Tom Laband, CEO and Co-Founder of adsquare, a real-time mobile data marketplace, thinks second-party data is a missing link for understanding audiences, and that creative agencies will need to bulk up on their programmatic and data knowledge in 2017.Second-party data is the missing piece for audience understanding:
Ask any advertiser, and they’ll tell you that connecting the dots between their customer's fragmented day-to-day life is one of the biggest challenges. Holistic audience understanding requires sophisticated data around people, context and behavior.
Third-party data secures reach and offers an eagle-eye perspective of the customer. But to ‘zoom in’ and gain a deeper understanding of consumers, marketers turn to other companies’ first-party data, which then becomes second-party data. Marketers will need to ensure that strict rules are followed when handling second-party data—it requires a secure ecosystem that protects data owners and prevents data leakage and misuse.
Creative agencies continue accruing programmatic and data knowledge:
Creative agencies face a big challenge, as consumers don’t only expect, but also demand, personalized campaigns. Bridging the gap between data and creative will be a hot topic on creative agencies’ agendas. Creative directors will increasingly make more data-driven decisions, and will invest more in adding speed, scale, and automation to the creative process through programmatic advertising. The mix of personalized creative, programmatic, and data will supercharge campaign impact and deliver unique ads to specific audiences.
Real-time marketing drives mobile programmatic growth:
‘Moment’ marketing -- or, reaching the right consumer with a relevant message at the time when they’re making a decision -- requires a real-time infrastructure, data around people and context, and dynamic ad formats especially designed for mobile. Advertisers will increasingly use sophisticated platforms with a focus on mobile and data, enabling them to reach their audience in line with their recent context, immediacy, and intent.