Data: The Emergence of Marketplaces

Today, the great­est asset of a com­pa­ny is its data. Indeed, every brand is data rich, thanks to the data col­lect­ed on all of its prop­er­ties, dig­i­tal or not (from web­site to mobile, through its social net­works, its loy­al­ty pro­gram, its cash data, its CRM data, etc.). Once used inter­nal­ly only to improve con­ver­sions, we are cur­rent­ly wit­ness­ing a shift in the use of data, which has become a bar­gain­ing chip and an addi­tion­al source of income, through the devel­op­ment of data marketplace.

The evo­lu­tion of the use of data

Used by brands to bet­ter under­stand their cus­tomers and serve them bet­ter, data is obvi­ous­ly used to sell more, sell bet­ter, but also to iden­ti­fy new busi­ness oppor­tu­ni­ties. But, if data has long been restrict­ed to inter­nal use by the com­pa­ny itself (apart, obvi­ous­ly, for those whose job is to rent / sell data), things have now changed: the emer­gence of data mar­ket­places makes it pos­si­ble to gen­er­ate income by offer­ing its own data to oth­er advertisers.

Audi­ence Man­ag­er, the DMP of Adobe, has recent­ly launched its own data mar­ket­place. This mar­ket­place, inte­grat­ed with the DMP, puts in rela­tion adver­tis­ers and con­tent pub­lish­ers and allows them to buy, sell or exchange eas­i­ly data, as long as they use the same DMP.

Thus, a car man­u­fac­tur­er wish­ing to tar­get women aged between 25 and 40 years will be able to rent audi­ence seg­ments from a spe­cial­ized beau­ty play­er, direct­ly with­in Audi­ence Man­ag­er. If com­pet­ing brands aren’t like­ly to do this kind of exchange, this is increas­ing­ly rel­e­vant for brands with sim­i­lar audi­ences but on dif­fer­ent mar­ket. It is what brands like Star­wood and Amer­i­can Express are doing for example.

This new way to gen­er­ate busi­ness oppor­tu­ni­ties and addi­tion­al income com­plete­ly changes the game in the dig­i­tal mar­ket­ing world. The first chal­lenge is to be able to launch media cam­paigns always more effi­cient with­out the need to use data providers, whose future may seem uncer­tain. The lim­it is the need to share the same DMP, if we want to do it sim­ply. But even with­out that, this sim­ple pos­si­bil­i­ty opens up new per­spec­tives and rein­force even more the fun­da­men­tal nature of the data, but also the need to own and know how to oper­ate its own data.