Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
RTB is here to stay: 20 percent of all display impression purchases were made in real time. Quantcast, which got its start as a tool to provide publishers with rich audience data, discussed how to make RTB more efficient at the Digiday Agency Summit. The key is to follow three simple rules:
- You need a lot of data to be able to differentiate the signal of real viewer intent from the noise of online activity.
- You can only sift through these piles of data with smart models, algorithms that know what to look for and how to look for it.
- You must be able to activate the resulting insights at auctions in real time.
Quantcast, while working for a travel industry client, noticed that its models were targeting dentists. This unorthodox connection became clear once Quantcast dug a little deeper and realized that not only are dentists “planners” by nature, but they were preparing for a large dental convention by making travel arrangements. With enough data and good modeling, Quantcast was able to detect this trend and take advantage of it when making real-time bids.
See the full video below:
More from Digiday
Ulta, Best Buy and Adidas dominate AI holiday shopping mentions
The brands that are seeing the biggest boost from this shift in consumer behavior are some of the biggest retailers.
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.
Ad position: web_bfu