Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Imagine a platform that can ingest, bid on, report on and optimize unstructured data. This is what James Moore of Simpli.fi discussed at this month’s Digiday Publishing Summit.
The task of imagining might be made easier if you understand what unstructured data is: It includes all of the data that’s used to build audiences on- and off-property, from the technical aspects of how users are consuming content (device, OS, etc.) to the keywords that are helping them find it. All of this can tell you a lot about a person.
Most companies engage in some form of segmentation (which Moore says often results in stereotyping). Once consumers are put into a segment, however, all of that unstructured data is often abandoned. Moore discussed how Simpli.fi’s platform can identify which types of data are working the best and the worst and adjust campaigns based on findings.
After all, what’s working today may not be working tomorrow. “When our campaigns are successful, we know why.”
See full video of his talk below.
Tech Talk with Simpli.fi: Visible Data, Visible Results from Digiday on Vimeo.
More from Digiday
Digiday+ Research Subscription Index 2025: Subscription strategies from Bloomberg, The New York Times, Vox and others
Digiday’s third annual Subscription Index examines and measures publishers’ subscription strategies to identify common approaches and key tactics among Bloomberg, The New York Times, Vox and others.
U.K. retailer Boots leads brand efforts to invest in ad creative’s data layer
For media dollars to make an impact, brands need ad creative that actually hits. More CMOs are investing in pre- and post-flight measurement.
From lawsuits to lobbying: How publishers are fighting AI
We may be closing out 2025, but publishers aren’t retreating from the battle of AI search — some are escalating it, and they expect the fight to stretch deep into 2026.
Ad position: web_bfu