In recent years, programmatic has contributed to the evolution of advertising targeting. Thanks to the DMP (Data Management Platform), it is possible to refine the accuracy of campaigns and thus make them much more efficient. These platforms also improve data availability and allow the creation of more efficient algorithms. This makes it easier to send a message at the right time, to the right person, in the right place, while reducing advertising costs.
As the SEB group has already deployed a data driven targeting strategy, I had the opportunity to know the data strategies used in media campaigns. As the digital service is very active in these subjects, I participated in the implementation of Google DoubleClick for media data and the implementation of dashboards analytics to improve the data-driven vision. Seb being an advertiser with many products, I have participated in media activation projects for which data was at the heart of concerns.