Q&A with Michele Volpe, the President of Sales & Marketing at Media Source Solutions.
Can you introduce yourself and your audience solutions?
My name is Michele Volpe and I’m the President of Sales & Marketing at Media Source Solutions. Media Source Solutions is a data provider of consumer and B2B omnichannel data. Marketers can choose an audience off the shelf with our +3000 pre-built audiences or they can ask us for a custom audience which is built exclusively for them.
We’ve been helping marketers to achieve their goals for over 20+ years and we continue to innovate, introducing new products and services to match our clients’ data needs.
For example, in recent years we’ve made sure our audiences are TV-enabled for CTV campaigns. As we near the sunsetting of third-party cookies in Chrome we’ve also invested in cross-device data and cookieless audiences. Another exciting product launch for us is our data modeling and analytics service which leverages machine learning and AI algorithms to extract trends and insights from our clients’ data which enable them to optimize their campaigns.
Why have you partnered with Eyeota?
Eyeota is a market leader in delivering audience data to buyers via its data marketplace. Media Source Solutions has established itself as a leader in creating accurate audiences that drive exceptional campaign performance. Given our shared commitment to excellence, it was a natural and logical step for our two companies to join forces through a strategic partnership.
Via Eyeota, Media Source Solutions is able to seamlessly connect advertisers with our comprehensive suite of pre-built and custom audiences, enabling them to access the top-tier data they need to drive impactful and successful campaigns.
In which markets do you operate?
We operate in the United States, holding extensive audience data on both consumers and businesses within the country. Our focus is on providing valuable insights and targeting capabilities for advertisers looking to reach audiences in the U.S.
Can you discuss the importance of audience data in today’s digital advertising landscape?
Audience data is vital in today's digital advertising landscape as it enables targeted advertising, improves ad relevance, enhances campaign optimization, facilitates personalization, boosts cost efficiency, and provides valuable market insights. By leveraging audience data effectively and responsibly, advertisers can achieve better results and deliver more impactful advertising campaigns.
There are some who are wary about data-driven marketing because of privacy concerns. However, what they might not realize is that using audience data can actually enhance the consumer experience in a big way. After all, wouldn't you prefer to see ads that are relevant to your interests and needs?
When advertisers use audience data with proper consent and opt-in procedures, they can create targeted and personalized advertisements that align perfectly with what consumers are looking for. Instead of bombarding people with random and irrelevant ads, data-driven marketing ensures that individuals receive content that truly resonates with them.
How can businesses leverage data to improve advertising strategies?
We’ve already discussed targeting but it’s really just the tip of the iceberg. Data plays a crucial role in discovering trends and deriving insights. In today's digital landscape, vast amounts of data are generated every second. This data is like a goldmine of valuable information waiting to be explored.
This is one of the key reasons why we’ve launched our data modeling and analytics service. One of the products we offer is Predictive Analytics. This technique combines statistical analysis and machine learning algorithms to identify patterns in historical data and predict future behaviors or outcomes. By understanding past trends, marketers can make more informed decisions and anticipate potential outcomes, gaining a competitive edge in the market.
Reach out to our Audience Specialists at datadesk@eyeota.com