Essentially, Uncoupled Data is a Programmatic term that refers to allowing an Advertiser to use a data segment or audience for campaign activation in their own DSP.
Data Segments or Audiences can be used in multiple ways.
Activating Data across their own Advertising Inventory.
Data Segments or Audiences can be used for Managed Services Campaigns or they can be used as part of a Programmatic Campaign. This typically means that the data is used alongside the media. In the case of Gourmet Ads we would run our data across our own managed publisher base. In this scenario think of the data being coupled or connected to the media in order for it to be used. This tactic is often used to prevent data leakage.
Uncoupled Data Activation
Alternatively, to data being used on managed inventory. Data can also be used in the advertiser’s own DSP (Demand Side Platform) on their buy-side. Think of it being uncoupled or “unconnected” with the inventory or media that provided the data ie data source. For programmatic buyers that want to activate campaigns this way, the buyer needs to the data provider to enable them to access their segments.
The process is basically enabling or mapping of the data set (usually within a DMP) into the advertisers / buyers DSP. It can be as quick as an hour through to a day or two for the data to sync across. Once the data mapping and sync is complete, the advertiser can use the data to buy any inventory they want across the entire internet.
In this scenario, the advertiser can also pair the uncoupled data with their own First-Party Data doing interesting things like negative and positive targeting together with “AND” and “OR” statements to reach target audiences.
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