201. Activating High-Intent Audiences with Ed Hackney and Trinity Lawry from Pearl Diver

and I'm glad you said that because it was a segue into my next question, which was, you know, Pearl Diver is known for data and AI as a tool for, you know, ad agencies, for in-house marketing teams.

And so a lot of the, you know, the excitement behind the consideration of sponsoring the workshop, but also shout out to your mission, shout out to the value you bring to these ad agencies is because, you know, audience is a big old deal like traders are asked to optimize constantly and they start with supplies or audiences so it goes hand in hand and so you can't only focus on supply without paying attention to the audience or vice versa and sometimes and for my friends my programmatic ninja juniors that are getting into the podcast welcome let me break it down like when When the bidding happens, you have supply.

So it's not just at a contextual level.

It's which website, what are they watching on TV, which signals is being activated.

But then there are companies, there are providers like Pearl Divers that are able to, and I'm going to use a layman's term for the sake of English as a second language for myself.

These companies are able to really translate this type of audience and segment it, categorize it, and put almost like a tag on it so that when you're logging into your DSP, into that internal DMP, you're able to see intent buyers for BMW or...

I don't know, or, uh, in market for allergy medicine, because we know that they bought Advil or Tylenol.

Well, actually that's not allergy.

What is it in the US these days? Um, Benadryl, Allegra, Tylenol.

My

HIPAA data alarm bells are going off, but we don't have that.

But we could definitely tell you if someone was looking for allergy medicine by the ads they were looking at and the sites they've been on.

And how, and you know, that's a good point.

And thank you for letting me know, because this is still a detail that's important, right? So if we skip the whole pharma and healthcare and use another example, in this case, tourism or leisure, let's say, how do we know, how do we even know if this audience is...

higher in their intent? Is it in consideration? Is it just like more probabilistic against deterministic? But can you tell us how you work with some of those ad agencies to really just give them a little bit of clarity into how they want to go about those audience targeting?

Yeah, and I guess this leans into how do you start planning an audience and who are you targeting? Are you at the awareness stage or the consideration stage? How have you budgeted for the month or the quarter, for example? A really good book came out recently by the guy that started Traxoo.

Yeah, there's a Traxoo guy.

I think it's called Future Demand where he's talking about everyone moving to... basically the consideration stage and only advertising to people there, but it's basically burning, um, your audience too quickly and means you've got no future demand

and

it's really good books worth checking out but um so you like always make sure you have you're playing in the awareness space as well as kind of the consideration space otherwise you're not talking to the customers that are going to convert in three to four six months time right um and you're basically just burning that audience really quickly and you're constantly kind of just chasing these like really um expensive leads because you haven't warmed up anybody else um so the way that we kind of like help with that stuff is obviously our modeling in the background we've got like a heap of data we collect data from tons of ssps and dsps and that's kind of behavioral data we kind of know we've got a scrape of the page that they were on when they this data point was triggered they either clicked an ad or saw an ad or they engaged with the page or scrolled down and read the content so we figure out what was on the page and We've seen the frequency that they review this kind of content.

Is it a review site? Is it a news article? What sort of contextualize the content? And then we have a heap of modeling in the background that will basically kind of like see the spike in frequency.

And

then we can kind of determine... probabilistically where they are on the customer journey.

So you kind of see this kind of research phase, you kind of see them like narrow it down.

And then there's kind of like the decision-making phase.