Collecting User Data in Segments for OrbitSoft DSP – a Great Idea for Targeted Advertising


There’s nothing more valuable for any modern business than data about its clients. As any enterprise grows, so does
its customer database; however, it is obvious that in order to attract clients, it is not enough to send them all
identical emails with identical offers. All clients are different, and it is logical that your marketing strategy
should not be a one-size-fits-all solution.

Personalization helps solve this issue. All clients love an individualized approach, and the effectiveness of the
sales process is very much dependent on how clearly you understand the needs of your potential customer.

Most modern internet advertising platforms offer a way of collecting data about the user and the tools for targeting
the ads toward a certain audience. OrbitSoft DSP is no exception. In addition to the typical targeting settings
(geotargeting, the user’s language, platform category, user’s device), there are also more specific settings, such
as showing the ads only to users from the remarketing list, showing ads only to those users who have converted
earlier, as well as connecting third party DMP systems.

The nature of the DSP technology as it relates to Open RTB assumes a large amount of web traffic. The inquiries for
ad viewing contain a great volume of information which could be useful for more targeted advertising campaigns.

Recently, a client working with our OrbitSoft DSP platform suggested adding the capability of collecting and storing
open-source user data, which is located in the inquiry for ad viewing, assuming utilizing the gathered data in the
future for creation of audience segments. In the future, these segments can be used when targeting advertising
campaigns. Since this type of project takes a lot of effort and touches many platform services, we decided to split
it up into several phase. The goals which we wanted to accomplish at each phase were set in such a way so as to have
a finished, working solution at the completion of each phase.

The first phase was meant to collect information about users from sites under the client’s control. In the second
phase, we aimed to simplify the data collection process, trying to gather users into segments, bypassing the
remarketing code. Finally, in the third and last phase, we want to offer the possibility of adding people into
segments on the basis of data analysis from bid requests.

As a result, after each phase was completed, we neared our final objective – to gather data about users in various
segments, and to employ this data for creating targeted ad campaigns. As you can see, there was no need to stop the
platform from functioning for extended periods of time, while losing auction bids. After the completion of the third
phase of this project, we plan to continue to expand the capabilities of this bid requests tool, as well as to
polish the user interface for a more flexible and effective control of audiences.

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