Everyone is scrambling to keep up with the constant proliferation and evolution of the digital audience platforms. These are any number of technologies connected to large publisher or aggregated audience environments that enable automated, targeted, personalized experiences to individuals (known and anonymous), utilizing insights from first- and/or third-party data. Digital marketing leaders, such as Facebook, Google, and Twitter, are just a few of the platforms whose technologies enable data-driven marketing and addressability -- at previously untouchable scale. And exchanges, such as DoubleClick and RightMedia, that allow publishers to put their audience impressions out for auction, and advertisers can bid for impressions.
Addressability at scale, as afforded by these digital audience platforms, is the foremost opportunity for competitive advantage in today's environment of the "always-on consumer." It represents the ability for brands to deliver targeted and personalized experiences at the individual level, but at massive scale. This is enabled through the application of data and analytics within the platform.
Today, through a series of innovations and acquisitions, the audience platforms are not only growing and evolving organically, but expanding in ways that will allow them to reach beyond their native publisher environments and into the broader web. This is what will drive the hyper scaling of addressability. Examples are Google's acquisition of DoubleClick; Facebook's acquisition of Atlas; and Twitter's strategic purchase of MoPub – and all their ensuing expanded capabilities.
An example of the speed and scope of these advancements is Facebook, whose progress in just two years has turned the practice of digital audience targeting on its ear. Initial Facebook advertising capabilities limited marketers to display advertising that was served based on Facebook profile data. Then Facebook Exchange broadened the opportunity, allowing marketers to bid in real time for retargeting ads, based on anonymous web browsing activity.
With the rapid uptick in mobile usage, Facebook opened up the NewsFeed for targeting, which creates a more seamless cross-platform experience. The advent of Custom Audiences changed everything by allowing marketers to use identified customer data to reach a specific set of users on Facebook, using email address, phone number, and Facebook ID to define audiences.
Within the past year, Facebook expanded its Custom Audiences solution to allow a combination of both Facebook and first-party data to be used to create models that identify look-alikes based off an initial custom audience segment for individual-level targeting. And more recently, the network announced it would begin working with third-party data partners to create even more customized targeting solutions for marketers, which will both enhance the consumer experience and create greater outcomes for brands.
Just this year, with the release of Website Custom Audience Retargeting, experiences can be linked across device, so that individuals based on desktop or mobile website activity can be matched or resumed on Facebook across the mobile, tablet, or website applications. With 1.2 billion users who consume, engage, and share, the opportunity for scale is immeasurable.
Addressability at scale, as afforded by these digital audience platforms, is the foremost opportunity for competitive advantage in today's environment of the "always-on consumer." It represents the ability for brands to deliver targeted and personalized experiences at the individual level, but at massive scale. This is enabled through the application of data and analytics within the platform.
Today, through a series of innovations and acquisitions, the audience platforms are not only growing and evolving organically, but expanding in ways that will allow them to reach beyond their native publisher environments and into the broader web. This is what will drive the hyper scaling of addressability. Examples are Google's acquisition of DoubleClick; Facebook's acquisition of Atlas; and Twitter's strategic purchase of MoPub – and all their ensuing expanded capabilities.
An example of the speed and scope of these advancements is Facebook, whose progress in just two years has turned the practice of digital audience targeting on its ear. Initial Facebook advertising capabilities limited marketers to display advertising that was served based on Facebook profile data. Then Facebook Exchange broadened the opportunity, allowing marketers to bid in real time for retargeting ads, based on anonymous web browsing activity.
With the rapid uptick in mobile usage, Facebook opened up the NewsFeed for targeting, which creates a more seamless cross-platform experience. The advent of Custom Audiences changed everything by allowing marketers to use identified customer data to reach a specific set of users on Facebook, using email address, phone number, and Facebook ID to define audiences.
Within the past year, Facebook expanded its Custom Audiences solution to allow a combination of both Facebook and first-party data to be used to create models that identify look-alikes based off an initial custom audience segment for individual-level targeting. And more recently, the network announced it would begin working with third-party data partners to create even more customized targeting solutions for marketers, which will both enhance the consumer experience and create greater outcomes for brands.
Just this year, with the release of Website Custom Audience Retargeting, experiences can be linked across device, so that individuals based on desktop or mobile website activity can be matched or resumed on Facebook across the mobile, tablet, or website applications. With 1.2 billion users who consume, engage, and share, the opportunity for scale is immeasurable.
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