buyer, and boost returns for media owners who deliver those audiences.
How do publishers activate this data?
SpotX’s demand facilitation team acts as a matchmaker, connecting buyers with relevant inventory across a wide range of private marketplaces. Through SpotX’s Audience Management Engine, publishers can pull in their first-party data from any leading DMP and make their video inventory available to data-driven buyers. AME additionally supports first-party advertiser data and gives access to third-party data marketplaces like Nielsen and Oracle.
Audience Management Engine is the core of SpotX’s data enablement infrastructure. Anchored by always up-to-date data, facilitated through server-to-server syncs with leading DMPs, AME brings together demand and supply partners to activate audience-driven campaigns across every screen and content type.
As competition in the OTT market heats up, and programmatic buyers seek greater control over campaigns, media owners can’t afford to leave any money on the table. AME enables you to convert the digital currency of your first- and third-party data into higher ad yields without the hassle of direct integrations.
During the Q4 crunch, buyers pay top-dollar for access to holiday shoppers. And because this year’s Thanksgiving arrived a week later than usual, the rush period will be all the more pivotal as consumers pack their last-minute shopping into a narrower timeframe.
SpotX’s robust integrations with third-party DMPs enable advertisers to target in-market prospects for presents or holiday travel, and even drive down-funnel sales and bookings. For media owners, there is a lucrative opportunity to tap into these data sources and reap greater value from the spending potential of seasonal shoppers in your audience.
Oracle Data Cloud: Holiday Content Trends
Use contextual targeting to capture high-value inventory on trending content. Oracle’s Contextual Intelligence technology extends beyond traditional verticals to match brands with relevant audiences wherever they might be consuming holiday content. Contextual targeting ensures that ads only appear in brand-safe environments, rooting out invalid clicks or impressions.
Electronics, Fitness, Travel, Apparel
New Year's Resolutions
LiveRamp: Last-Minute Shoppers
Deliver in-market customers around major holiday events. LiveRamp’s Omnichannel IDs are tied to thousands of data points representing millions of people and shopper types, including Amazon Prime members, Classic Holiday Movie Lovers, and Seasonal Travelers.
Retailers, Toy Manufacturers, Travel Services
US > Eyeota > Retail > Intent > Children’s Products > Toys
US > zeotap > Holidays > Christmas Travelers
Neustar: Home-Improvement Households
Personalize brand messages at the household level. Neustar AdAdvisor draws from over 200 one-to-one demographic audiences, enabling advertisers to construct granular buys based on household composition, income, and property type. Buyers can also locate consumers who have recently moved or are in-market for home-improvement products and services.
Retailers, Home Service Providers, CPG Brands
Household Composition > 2 or More Adult Males and Children
Realty Type > Condominium Property
Length of Residence > Less than a Year
Nielsen: Seasonal Purchase History
Target audiences based on their actual purchase history. Nielsen Buyer Insights collate spending across all major payment networks and 80% of credit card transactions, connecting advertisers with high-value buyers such as heavy shoppers or in-market prospects likely to switch brands. Nielsen’s integration with Gracenote Smart TV ACR Segments further optimizes video buys across digital channels by tracking actual TV viewership.
Telecom, Autos, Entertainment, Retail
Nielsen Retail > Credit Card Data > Seasonal > Holiday Shoppers > Sporting Goods
Nielsen Gracenote Smart TV ACR Ad Exposure > Auto Manufacturers > Honda > Viewers of Any Honda Ad
Nielsen Gracenote Smart TV ACR > Popular Programs > The Big Bang Theory
Tru Optik: Enhanced OTT Targeting
Over-the-top advertising combines the precision targeting of digital with the premium content of TV. But as a new technology, OTT does not rely on legacy cookies or device IDs to create actionable segments. Tru Optik solves this issue by utilizing household-level signals from CTV devices, empowering buyers to align their campaigns with coveted audience characteristics such as in-market status for a car, upscale cosmetics, or new travel destinations.
Autos, Travel, Luxury
Age, Income, Ethnicity, Presence of Children, In-Market Behavior, Entertainment Preferences
Is there a fee to use AME?
Yes. Please contact your SpotX Account Team for details.
How is the data synced?
Your audience data is synced via a server-to-server integration between SpotX and your respective DMP. A ny new audience IDs are automatically updated daily.
When using AME, does SpotX send updated or additional audience data to demand partners?
No, we do not send any new or additional information to demand partners when an audience-targeted campaign competes for an impression. For campaigns executed via programmatic direct connections, we will continue to send the DSP’s corresponding audience ID (“buyer ID” or “IFA” in the bid request) when we have a unique identifier for an opportunity.
We’ve been syncing SpotX and DSP audience IDs for years. For example, if we know a particular opportunity maps SpotX user ID “1234” to a specific DSP user ID of “4321”, we signal only the latter ID to the respective partner in the bid request. No DMP-synced audience characteristics (e.g. Democrat, female) are passed between SpotX and the DSP; your unique audience data remains protected from leakage to demand partners.
While advertisers have been buying against audience data for some time through the open marketplace and programmatic direct deals, you can now apply first-party targeting in private marketplace campaigns as well. Media owners can negotiate pre-filtered (and higher CPM) campaigns with confidence knowing that SpotX only provides buying opportunities for matched audiences.
How could the use of AME affect campaign performance?
How will SpotX subtract the DMP expense from my revenue?
Costs associated with first-party data are already included in the SpotX Platform fee. Third-party audience segments include a CPM fee that is noted in the SpotX Platform when used for targeting. For example, if you activate a segment at $1.50 CPM, you’ll need to set your campaign terms higher than $1.50 to be profitable. These charges are manually deducted from your monthly publisher payout similar to any analytics or I&A fees. Contact your Account Team for more details.
If I do not have a contract with a DMP, what steps must I take to leverage third-party data through SpotX?
Please contact a member of your SpotX Account Team to begin the process of leveraging third-party data. SpotX’s DMP relationships will allow you to access and target pre-defined user segments for an additional charge through Oracle Data Cloud, Nielsen Marketing Cloud, Neustar, and Tru Optik. SpotX provides the same competitive pricing as these providers without requiring additional agreements, integrations, or usage minimums. Your contract with SpotX may be amended to facilitate billing for these audience usage fees.