Strategy Whitepaper on Optimizing First Party Audience Data to Drive Advertising Revenue

Project Description

We are the fourth-largest radio company in the United States, owning 130 radio stations across 30 media markets.  We want to unlock the value of our first party audience data to better manage programming and advertising sales decisions, while reducing dependency on Nielsen 3rd party data.

Ad buying community is moving toward programmatic buying platforms which value targeting by audience segments that are more sophisticated than historically offered by a Nielsen/Scarborough Ranker.

We are looking for an expert with business experience in assessing the value of big data, and building a business plan for positioning our data as a strategic asset.

Data Sources

Our data sources are audience data from first party sources (registration/behavioral), 3rd party audience data sources (Nielsen, Scarborough and Quantcast). We also have lots of data as relates to our broadcast ad trafficking schedules & pricing.

Deliverable

The deliverable is a strategy whitepaper for our Senior Team that defines the landscape and recommends two to three paths that we might pursue in a marketplace now driven by Audience Insights and programmatic buying.