Blis – big data, location targeting and what we actually do
Digital marketing has become a science. Marketing is often seen as a creative process, filled with the wittiest ads or the most engaging campaigns.
But with the explosion of digital marketing, a slew of advertising technology platforms are now available to help media buyers derive the best ad purchasing decisions in real time
That’s what we specialise in here at Blis.
Whilst we are known to most as an adtech company with location targeting abilities, we also work with massive amounts of big data across platforms and devices, to secure the best consumer intelligence and serve the most relevant ads. But the question in many minds is how exactly does Blis work? What are our key technologies and how do we actually target audiences? This is what we will explore in this post.
Big data for location targeting
Digital marketers can only make smart decisions – reaching out to relevant audiences with their messages – when there’s data and insights to inform their marketing plans.
Blis recognises this demand. We process up to 80GB of data an hour (that’s almost two terabytes a day), and then add a contextual layer of location data to provide brands with in-depth knowledge of their target audiences.
Blis derives data from several sources to achieve this. We work with leading Wi-Fi networks, big data firms who gather intelligence from several outlets and publishers who are able to share a variety of consumer online behavioural data.
To help advertisers, we look closely at the following consumer patterns to derive behavioural insights.
- Type of location
- Type of device
- Time of day
- Length of activity
- Publishers visited
- Publishers visited
These snippets of information all form a bigger part of the jigsaw which enables us to create comprehensive data pictures of relevant brand audiences.
Our platform categorises consumers into segmented profile groups – students, affluent professionals, sports lovers and more – based on their socio-economic data and location behaviour, which we can then target. For instance, a hotel network might want to target business travellers across devices (mobile, tablet and desktop) with their high-end accommodation packages, or a football club might want to reach sports and football lovers on mobile who are known to frequent football stadiums.
These ads are served in various formats – be it standard display ads, Rich Media, videos or interstitials– it’s heavily dependent on the objectives of the ad campaign.
At the same time, we take user privacy very seriously. There is no single record of an individual, as all are assigned unique user IDs when we identify behavioural patterns.
Big data has made digital marketing smarter, but an important problem persists today. There is a deluge of location data – some of which is highly inaccurate (for instance, 10,000 data points identified at the same time within 1 square metre where a server is hosted), but still included in the decision making process.
Blis carefully shares only accurate, useful data and runs a series of algorithmic checks to ensure this. Whenever publishers and data companies send information, we validate the data accuracy by cross-referencing it with our own proprietary data, compiled over the years from advertising campaigns we’ve run. Blis’ technology also weeds out inaccurate location data – discarding data points with less than 8-metres precision.
At the core of our services, Blis provides a self-serve demand-side platform (DSP) for digital marketers, essentially a tool that helps manage multiple advertising exchanges, digital advertisements and data. DSPs give advertisers the ability to buy just the impressions they want, reducing wastage and increasing effectiveness – in fact our platform processes over 200,000 impressions a second!
Marketers will undoubtedly find more value in the ability to target the right audiences on the best platform at the most appropriate times, which is what Blis strongly believes in. We have the right tools and expertise to facilitate the process, so feel free to reach me and our team at firstname.lastname@example.org for any questions.