BACKGROUND Accuen provides digital marketing services to over 130 advertisers including a significant number of Fortune 100 clients from the insurance, computers & electronics, and consumer goods categories. Accuen identified the following challenges while developing marketplace strategy:
Centralize campaign performance data from across all RTB and spot inventory sources
- Understand data efficacy based on cost and performance
- Create target audiences that are responsive to brand message and campaign response goals
- Manage data across 3 DSPs
- Allow DSPs to quickly utilize audiences created from 1st and 3rd party data
- Optimize data costs and buys across multiple media providers
- Enable A/B audience testing across media platforms
- Create cross-media provider analytics on the same audience
Transparency into audience composition
- Full control over audience definition and creation
Accuen evaluated the marketplace for a technology enterprise solution to help solve for these challenges and implemented a solution:
Deployed Audience Suite as a core technology component of Accuen’s Audience Intelligence Platform (AIP)
- Pay per use data regardless of media platform used
- In-house creation of custom audiences based on 1st and 3rd party data
- Created unique segments using 1:1 relationships with data providers
- Created a uniform audience and shared across selected DSPs
Single warehouse of 30+ Billion elements comprising all audience and performance data
- integration into Accuen’s Business Intelligence tool
Deployed proprietary cookie space to ensure client data privacy across all campaigns
With the help of the AIP, Accuen has seen the following results:
- Identified 225MM targetable users with capacity for 6k data elements each
- Centralized data cost and contract management
- Custom analytics for attribution, data and media performance, and optimization
- Report generation that took days now completed in 20 minutes