Data Costs Surpass Media Costs, Agencies Say

3/29/10, ClickZ

Advertisers often pay more for data than they do for display inventory, according to some media buyers. The emergence of ad exchanges, real-time bidding platforms, and behavioral data brokers, has turned data into an increasingly valuable component of targeted ads – sometimes more so than the media in which the ad is placed.

Speaking with ClickZ recently, VivaKi’s SVP and director, Kurt Unkel, said there “are often instances” the Publicis-owned group pays more for profile data to help target users with relevant ads, than the actual media through which those messages are delivered. Specifically, Unkel cited verticals such as automotive, travel, and finance as areas that the agency sometimes finds more value in data than in inventory.

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