{"id":2907,"date":"2023-01-25T17:44:50","date_gmt":"2023-01-25T17:44:50","guid":{"rendered":"https:\/\/solutionsreview.com\/marketing-automation\/?p=2907"},"modified":"2023-08-18T21:11:38","modified_gmt":"2023-08-18T21:11:38","slug":"how-programmatic-data-delivery-can-pare-down-marketing-budgets","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/","title":{"rendered":"How Programmatic Data Delivery Can Pare Down Marketing Budgets"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2908\" src=\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets.jpg\" alt=\"Programmatic Data Delivery\" width=\"800\" height=\"400\" srcset=\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets.jpg 800w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets-300x150.jpg 300w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets-768x384.jpg 768w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets-540x270.jpg 540w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets-162x81.jpg 162w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets-360x180.jpg 360w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p style=\"text-align: justify;\"><em><strong><span class=\"TextRun SCXW13962328 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW13962328 BCX0\"><span class=\"TextRun SCXW275158 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW275158 BCX0\">As part of Solutions Review\u2019s\u00a0<a href=\"https:\/\/solutionsreview.com\/solutions-review-contributor-guidelines\/\" target=\"_blank\" rel=\"noopener\">Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span>William<\/span><span class=\"NormalTextRun SCXW13962328 BCX0\"> Skelly, the CEO of <\/span><\/span><a class=\"Hyperlink SCXW13962328 BCX0 external\" href=\"https:\/\/causewaysolutions.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span class=\"TextRun Underlined SCXW13962328 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW13962328 BCX0\" data-ccp-charstyle=\"Hyperlink\">Causeway Solutions<\/span><\/span><\/a>, explains how programmatic data delivery can help companies pare down their marketing budgets.<\/strong><\/em><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"none\">By 2030, marketers<a href=\"https:\/\/www.marketresearchfuture.com\/reports\/programmatic-advertising-market-3134\" target=\"_blank\" rel=\"noopener nofollow\" class=\"external\">\u00a0will be spending over $137 billion on programmatic advertising<\/a>,<\/span><span data-contrast=\"none\"> tailoring messages to individual consumers in a one-to-one fashion wherever their eyes and ears are consuming information.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"auto\">What, exactly, is programmatic advertising?<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"none\">The programmatic delivery of data is defined as empowering the real-time, algorithmic purchase of advertising space. <\/span><span data-contrast=\"auto\">Using software to automate the buying, placement, and optimization of media inventory through a bidding system, programmatic arranges colossal amounts of data into target audiences for businesses and brands.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"auto\">Most importantly, this <a href=\"https:\/\/solutionsreview.com\/marketing-automation\/building-a-customer-first-data-acquisition-strategy-with-martech\/\" target=\"_blank\" rel=\"noopener\">data-driven approach<\/a> allows marketers to reach the right audience, at the right time, with the right message, through the proper channels.\u00a0 <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">This data falls into several categories:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"text-align: justify;\"><b><span data-contrast=\"auto\">First-Party Data <\/span><\/b><span data-contrast=\"auto\">is the information organizations collect from their audiences. The companies own the data because their customers provide the information\u00a0collected and created within their systems.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li style=\"text-align: justify;\"><b><span data-contrast=\"auto\">Second-Party Data <\/span><\/b><span data-contrast=\"auto\">is information made available based on an arrangement with a partner to access <\/span><b><span data-contrast=\"auto\">their<\/span><\/b><span data-contrast=\"auto\"> first-party data. This data allows access to a larger audience pool because the partner provides high-quality, first-party data that may not be available without the working relationship.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li style=\"text-align: justify;\"><b><span data-contrast=\"auto\">Third-Party Data <\/span><\/b><span data-contrast=\"auto\">is information collected outside an organization, typically collected anonymously from other entities and sold to advertising platforms. The materials come from various sources, including surveys, registration data, opt-in tracking, cookie-based tracking, public records, and offline transaction data such as loyalty cards.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">Programmatic algorithms contain robust data to expand target audiences beyond those consumers you know exist\u2014from geographical location and gender to consumer interests, likes, dislikes, past behavior, and more<\/span><span data-contrast=\"none\">. By leveraging <\/span><span data-contrast=\"auto\">programmatic data, marketers can refine their advertising strategies and improve campaign results. Knowing more about target audiences creates a competitive advantage for marketers to attract leads and convert sales.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><b><span data-contrast=\"auto\">Optimizing Marketing Budgets<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h3>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">As advertising costs continue rising, marketers can optimize their budgets using Data Management Platforms (<\/span><span data-contrast=\"none\">DMPs). A DMP is a software <\/span><span data-contrast=\"auto\">that stores first, second and third-party data for creating target audiences.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"auto\">During a real-time bidding (RTB) process, advertisers use DMP data as constructed audience segments to instruct a demand-side platform (DSP) for targeting ads.