Seeking Alpha Uses DMP To Slice Up Its Audience Demos


Seeking Alpha features Krux client Seeking Alpha's Data Strategy 

Here's an excerpt: 

Seeking Alpha used its DMP to launch a reach extension product, Alpha Reach, in the middle of last year. Advertisers use Seeking Alpha’s first-party data in order to reach hard-to-find, small audience segments like financial advisers off-site.

Using a DMP to create audience segments and then expand valuable ones via lookalike audiences and reach extension led to a 24x ROI on its DMP investment within a year. According to Krux Chief Solutions Officer Mike Moreau, that’s on the high end of average for a DMP implementation.

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