Title

I could ask this question all the time even today. Hey, I've got a 4 year old list of 1.2 million accredited investors. Can we make a business out of this at this point? I just don't try.

MIT Study Tells You What You've Already Been Thinking: That Intent Data Isn't Working.

"Is first- or third-party audience data more effective for reaching the ‘right’ customers? The case of IT decision-makers" examines the efficacy of using first-party versus third-party data for targeting IT decision-makers in digital advertising. It presents a comprehensive study comparing deterministic and probabilistic data segments in a B2B context. Key findings include the relative ineffectiveness of third-party data and the superiority of first-party data in terms of accuracy and campaign performance. The research highlights the challenges and potential solutions for digital marketing in an era of increasing privacy regulation, emphasizing the need for marketers to adapt to a shifting digital landscape.

Article Highlights

1. Comparison of Data Segments: The article reveals that deterministic data segments outperform probabilistic data segments in digital advertising campaigns aimed at IT decision-makers (ITDMs). However, it also notes that deterministic data segments do not significantly outperform the baseline of random prospecting from a digital publisher network.

2. Inefficacy of Probabilistic Data Segments: The study finds that all probabilistic data segments performed worse than the baseline comparison from the publisher network. This underlines the limitations of probabilistic data in targeting specific B2B segments like ITDMs.

3. Advantages of First-Party Data: The article highlights the effectiveness of first-party data. It shows that targeting based on first-party demographic data and content-interest information, which publishers gather from consumers with consent, outperforms third-party segments in finding ITDMs in terms of both efficacy and efficiency.

Key Quotes

"For our context we find that deterministic data segments outperform probabilistic data segments but are not significantly better than the random prospecting baseline from our digital publisher network”.

"Targeting based on first-party demographic data and content-interest information that publishers could gather themselves from consumers (with consent) outperforms specifically-designed third-party segments at finding ITDMs (both in terms of efficacy and efficiency)".

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