Growth in programmatic buying has exploded over the last decade, and with it has come the emergence of countless data providers, each with their own bold claims and jargon. As a media or programmatic buyer, it can be hard to tell the good from the bad. Yet with ROI and client relationships on the line, selecting the right targeting partner has never been more important.
As a leading, independent provider of advertising solutions, Comscore frequently finds itself discussing these challenges with clients. We understand that in a crowded, complex programmatic ecosystem, choosing the right segments can be daunting for today’s media buyer.
Comscore’s Programmatic Playbook series offers quick and easy steps and identifies other factors to consider that will help media buyers better evaluate, choose and activate segments. Today’s column focuses on demographic segments.
Crowded programmatic exchanges can make demographic segments look like commodities – but looks can be deceiving. When it comes to demographics, even the smallest of differences in composition, scalability, and quality can have a significant impact on a campaign’s ability to break-through (or not).
With these nuances in mind, here are our four factors to consider when targeting specific demographics:
Comscore offers a robust suite of audience and contextual segments, including demographic segments. To learn more, visit here or contact us.
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