Krux solves the problem by embracing an open market, where participating companies can browse or sell their own data to others.
MediaMath monetizes the volume of data a client uses or charges a subscription.
While AdRoll’s leadership discussed the pros and cons of selling access to the pooled data, Berke said when brands buy data and services at an extra cost, it inflates the media portion of the campaign budget.
The different models also reflect different client rosters. MediaMath’s co-op consists of about 300 companies, but is more focused on enterprise clients. AdRoll has 3,000 participants, mostly SMBs, who want to improve their targeting for free, even if it means exposing their own data to a shared pool.
Although Berke noted that with 3,000 participants, none of which represent meaningful segments of the data, there aren’t concerns over competitive conquesting or special first-party data accommodations.
DataDog is a cloud monitoring service that has participated in the AdRoll IntentMap for the past few months. “We were skeptical,” said the company’s demand-generation manager, Rob DiNuzzo. “Most of our target market – very technical mid-manager, directors, system admins – have ad blockers on, and they don’t surf around and click on things.”
With AdRoll’s B2B lead-gen, DiNuzzo said the volume of inventory and leads was consistently higher than campaigns on any platform beside Google. So much so that when the company bumped up the campaign from test budgets in January, DataDog “watched it like a hawk” to make sure the leads were legitimate.
“The success on the back end is there as well,” he said. “A lot of people are converting into sales opps and sales wins.”
“We wanted to keep the value as simple as possible,” said Berke. “if you can deliver more audiences and a better data set for no cost, that’s a powerful proposition.”