Although the comScore data helped form the basis of the brand's viewability and audience delivery guarantees with publishers, augmenting it with a DMP made it more prescriptive.
“We had three years’ worth of data that showed where all of this fraud was coming from, but without having a DMP like Krux in the mix, that comScore data was not necessarily something we could use this proactively,” Dumford added.
ConAgra estimates that as a result of its work with comScore, DoubleVerify and Krux, it has reduced its exposure to nonhuman or invalid traffic by as much as 50%.
ConAgra also uses Krux to improve cross-device media and creative sequencing. The CPG giant knows, for instance, which consumers engage most with its brands’ websites, or which products are most redeemed with digital coupons.
First-party data becomes a lot more meaningful when it’s synced back to its DMP and combined with third-party survey data or second-party publisher data.
Dumford thinks Krux’s deep-seated relationship with publishers is a competitive differentiator in a sea of DMP-DSP hybrids. As is its Krux Link system, which connects data owners like publishers with data buyers through a blind match.
“Through their publisher relationships, they’re able to get this single view of a consumer,” Dumford said. “For instance, they would know when someone who logs in on three different devices is the same person using Spotify or Pandora. Therefore, when we see somebody across several different devices, we know it’s the same person when we do cross-device mapping.”