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Choose Wisely: Not All Data is The Same

Imagine you have a client campaign starting in a matter of days. The targets are set, and your job is now to identify the correct segments and activate the buy. You open the trading UI and begin to select third party data to add to your campaign. You stop, and come across the following:

  • Data Provider A —> Sports – Professional Sports – American Football.  100MM uniques, $0.75CPM
  • Data Provider B —> Sports – Professional Sports – American Football.  100MM uniques, $0.75CPM
  • Data Provider C —> Sports – Professional Sports – American Football.  100MM uniques, $0.75CPM

Which Data Segment Do You Choose?

Most programmatic buyers are being faced with this scenario, as the amount of data in the marketplace has swelled to an all time high. 2016 is the year in which internet advertising will surpass TV advertising. Additionally, more than half of digital ads are now being traded programmatically.

Not all data is equal, and in today’s digital world, third party data providers MUST differentiate their assets clearly and concisely against the competition in order to survive, and thrive.

Here are six key areas to consider when evaluating potential partners:


Is the data being collected via publisher sites, networks, CRMs, etc? Where does it come from? It is important to evaluate the collection process and judge whether or not this aligns with the campaign goals. 


Is the data being collected from a reputable source? Fraud and viewability are on everyone’s minds and will continue to be in the near future. Make sure your third-party data provider is consistently working to tackle these issues.

ID Graph

Are you able to activate the campaign on multiple devices? Lotame Cartographer is the people-based ID solution you need to survive and thrive. Our powerful ID graph delivers complete, consistent, and compliant data connections to power people-based marketing. Cartographer plots, clusters, and shares diverse data connections so brands and publishers can plan, activate, and analyze how they want. Find your customers and prospects around the world and make meaningful, respectful connections that last. Some data providers sell both mobile and display data, and others specialize in one platform. Make sure the third-party data you are buying matches your campaign goals. 


How open is the data provider to working with you on a custom basis? The desired segments will not always be available directly in the trading UI. The right data provider will be able to create a custom segment on the fly for your campaign. 


There is nothing worse than stagnant, outdated data. Is the data provider continuing to update their assets and keep the data fresh? The standard refresh rate sits at 30 days. Always confirm this with your provider and communicate any custom timeframe desired.        


One of, if not the most important areas to evaluate, is service. Do you enjoy working with the vendor? Do they make your job easier? Is working with them smooth and enjoyable? If not, it may be time to look in another direction.

Lotame’s Data Exchange provides high-quality 2nd and 3rd-party data at scale, and works well in meeting or exceeding expectations in all six key areas mentioned above. The LDX offers instant access to billions of data points across both traditional web and mobile devices. We have captured granular data against these cookies and device IDs from around the world and packaged it into thousands of highly curated audience segments, which are directly integrated within the Lotame’s Data Management Platform (DMP) as well as all of the major DPS, exchanges, and other media platforms. 

Contact us to learn more!

This blog post was written by Ed Leahy, Senior Data Sales Manager at Lotame