Programmatic audiences are a targeted group of users connected through similar online behavior patterns. These online behaviors can be tracked based on user purchases, website visits, time spent on specific searches, and more.
By utilizing features of programmatic audiences, brands can directly target groups of people that share similar interests. The huge advantage to marketers to access data and target their campaigns to the most relevant consumers presents the future of the digital advertising reality. Segmenting a specific campaign and directing it to those interested is a way to step up ensuring the success of a carefully crafted marketing campaign.
There are examples galore. Giving people who buy yogurt, targeted yogurt ads. Sending flight deals to those who have open flight history browsers. Emailing information to users who have expressed interest in sample sales in the neighborhood.
These targeted moments, and little directional shifts of specific campaigns are the way to capture potential sales. Utilizing programmatic audience data helps companies invest their money, time, and resources into campaigns that will provide the biggest ROI for their marketing strategies.
Datonics has offered programmatic audience data for over a decade and is a pioneer of this novel approach. We now have a breadth of datasets linked to 110M household IP addresses in North America and specifically designed for highly desirable channels such as CTV, social, display and more.
Datonics uses proprietary technology that is tested daily to identify the most recent IP addresses and avoids inaccurate targeting. By having this extra protection and by giving each household a unique identifier, marketing agencies can accurately direct their campaigns to their prime audience.