Maximizing Data Marketplace Revenue
As a data seller in the Data Marketplace, consider the strategies listed below to maximize revenue.
Note
The Data Marketplace is a neutral marketplace and does not publish a contact list or facilitate proactive introductions. The Data Marketplace will reach out with any inbound requests.
Core Strategies
Segmentation
Be open to standard segment (public offerings) and custom segment (allowlisted) requests, and make sure to implement a clear segment naming convention to ensure transparency for buyers
Data Methodology
Teach the Data Marketplace team as much as you can about your data methodology:
Who do you collect data on, and which third parties do you partner with for data collection or is it all first-party data?
Which signals are used as qualifiers for segment membership?
Is the data offline or online?
Is the data collected at an individual or household level?
Is the audience known or inferred, and are your segments expanded through lookalike modeling?
Who are your competitors and what are your competitive advantages?
What types of marketing initiatives is this data ideal for?
What verticals are covered?
Can you provide samples of most heavily used or niche segments?
Can you provide a list of key clients and case studies?
Craft a Sales and Marketing Strategy
To gain traction within a neutral marketplace, craft a sales and marketing strategy and speak with as many Customer Segments as possible to maximize the chances of your data being distributed and used:
Speak with platforms to discuss ways they can make the data available to any non-blocklisted buyers. Platform Teams and Business Development Lead, Account Executives, Sales Planners, and Traders.
Whenever possible, speak with brand and agency teams for advertiser-specific deals to gain optimal traction. Agency teams that manage multiple brands (i.e., ATDs) are also a great target to achieve broader adoption. Publishers should also be targeted since they use data to fulfill media campaigns and data-enabled programmatic offerings:
Agency Teams: Planning Teams and Agency Trading Desks (i.e., Cadreon, Affiperf, Xaxis, RUN, PHM, Amnet, Accordant)
Client Direct: Brand and publisher contacts
Keep Your Data Updated
Marketers always want fresh data, and no one wants to buy last year's data. To stay competitive in the marketplace, we recommend refreshing your data at least once a month. Depending on the type of data you are supplying, you may need to refresh your data more frequently so campaigns do not suffer from stale data.
Get the Message Out
Create a winning set of Marketing Material including Case studies highlighting success, one-pagers as leave-behinds, decks for presentations, and whitepapers and distribute across your content channels.
Leverage LinkedIn: Publish articles with case studies included + use sales tools to create connections
Create a Facebook page to generate followers
Post content with AdExchanger or eMarketer
Attend Industry Events and Conferences to network in-person
Content Marketing
Paid Search to drive site traffic
Be Both Reactive and Proactive
Reactive: A platform could have demand (on behalf of an advertiser or upcoming RFP) and may request data. Be ready to ensure these opportunities aren’t missed due to processing delays.
Proactive: Stock the shelves with a taxonomy that showcases your dataset. No need to send everything you have, start with 25-50 segments.
Flat Fee Deals
We are seeing increased demand for monthly flat-fee pricing options for use of data in measurement, analytics, modeling and targeting use cases and can manage paperwork and billing to enable All You Can Eat (AYCE) deals.
Caution
Flat fee rate cards are not supported in Connect. Please submit your rate cards in our submission form.
Refine Criteria for Segment Membership
Find a balance between freshness and scale:
Signal: Determine which events qualify a user for segment inclusion. For example, what actions classify a user as In-Market? Adding to shopping cart? Comparing products? Searched for pricing?
Frequency: Determine how often events for segment inclusion should occur. For example, how many times does a user need to add a product to their shopping cart to be classified as In-Market?
Recency: Determine look-back window for time since the qualifying event occurred. Typically, the more recent the user has performed a qualifying event, the better.
Growing Your Audience
Audience Extension
If you wish to expand smaller seed / niche audiences to increase scale, consider lookalike modeling through a LiveRamp service provider to add new high indexing users to your audience. See "Data Marketplace Audience Extension with Lookalike Modeling" for more information.
Pricing Model: % of Revenue (minimums may apply)
Use Cases: More scale for Targeting initiatives
Partners: TruSignal, V12, PushSpring, Connexity, Audience Solutions
Reach Extension
If you wish to reach your existing audience across more devices to increase scale, consider adding in probabilistic matching powered by integrations with LiveRamp partners to grow audiences by up to 2x.
New Initiatives
New Segment Combination Capabilities
We released new features in Customer Profiles that allows our Data Marketplace buyers to overlap and combine first and third-party data before activating. This capability will boost demand for your data and we encourage data sellers to enable this functionality.
Understand the overlap of first-party data and Data Marketplace data to better inform audience planning and encourage data buys
Fulfill a crucial need of marketers by allowing them to combine segments (using the Boolean “AND”) in LiveRamp before sending it to a destination
Lead generation and marketing of your data to our top advertisers and buyers
Potential revenue from the activation of the data
Shorten the sales cycle as advertisers can understand more about your data upfront
Many clients view this capability as essential to their decision to choose a data partner and not allowing your data for overlaps will result in missed opportunities
This is not an analytics license to third-party data. LiveRamp is simply providing a snapshot of third-party data overlaid with first-party data that cannot be exported
Any activation of data outside of this new feature will still occur via your standard Data Marketplace agreement, and your standard rate card will apply
Have your Using the LiveRamp Community PortalCSM create a case in the to have your account permissioned for this functionality.
Once enabled, you can enable and add segments of your choosing by using the "Opt-in for Customer Profiles" column when updating a Data Marketplace taxonomy file.