3 Takeaways From AdMonsters' First-Party Data Playbook

A new report from AdMonsters, sponsored by programmatic platform Rocket Fuel, emphasizes the importance of DMPs and defines the basics of programmatic advertising.

AdMonsters, an association for ad operations professionals, offers helpful definitions and tidbits. For instance, the word “data” is actually plural, the report says, as well as some takeaways applicable to buyers, sellers and marketers that might occasionally get lost in the jargon-heavy world of programmatic advertising.

1. Determining quality of third-party data: Let performance and price be your guides. Within a short amount of time of putting the data to use, the playbook says, you’ll be able to tell which segments (and which providers) are working for you. And keep an eye on price because the good stuff isn’t cheap.



2. Considering the DMP: A DMP can be a great way to pipe in third-party data, integrate offline data and scale audiences, but the report says you should consider a few things before you commit to your own DMP. Ask how central audience data is to your ad business, which data management tools you feel you’re missing and whether you have the human power to keep a DMP up and running.

3. Making cookies useful today: Cookies are perceived as outdated compared to other means of tracking. After all, they don’t track in mobile apps or connected TV, two growing means of media consumption. Still, that data can be useful tracking across devices when paired with probabilistic identifiers (such as IP addresses, locations and browser settings).

Download the playbook from AdMonster here.

This month, Rocket Fuel announced its new default for its software, what it calls “people-based marketing,” which is now integrated into Rocket Fuel’s self-service DSP (demand-side platform). Additionally, the company hired long-time Salesforce.com exec Randy Wooton as its new CEO.

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