KEY NUMBERS

92

In a survey conducted in 2020 by NewVantage Partners, 91.6% of executives said investment in big data and data analytics is increasing, and 87.8% said there is more urgency to invest in these technologies. Lotame.com

11b

Vox Media's Forte service, strengthened by the merger with New York Media, offers marketers access to direct-to-consumer relationships at nearly every passion point. They have 12,000 custom proprietary ad units, representing a data set of 11 billion impressions in the past three years and brand KPI performance against considerations such as colour, action words and video lengths. Vox

3

Three ways to make data actionable:

1. Targeted audience segments are a big opportunity: A key step for publishers is to build “off-the-shelf” audience segments that can be sold directly to advertisers.

2. Elevate new biz: Include data in RFPs. Publishers should build a customised response to advertiser RFPs with audience data.

3. Never leave out second-party data: There are multiple ways data can be sold, either directly to another company through a second-party data exchange, or through a programmatic data exchange. Second-party exchanges are particularly popular because they're private marketplaces to buy or sell data one-to-one to another company versus an open environment. StreetFight