Data management platforms (DMPs) are typically used to facilitate behavioral targeting. Segments are usually defined manually, and the resulting data quality therefore depends not only on the quality of signals, but also on choices made in segment definition. These choices include factors like signal recency, frequency, or strength. For some segments, data quality can be increased through shorter recency windows – this is typically the case with segments capturing purchase intent. Someone searching for “Ford dealership” yesterday is more likely to be in-market than if the search happened a
...more
