3 ms·

I think he was saying, what value does this add for marketers (i.e. those buying the data)? They already have many ways to get users' data, and at (likely) a lo

by johnmaguire2013 12y ago

I think he was saying, what value does this add for marketers (i.e. those buying the data)? They already have many ways to get users' data, and at (likely) a lower cost.

otoburb 12y ago
Oops missed that completely; thanks for the clarification! For purchasers, the short-term value-add would be: a) another verified channel of specific user-preferences; b) potential for high-touch permissive advertising (e.g. let me pay you $0.10 so I can spam you because you have a potentially higher conversion rate due to all the extra details you let me access). Data vaults like DataCoup are in essence trying to appeal to purchasers by initially demonstrating large reach (similar to newspaper/magazine/website exposure to raw number of eyeballs), and up-sell the ability to more quickly and more accurately zone in on attractive demographics, down to the individual level, than a competing 3rd party ad-broker harvesting browser fingerprints + cookie combinations or Amazon/Google. Form example, individuals may eventually sell a list of companies they: "have bought from; may buy in the future; commit $X to buying within 90 days." Also, individuals can be made aware that prices for their information tuple assets may devalue if they specify faulty or inaccurate information (e.g. selling information stating that they would buy $X from a company in category Y within 90 days, but failing to actually follow-through). This is rather similar to a credit score, except a "purchaser" or "consumer" score may be a more accurate description. This isn't to say that everybody would choose to participate in such a program or give up such information willingly, but at least this level of hyper-personalization and ad-bidding would become available (in theory!) to both the data purchaser and the end-customer, eventually. EDIT: Data vaults all aim to become canonical ad-broker exchanges as the next step in the evolution of agency ad & media trading desks[1]. If this sounds like trading in the financial sense, it absolutely is. No coincidence that the founder of DataCoup is an ex-bond trader[2]. [1] http://www.adexchanger.com/Agency_Trading_White_Paper.pdf http://www.adexchanger.com/Agency_Trading_White_Paper.pdf [2] https://datacoup.com/docs#about https://datacoup.com/docs#about

I think he was saying, what value does this add for marketers (i.e. those buying the data)? They already have many ways to get users' data, and at (likely) a lower cost.

otoburb 12y ago

Oops missed that completely; thanks for the clarification! For purchasers, the short-term value-add would be: a) another verified channel of specific user-preferences; b) potential for high-touch permissive advertising (e.g. let me pay you $0.10 so I can spam you because you have a potentially higher conversion rate due to all the extra details you let me access). Data vaults like DataCoup are in essence trying to appeal to purchasers by initially demonstrating large reach (similar to newspaper/magazine/website exposure to raw number of eyeballs), and up-sell the ability to more quickly and more accurately zone in on attractive demographics, down to the individual level, than a competing 3rd party ad-broker harvesting browser fingerprints + cookie combinations or Amazon/Google. Form example, individuals may eventually sell a list of companies they: "have bought from; may buy in the future; commit $X to buying within 90 days." Also, individuals can be made aware that prices for their information tuple assets may devalue if they specify faulty or inaccurate information (e.g. selling information stating that they would buy $X from a company in category Y within 90 days, but failing to actually follow-through). This is rather similar to a credit score, except a "purchaser" or "consumer" score may be a more accurate description. This isn't to say that everybody would choose to participate in such a program or give up such information willingly, but at least this level of hyper-personalization and ad-bidding would become available (in theory!) to both the data purchaser and the end-customer, eventually. EDIT: Data vaults all aim to become canonical ad-broker exchanges as the next step in the evolution of agency ad & media trading desks[1]. If this sounds like trading in the financial sense, it absolutely is. No coincidence that the founder of DataCoup is an ex-bond trader[2]. [1] http://www.adexchanger.com/Agency_Trading_White_Paper.pdf http://www.adexchanger.com/Agency_Trading_White_Paper.pdf [2] https://datacoup.com/docs#about https://datacoup.com/docs#about