Truthset works with up to 20 data aggregators and when there was agreement on the same ID, the score gets higher (approaching 1) disagreement makes the score lower (approaching 0), using a form of Bayesian estimation. The math of this process was a “wisdom of crowds” approach. zero party data).Ī marketer can unpack an audience and choose just that set of IDs who are “in the good bucket”. low “truthscore”, we saw validated rates of over 70% vs. By grouping IDs into two buckets those with high vs. Working with a company called Truthset (disclosure: I am on their board of advisors), you can sort out those IDs within an audience who have a high probability of possessing the asserted attribute. But there is one other step you can take. So, choosing the right AdTech data partner would make a difference here. Even gender can vary from random (truth rate equal to national average) to 2.5 times random. I have found that AdTech third-party audiences have very variable quality, that is, the percent of IDs purported to possess a profiling attribute who actually do possess it. The marketer failed on challenge 1 (getting the segment right) and everyone looked bad as a result. The optimizers worked as they should: leveraging smart TV data, profiled their shows across all their networks, and reduced the target CPM! But the marketer saw almost no lift! Was it the optimizers? The creative? No! It was the initial segment definition.Īpplying the theory of OBM2 and targeting Movable Middles, I could immediately see that the auto marketer was targeting a consumer segment that was unintentionally engineered to not respond to their brand’s advertising and this would produce unprofitable results. I was consulting with a media company that had been asked to optimize ad schedules across their properties for an auto marketer’s “conquest” segment (those who own another make of car who never owned their cars). Related Brand-building: What Brand Beliefs Can You Really Move? When segmentation goes wrong Here’s the upside to this blog post: Marketers can do a much better job of implementing this plan with your help!
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