As brands push more into programmatic buying, an issue is becoming apparent. They collect data in different ways, with various vendors and targets clouding the data.
B2C advertisers know their purchasers come down to a single person, in a single household. So they can develop simpler, more direct profiles that reflect who responds.
For B2B, when a user takes an action, they’re representing complex organizations with multiple people, departments and layers. That, along with decades of proprietary codes and old measurement tactics make digging deeper a challenge.
We have to rethink our KPIs to ensure we’re asking the right questions about what we want our real customers to do. Collaboration between major players would help get cleaner access to information, but they’re not showing a willingness to cooperate yet.
Doing so could create a situation where we can identify targets by profession, devices and behaviors they’re likely to take. We then match them with a universal ID allowing greater personalization and ability to attribute.
A universal ID for end-users would make programmatic buying more efficient and effective in getting the right ads in front of the right people. Creating targets we know better, that we can speak to more clearly, creating meaningful connections between brand and user. Without doing so, the risk is we continue to hide behind a wall of unsatisfying data that should be much more helpful than it is.