These are interesting questions, and they prompted me to do some spreadsheet wizardry to find out if the benefits of third-party data are real or illusory.

To sort this out, I performed a regression analysis on the dozens of metrics and variables involved with TownNews iQ Ad Ops to see if I could uncover a relationship between revenue and targeting segments.

Just as we suspected, the data shows that compared to their non-targeted counterparts, targeted segments have significantly higher coverage and fill rates.

Great! What about revenue?

I analyzed how much revenue would have been lost if the targeted segments were filled at the untargeted rate. Good news again: The lift in revenue from targeted segments was just over 22% of iQ Ad Ops gross revenue during the month of April.

Bottom line: The revenue lift generated by third-party data far exceeds its cost. By using third-party data to create targeted segments, sites see big improvements in the areas that matter most: revenue, coverage and fill.

Contact us today to get started with the TownNews iQ program!

Ryan Ingersoll is the TownNews iQ DMP program manager.