PHOENIX \u2013 Between legacy data warehouses and other consumer information, marketers are \u201cdrowning in massive amounts of data,\u201d says Art Muldoon of Amnet Group US.<\/p>\n

Given that some 80% of data is unstructured, \u201cWhat that means is we\u2019re really trying as marketers to find what are the best sources of data that\u2019s most actionable to help advertisers achieve their audience engagement goals,\u201d the Co-CEO says in this interview with Beet.TV at the IAB Annual Leadership Meeting<\/a>.<\/p>\n

\u201cIt\u2019s early stages, but on the same side of things we\u2019ve got a lot of great information that if we could structure it well we can really evolve the industry faster than we have over the last eight years,\u201d Muldoon adds.<\/p>\n

Amnet is the programmatic unit of Amplifi, which is the investment division of Dentsu Aegis Group. Muldoon had been the CEO and Co-Founder of Accordant Media, which Dentsu acquired<\/a> in 2016.<\/p>\n

There is so much data available to marketers that it can\u2019t be humanly managed and understood, according to Muldoon<\/a>. \u201cLet\u2019s understand also that data helps us across the whole advertising process. For advertisers we\u2019re trying to help marketers reach their most important audiences toward engagement that will drive lifetime value of a customer relationship.\u201d<\/p>\n

In addition to using data to better comprehend consumers, the same information can help to determine their sentiments toward privacy issues. Working with Dentsu\u2019s Merkle division \u201cwe\u2019re really focusing on structuring audiences for people based marketing that are specific and valuable to the capabilities within Dentsu.\u201d<\/p>\n

That is a two-fold process, starting with structuring the audience and identifying the best audience segment, then in real time figuring out \u201chow do you make a decision in the moment as to whether or not that appealing audience segment is available to be engaged with,\u201d says Muldoon.<\/p>\n

Amnet<\/a> also employs data to reach and engage with consumers \u201cat a tasteful frequency so that we respect consumers and also deliver the message that\u2019s most impactful for the advertiser.\u201d<\/p>\n

Asked about privacy concerns, Muldoon notes that IAB attendees\u2014from agencies to platforms, publishers to advertisers\u2014take consumer privacy very seriously.<\/p>\n

\u201cWe all value the ongoing relationship that marketers have with their customers and the consumers and the importance of respecting that relationship, making it specific and personal between the consumer and the brand and creating an environment that both we as consumers celebrate the brands that we choose to interact with and support their businesses as appropriate.\u201d<\/p>\n

This segment is part of Beet.TV\u2019s coverage of the IAB Annual Leadership Meeting 2019, Phoenix. This series is sponsored by Telaria<\/a>. Please find additional videos from the series on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

PHOENIX \u2013 Between legacy data warehouses and other consumer information, marketers are \u201cdrowning in massive amounts of data,\u201d says Art Muldoon of Amnet Group US. Given that some 80% of data is unstructured, \u201cWhat that means is we\u2019re really trying as marketers to find what are the best sources of data that\u2019s most actionable to […]<\/p>\n","protected":false},"author":17,"featured_media":59094,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7843,1],"tags":[6160,7558,7560,7853,7854],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59092"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59092"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59092\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59094"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59092"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59092"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59092"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}