Through its collaborations with premium publishers across Pakistan, Brainchild Communications Pakistan (BCP) has built a 2nd party data hub. For over a year, the world’s largest media planning and buying company has been experimenting with 2nd party data and a mix of Google’s Display & Video 360 (DV 360) and Oracle BlueKai.
BCP has perfected a data-backed targeting process that has increased click-through rates for a variety of digital advertising campaigns, working with clients such as Mondelez and National Foods.
DV 360 has provided BCP’s programmatic team with different options to optimise campaigns by using automated technologies for robust reporting. For a campaign with Mondelez, BCP’s programmatic team used a 2nd party database – a first for any advertiser or agency in Pakistan – to give a highly targeted audience with high student affinity data sets.
BCP’s team was able to analyse, adapt, and pivot the complete process by using DV 360 for all programmatic display buying. Bluekai in order to activate the power of programmatic media buying coupled with the precision of a data management platform.
Advertisers and agencies will need to start using a mix of data solutions and targeting technologies that tap into owned consumer data sets, including 2nd party data platforms and a data management platform, as data depreciation becomes a reality.
“As part of our mission to become Pakistan’s greatest data hub, BCP has worked with over 20 data partners in Pakistan, including some of the country’s major local publications like Hamariweb and Urdupoint,” stated Farhan Khan, BCP’s CEO. “Our hub has over eight million known users across over 400 different segments,” says the company.
With the exception of Google, Facebook, YouTube, and Amazon, Hamariweb and Urdupoint are the top publisher websites in terms of daily active traffic, which is why they were chosen as data partners for the BCP data centre at the outset.
“The BCP programmatic team helped us grasp the benefits of second-party data partnerships, which we’ve learnt help advertisers and agencies enable better customer lifecycle communications,” said Abrar Ahmed, CEO of Webiz Media (Pvt) Ltd, which owns Hamariweb.com, the industry leader in publishing. “This has given us a chance to stand out in the future.”
The programmatic team at BCP actively engages the largest publishers in Pakistan to help them adopt sustainable business practises, explore new revenue streams, and improve the quality of their contribution to the media ecosystem, including providing diversity, equity, and inclusion (DEI) guidance within a data ethics framework, in order to provide a data hub with quality audiences.
According to Alexa data, UrduPoint.com is the second-largest independent publisher in Pakistan. “As publishers have scrambled to understand issues around data, BCP has helped us tackle these issues from within, providing outside-in support and acting as a sort of ethical compass,” said Zaki Baig, Head of Business at UrduPoint.com.
source: Brecorder
