In our first post in this series, we explained the history on why marketers covet personalization in their advertising, how ad tech has helped marketers personalize the media side, and that using CMPs for creative are the missing piece. Today we will outline some examples of how a CMP can help achieve 1:1 Marketing.
Using a CMP in conjunction with DMPs, DSPs, or both has distinct advantages for advertisers and publishers alike, allowing for customized content based on audience segmentation, location data, and media type. There are three main use cases for CMPs in 1:1 marketing.
Advertiser + CMP + DMP
A DMP allows advertisers to identify different audience segments based on first and third-party data. Segments can be super-specific, like auto intenders, travel enthusiasts, or left-handed acrobats; or they can be broader, like whether the user is male or female.
A CMP allows advertisers to build and deliver different creative to each segment. From there, messages can be tested to see what creative resonates with them. For example: do middle-aged male auto intenders prefer ads featuring a Camaro or a Tahoe? Do they prefer cars that are red or gray? Custom content makes for more than just clicks; it acts as a gateway to meaningful, personalized communication with customers.
Advertiser + CMP + DSP
If DMPs answer the question of “who,” then DSPs tell “where.” A DSP shares essential information about which publications are running ads, along with specifics about where those ads appear on the page; this means ads can be tailored not just to the reader but also to the page. This is important because an advertiser might want to feature different vacation packages in ads for travel enthusiasts who are reading USA Today versus those reading The New York Times. By coupling this insight with third-party audience data such as user location, a DSP can inform media and creative in tandem, maximizing the impact of this 1:1 approach.
Advertisers using DSPs also may want to change the creative of an ad depending on where it appears on the page. Maybe one variant gets better results when it’s placed at the bottom of the page instead of the top. That’s a surprising result, but not an impossible one—heatmap research has shown that while many users tune out content below the fold, their attention spikes again at the very bottom of the page.
Advertiser + CMP + DMP & DSP
This is it: marketing’s Holy Grail. By targeting creative messaging with maximum precision, the powerful combination of CMP, DMP, and DSP brings advertisers as close to their dream of true 1:1 as anyone can get. Using audience data from the DMP, advertisers can customize hundreds of different ads within the CMP, varying everything from the background image to the call to action that the end user sees. They then serve up these personalized ads across their DSPs—but the real impact comes from what happens next. As the campaign runs, the DSPs and CMP channel their results back into the DMP, which continues to influence the ads created in the CMP. The result? A feedback loop that optimizes ads in real time, translating user behavior directly into media and creative changes.
These are a few main examples of how CMPs can help in the 1:1 Marketing process. Next time we will outline five tips for actualizing everything explained so far. If you’d like to read the eBook, in its entirety, check it out here!