IPBG Marketing Partners with Google and incorporates Zero Moment of Truth, or ZMOT, into our strategy.
Other marketing companies use the terms "RTB" and "Programmatic" loosely. We use one programmatic solution. In our opinion, it's the best. The reason is Unstructured Data vs. Segmented Data. Our network uses online activity that is in real-time and has the ability to adjust immediately, where others cannot. We utilize reporting that is far beyond CTR and Impressions. We are able to provide detailed summaries revealing domain level, mobile geo conversions, conversion by ad unit... the list goes on. It's one thing to have the ability to provide the analytics, it's another to understand the data and to use the information to execute future successful campaigns. That's our job.
Unstructured data is data in its raw form, before it is packaged up into segments or tagged with a label. It's estimated that 80-85% of data is unstructured data. The keywords we search for, the web pages we look at, the e-mails we write, the videos we watch - all of that is classified as unstructured data. That's a lot of highly detailed raw data that the early RTB platforms weren't designed to handle.
Bidding, reporting, and optimizing using unstructured data requires a platform that is built to a completely different scale than the programmatic platforms built to handle traditional audience segments. For example, on other programmatic platforms that use traditional segments, they typically only target 8 to 10 audience segments in any one campaign, and within those audience segments there is no breakdown on recency. By contrast, on a campaign using unstructured data, we typically use 1000 to 10,000 unstructured data elements, which is 100x to 1,000x the 10 segments referenced above. Additionally, for each data element, we enable targeting to 10 different recency settings. So, our platform is targeting to 1,000x to 10,000x the audience data that is used by a typical segment based platform.