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">When advertisers upload their first-party data into the DMP, their proprietary customer information is enhanced by second-party data gathered from business partnerships, as well as third-party data. <\/span><span data-contrast=\"auto\">DMPs synch their collected information with data providers who distribute data for third parties to identify relevant audiences for ads. They find high-value prospects by using first-party data and audience segments.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">Features like &#8220;lookalike modeling&#8221; search for similar audience segments to augment the <\/span><span data-contrast=\"none\">advertisers&#8217; original target audience. These functions raise the performance of programmatic ads because the right message is put in front of the right audience, significantly improving click-through rates (CTR) and marketing campaigns&#8217; effectiveness.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><b><span data-contrast=\"auto\">Benefits of Programmatic Data Delivery and DMPs<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h3>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">With programmatic data delivery and DMPs, data silos are minimized. Often, data is segmented across various platforms, and advertisers are &#8220;locked out&#8221; of the information. DMPs allow access to <a href=\"https:\/\/www.stateofdigitalpublishing.com\/digital-platform-tools\/best-dmps\/\" target=\"_blank\" rel=\"noopener nofollow\" class=\"external\">a single, interoperable data storage solution<\/a>.<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">In addition, <a href=\"https:\/\/www.stateofdigitalpublishing.com\/digital-platform-tools\/best-dmps\/\" target=\"_blank\" rel=\"noopener nofollow\" class=\"external\">DMPs can<\/a><\/span><span data-contrast=\"auto\">:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"text-align: justify;\"><span data-contrast=\"auto\">Reduce advertising costs<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li style=\"text-align: justify;\"><span data-contrast=\"auto\">Improve reach to relevant segments<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li style=\"text-align: justify;\"><span data-contrast=\"auto\">Provide a more detailed analysis of audience trends<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li style=\"text-align: justify;\"><span data-contrast=\"auto\">Deliver better data indexing of current customer data\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">Successful ad campaigns rely on highly targeted audiences. With more refined audiences, advertising impressions are more effective. The same marketing messages can be delivered to people more likely to be interested in a product or service for more efficient ad budgets.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"auto\">For organizations seeking to optimize their 2023 marketing budgets, leveraging programmatic delivery of data and DMPs will boost their advertising performance.<\/span><\/p>\n<hr \/>\n<p style=\"text-align: justify;\"><div class=\"widget\"><div class=\"aside-card\">\t\t\t<div class=\"textwidget\"><p><a class=\"speedbump-3\" href=\"https:\/\/solutionsreview.com\/marketing-automation\/marketing-automation-buyers-guide\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-1682\" title=\"Marketing Automation Buyer's Guide\" src=\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2019\/02\/marketing-automation-bg-speedbump.jpg\" width=\"800\" height=\"225\" \/><\/a><\/p>\n<\/div>\n\t\t<\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As part of Solutions Review\u2019s\u00a0Contributed Content Series\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014William Skelly, the CEO of Causeway Solutions, explains how programmatic data delivery can help companies pare down their marketing budgets. By 2030, marketers\u00a0will be spending over $137 billion on programmatic advertising, tailoring messages to individual consumers in [&hellip;]<\/p>\n","protected":false},"author":487,"featured_media":2908,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[5],"tags":[2220,2519,2221,2218,1058,2217,2219],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Programmatic Data Delivery Can Pare Down Marketing Budgets<\/title>\n<meta name=\"description\" content=\"As part of\u00a0the Contributed Content Series, William Skelly of Causeway Solutions shares his thoughts on programmatic data delivery.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"William Skelly\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/\",\"url\":\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/\",\"name\":\"How Programmatic Data Delivery Can Pare Down Marketing Budgets\",\"isPartOf\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets.jpg\",\"datePublished\":\"2023-01-25T17:44:50+00:00\",\"dateModified\":\"2023-08-18T21:11:38+00:00\",\"author\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/#\/schema\/person\/92684cb8f538bd7eeffcc0077c303f50\"},\"description\":\"As part of\u00a0the Contributed Content Series, William Skelly of Causeway Solutions shares his thoughts on programmatic data delivery.\",\"breadcrumb\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/#primaryimage\",\"url\":\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets.jpg\",\"contentUrl\":\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/01\/How-Programmatic-Data-Delivery-Can-Pare-Down-Marketing-Budgets.jpg\",\"width\":800,\"height\":400,\"caption\":\"Programmatic Data Delivery\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/how-programmatic-data-delivery-can-pare-down-marketing-budgets\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/solutionsreview.com\/marketing-automation\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How Programmatic Data Delivery Can Pare Down Marketing Budgets\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/#website\",\"url\":\"https:\/\/solutionsreview.com\/marketing-automation\/\",\"name\":\"Best Marketing Automation Software, Tools, Vendors &amp; 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