Yashi breaks down data by discussing topics including audience buying, data segments, and explaining the difference between 1st, 2nd, and 3rd party data.

1. TURNING
BIG DATA
INTO
SMART DATA

2. WHAT IS AUDIENCE
BUYING?
• Reaching people, not pages
• The direct purchase of audience segments based on data
collected for those segments
• Targeting and audience based on demographics, behaviors,
interests, and intent

3. 25,000,000,00
0,000,000,000
2.5 quintillion bytes of data produced daily on the internet*
* Source: IBM

4. BIG DATA?
NO, SMART
DATA.

5. HOW IS DATA
COLLECTED?
• Cookies record data on a user’s device
• That data is separated into segments that allow a company
to target you based on previous websites you have visited

6. • PURCHASES
• LOCATION
• BROWSING HABITS
• SEARCHES
• CLICKS
• DOWNLOADS
DESKTOP:

7. • DATA TIED TO ACCOUNTS
• LOCATION DATA
MOBILE:
• A person needs to be logged
into an account on mobile in
order for a company to target
the user with a behavioral
segment
• Mobile campaigns commonly
use geofencing and location to
target

8. WHAT IS A DATA
SEGMENT?
Types of specific data segments
• A pool of people that fall under a
particular characteristic
• Data segments can be general or
specific
• Can range from gender and age
(general) to what brand of cereal
a person eats (specific)

9. WHAT KIND OF DATA IS
AVAILABLE?
Information about
an audience that a
company collects itself.
It is used to target
returning customers
When a company uses
its 1st party data and
partners with another
company to increase its
audience
When a company
obtains big data
from a 3rd party
(like MasterCard)

10. LET’S GET STARTED
To learn how to empower your ad campaigns
with data, email info@yashi.com