How web data is helping AdTech agencies track, and implement new advertising strategies

Digital ad placement, and monitoring, audience discovery, and real-time content creation serve as the backbone of how web data-driven advertising tech is evolving
How web data is helping AdTech agencies track, and implement new advertising strategies
Noah Kalson
Noah Kalson | Director of Brand Marketing
28-Mar-2022

In this article we will discuss: 

Digital ad placement and monitoring 

Web data enables marketing agencies and teams to see campaigns in real-time from a viewer perspective, based on their specific geolocation, and language. 

Some of the practical applications of utilizing data tech in the advertising space include:

  • Digital ad placements on specific web journals and social media sites based on location, and user preferences.
  • Building social media sweepstakes services for trendsetters, and brand accounts. This includes user posts, comments, as well as other engagement metrics. Web data collection technology enables them to scan multiple accounts while not being hindered/blocked by website rate limitations. 
  • Performing ad compliance, meaning ensuring that your advertisements follow the rules and regulations of local government agencies in an attempt to protect consumer rights. 
  • Verifying that all backlinks/affiliate links/redirects are correct, operational, and tracking what they were intended to.
  • Ensuring that the right copy and images are being displayed to the correct target audience. Especially when performing A/B testing or tailored marketing campaigns.
  • Keeping track of, and testing direct billing campaigns as well as app promotions using ASN, carrier, and mobile network targeting capabilities.
  • Competitor tracking: Collecting information on various competitor advertising campaigns in order to see which URLs and landing pages they use for specific geographies. This enables companies to improve/optimize the performance of their own in-house campaigns.

Audience discovery 

Brands utilize web data in order to discover unique audiences in their competitive landscape by scouring the web for relevant brand scenarios that can present new high potential opportunities. This includes painting a clear picture of each target audience including when, where, and how to best engage with them. Here are a few examples of how companies go about this:

Poaching competitor’s clientele 

By collecting web data such as:

  • product/service reviews
  • information published on discussion forums 
  • Or even social media posts

companies can paint a picture of groups of people that are dissatisfied with their competition’s pricing model, product quality or delivery service. These can then be used to improve your own product and pushed to the forefront of marketing campaigns. For example, reviews complaining that a childcare service is severely overpriced yet there are very little alternatives in the suburb in question. A competing company can swoop in and play off of cheap hourly rates or all-inclusive monthly packages. 

Companies can also look at audiences that engage with competitor products on social media and eCommerce marketplaces and then go ahead and market them identical/similar/accessorizing products.

Real-time content creation

AdTech companies are leveraging web data in order to create, and manage content that properly engages with audiences. For example:

  • Companies that collect currently trending news stories, creating short items, and catchy thumbnail clickbait to drive traffic to their website
  • Other businesses analyze trending images on their target platform of choice, say Instagram. And then algorithmically analyze them and utilize similar styles for retargeting campaigns, as well as a way to set the tone on their company social accounts.

The bottom line 

Having real-time access to the consumer feedback loop alongside geo-localization targeting, serves AdTech with unique opportunities to deliver marketing campaigns that deliver, and convert.  

Noah Kalson
Noah Kalson | Director of Brand Marketing

Noah oversees the brand marketing strategy at Bright Data ensuring that all marketing initiatives reflect the brand's core values. Noah has a strong background in organic marketing which helped him develop a holistic approach to marketing, branding and communication.