Data management platforms (DMP) often offer third-party data that you can match against the cookies or mobile device IDs of users you’re targeting. This outside data helps you add more attributes for that user, for better ad or content targeting.
The problem, though, is whether the outside data is any good.
DMP Lotame has now announced an exclusive partnership with market research firm Survata to rate that data with user surveys by those segments. The companies say this pilot of Segment Validation is, to their knowledge, the first of its kind.
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.