• Advertising
  • Product and Technology

Understanding Data Management in Programmatic Ad Tech [Whiteboard Videos]

Matt Kaplan
Content Strategist
3 min read
Posted on January 22, 2021

In programmatic advertising, data is the lifeblood of entire supply chain. As we’ve noted before, without quality data underpinning transactions, digital programmatic advertising would not be nearly as effective. 

But where does this data come from, and how is it processed? To dive into the many nuances of data management in programmatic, be sure to check out these whiteboard videos featuring Prajwal Barthur, VP of Products, Marketing and Advanced TV at InMobi. 

In this first video, Prajwal goes through the four main use cases for data management in digital advertising: targeting ideal customers, measurement and analytics for digital advertising campaign, segmentation and activation, and advertising monetization for publishers and app developers. 

In the second video, Prajwal goes through the common sources of data in programmatic in-app advertising such as device-level and personal identifiers, geographic data like latitude and longitude signals, demographic information like age range and contextual data signals, among others. It also highlights the different players involved with data in programmatic advertising including demand-side platforms, supply-side platforms, ad exchanges, ad networks and social media networks. Further, Prajwal discusses the main data management players in this space, including mobile measurement platforms, customer data platforms, connectors, data management platforms and more. 

In the third and final video, Prajwal goes through how data is used and processed in the mobile in-app advertising supply chain. This short video highlights how data goes from apps to programmatic players like exchanges and ad networks, and how various data management layers work to facilitate digital programmatic advertising. 

Interested in learning more about how InMobi Exchange processes and handles data, and how we’re innovating in this space? Reach out today to learn more

About the Author/Interviewer      

Matthew Kaplan has over a decade of digital marketing experience, working to support the content goals of the world’s biggest B2B and B2C brands. He is a passionate app user and evangelist, working to support diverse marketing campaigns across devices. 

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