#ARFAxS

The Programmatic Underbelly That No One is Talking About

Charles Buchwalter

President

Buchwalter Media Consulting

Sherman Langford

Sr. Director Data Science

Oracle Data Cloud

Ted McConnel

SVP, Business Development

Lucid, LLC

HOUSTON: WE HAVE A PROBLEMData Loss and Error in the Supply Chain

OnboardingDMP

Modeling & Aggregation

Targeting Source Data

DMP Lookalike Modeling

DSP Lookalike Modeling

Cross Device Graph

25% -40% error

40% error ?

5% –70% error

5% –70% error

30% –80% error

Source: Scott McKinley, former CEO IDify

How to KnowUse a measurement called “Attribute Density”. This is the concentration of people in the audience that who claim to have the desired characteristic. For control, compare density in defined audience vs random.

Rep Sample: Toy Buyers

= NOT in Target

= In Target

Segment: Toy Buyers

= NOT in Target

= In Target

40% in Target 30% in Target

Segment is 33% better than random

for attribute: Toy Buyer. Media will

perform 33% better than random.

0%

20%

40%

60%

80%

100%

CurrentlyPregnant orPurchased

Diapers in last12 months

Not Pregnant &Have Not

PurchasedDiapers in last

12 months

0%

20%

40%

60%

80%

100%

Has at least 1Dog/Cat inHousehold

No Dog/Cat inHousehold

Oracle Data Cloud | Confidential

20% of US Households are relevant

Diapers

55% of US Households are relevant

Pets

AUDIENCE QUALITY IMPLIES RELEVANCE RELEVANCE IS WHAT REALLY MATTERS

0%

10%

20%

30%

40%% Buyers Reached

ACCURATE DATA IS THE HARDEST WORKING “MEDIA $” YOU’LL SPEND

$0.00

$0.02

$0.04

$0.06

Random DemoSegments

All Segments Model (AllData)

Cost per Buyer$0

$2

$4

$6

$8CPM

Oracle Data Cloud | Confidential

Data labels aren’t enough

10 auto audiences from ODC DMP with very similar data labels have vastly different real-world buyer concentrations

100 200 300 4000

Index of 90-day vehicle purchase rate to national baseline

WHERE TO FROM HERE?

#ARFAxS

Your Feedback Matters!Please rate this session* to help the ARF with future programming:

1. Click on “evaluation” at the bottom of the screen

2. Answer the two questions (They are multiple choice. It’s easy!)

3. If you haven’t reviewed a session you attended earlier, pleasego back to review it.

*Surveys are available on the event app. Instructions are on the back of the program guide.