Track 2 – Innovation -

Research Reveal: Surprising Insights into the Modeled Consumer Data of 6 DSPs

Monday October 9th • 2:15 pm - 3:00 pm • Room 206-207

Modeled consumer data has become the new normal for scaling media target prospects beyond known customer records and many other applications in marketing and advertising. A recent in-market study examined the variation in efficacy of modeled targeting across six DSPs that executed campaign lookalike targeting for AIG. Key learnings in this session will include:

  • Results from this first-of-its-kind DSP validation study
  • Implications of the vast differences seen in delivery between and among the DSPs
  • The path forward to bring more transparency to the science of modeled target data