Right Media Understands the Importance of Meaningful Data

Data Providers: A Primer

Data providers are changing the advertising landscape by focusing on who sees ads rather than where ads appear.  Here is how it works: When consumers go to certain web sites, the page places a tag (or “cookie”) within the browser – tracking that a particular browser visited a particular site.  In some cases, a data provider (which can also be described as a data “collector”) pays the web site for the ability to do this.  The cookie enables the data provider to follow consumers and track their online “behavior.”

Web sites and data providers leverage the collected information to segment consumers into groups.   Once the group is large enough, data providers can sell to advertisers the ability to target that group. Advertisers use this technology to serve ads that they think a group of consumers will want to see.

Trends Among Data Provider Companies

• Data providers are playing a key role in accelerating the shift of advertising dollars from traditional media buys to online media.  Data providers help mitigate the unpredictability of advertising campaigns by giving marketers the insights to target the consumers they need to drive more sales. 


• As marketers shift from targeting relevant content to targeting relevant audiences (independent of content), there is a greater emphasis on identifying and aggregating online users into specific buckets or “segments.” 


• As more data providers enter the market, the need to provide unique, differentiated audiences is increasingly important.  Standardization and consolidation will be needed as the data marketplace becomes increasingly fragmented. 


• Data providers need increased transparency, including information such as how their data is being targeted, data effectiveness, and the rate of return to the publisher.  This information helps data providers build and price their segments more accurately.  It also can help validate assumptions that certain audience segments are more responsive to particular ads than others.

Right Media and Data Providers

The Right Media Exchange can help facilitate relationships between buyers, sellers and data providers. We are working on features designed to offer data providers enhanced reporting, transparency, and liquidity.  When completed, this feature will give data providers the ability to share specific audience segments to their Exchange partners, control pricing, and assess usage and performance.  Buyers will be able to target audience segments that data providers have shared with them.

Our strategy is to embrace the partner choices of our customers by aligning closely with the digital advertising leaders and innovators.  To learn more about partnership opportunities with the Right Media Exchange, please Contact Us.