数据湖泊:

The Key to Taking Control of Your Data

While it might seem ideal to work with multiple partners on needs like identity resolution, analysis and data lakes in an effort to leverage the best possible providers, 在现实中, this is a flawed strategy.

It all comes down to data loss.

A separate provider strategy is, 本质上, fragmented – and by definition, data is lost in fragmentation. In fact, 30-50% of data disappears with every sync1. That’s a huge opportunity cost, one that can drive up CPM and depress conversion rates. And those figures are what marketers look to when making decisions, meaning you’re not just risking who your ads will be able to reach now; you’re risking who your ads will be able to reach in the future.

Think of it this way, 朱迪说答, vice president of technical solutions at Viant: “If you have 100 high-value customers who have already bought from you, you might reach as few as 50 of them once fragmented data is assembled.”

Maintaining that data – and keeping control of it – are key priorities of the 新开放网络, an internet that works for everyone in which marketers no longer need to accept the status quo. 利用, marketers need a DSP with consolidated software that can resolve identity and incorporate myriad data integrations, 网站访客, 接触日志, online and offline purchase data and more.

这是, they need a DSP with a direct data lake integration, like Viant’s DSP Adelphic.

什么是数据湖?

A data lake platform is a central data repository capable of ingesting and processing massive amounts of data in its native format. Marketers can leverage these platforms to make sense of billions of data points from disparate sources – fueling everything from identity resolution to campaign analytics.

While there are numerous data lakes on the market, those that aren’t directly integrated into a DSP run the risk of causing data loss during syncs, 正如上面提到的. By contrast, Viant’s data lake has a direct integration into Adelphic. It goes beyond other providers’ offerings as well, incorporating Viant’s identity graph, multiple data sources and two proprietary tools for data exploration and workflow automation.

“当你提取, transform and load data into a data lake like Viant’s, you gain access to a huge data network that enables you to pinpoint the audience attributes that are most important to you,”乙说. “That way you can deliver the best customer experiences to the right audiences.”

Data Control in 新的开放网络

There’s never been more pressure on marketers to justify their media spend than there is today. 在新的开放网络中, marketers can accurately measure the results of their advertising efforts, something on the minds of everyone in the industry.

But to accomplish this, it’s necessary to work with a partner that makes true measurement possible, especially as cookies depreciate. 这是, marketers must work with a partner that provides identity management, media activation and advanced analytics – transparently and without fragmentation.

在新的开放网络中, marketers can take control of their data. They can gain a transparent view into the bid stream. They have access to a plethora of data, both their own and that made available through integrations.

“And to make use of all that data, you need a data lake,”乙说. “Ideally one directly integrated into an identity-based media-buying solution.

“Then,” she said, “the real magic comes.”

了解更多关于 数据的湖泊 在视频中 以上.

1http://docs.liveramp.com/connect/en/match-rates.html

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