What it is: Big data analytics tackles the toughest questions marketers face, such as measuring reach and providing customer insights via online and offline sources. The approach looks at trends across vast stretches of data, online and offline, allowing marketers to uncover patterns in consumer behaviors that might be missed when insights are derived exclusively from online data or based on click-throughs.
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Media Briefing: Publishers search for new ways to grow (and authenticate) audiences, overheard at the Digiday Publishing Summit
“[Advertisers] already pay data providers for data. So why not pay the publisher?”
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In this week’s Digiday+ Research Briefing, we examine which revenue streams were top of mind for publishers at the Digiday Publishing Summit, how TikTok is getting even more marketing spend from brands and retailers despite facing a potential U.S. ban, and how Disney is rolling out DRAX Direct, a direct integration with the industry’s largest DSPs, as seen in recent data from Digiday+ Research.
How Forbes is testing its SSPs to improve programmatic ad revenue
Forbes has been running tests with its SSPs to improve the ad tech firms’ contributions to the publisher’s revenue.