81% of agencies say they use trusted offline data to best target digital advertising, according to [PDF] survey results from eXelate. Offline data includes such sources as Nielsen and Mastercard. By contrast, 76% of networks, exchanges and demand-side platform providers (DSPs) favor custom data for targeting digital ads. Custom data refers to data created based on first party data or past performance data, modeled to create scale. 71% of marketers agree with those networks, exchanges and DSPs.
As an example of offline utility for online targeting, Nielsen in August announced Nielsen Online Audience Segments – TV, which links online and offline (TV viewing) behavior, ostensibly to more strategically align cross-platform campaigns. Among the early partners are platform providers Adap.TV, Microsoft, Specific Media, Undertone, and Videology. Read the rest at MarketingCharts.