Datonics
Introduction
In an ecosystem full of emerging data providers, Datonics pioneered the path of empowering programmatic platforms with high-quality data. They provide over a decade of expertise in web browsing data and have merged this specialization of identifying online hand raisers with offline actions. Datonics has an internal device graph that's tested daily against deterministic datasets with 95% accuracy, including in cookieless environments, as well as ingredients from 500M cookies, 250M MAIDs, and 200M hashed emails, Datonics is one of just a handful of data providers that is self sufficient for the changes to cookies and IDFA.
Market Differentiators
- Cookieless Technology: Datonics' parent company holds over 100 granted patents related to digital advertising. These patents and the accompanying technology are being licensed by some of the leading AdTech companies today, including a solution for identifying, targeting, and attributing cookieless Safari users.
- Privacy: The transition away from the cookie has been fueled by consumer concerns about privacy, so any future solutions must be built on a system of transparency and consent. This is not the first time the AdTech industry has been under scrutiny for privacy oversight. As retargeted ads became more widely adopted, Datonics' parent company was the first AdTech company to publicly call for a process that clearly communicates to consumers and provides the option to opt out of retargeting. Several years later, with mounting pressure from the Obama administration, the AdTech industry developed the AdChoices icon.
- Direct Integrations: The majority of data vendors rely on third parties for their data distribution, and many are available in only a select few DSPs. Datonics' data distribution dates back to before 2010, in the nascent stages of real-time bidding (RTB). Datonics built the direct pipes into these DSPs, allowing us to send data with lower costs that are passed on in their pricing to advertisers, as well as the ability to customize audiences with speed and without intermediaries.
- Raw Ingredients: A critical element in a data provider’s ability to adapt to various cookie replacement solutions is their ability to access the ingredients required to power each solution. These inputs include first-party cookies, MAIDs, email hashes, IPs, and more. With all of these inputs and more at their disposal, Datonics is prepared to enable data in any category of solution.
Characteristics
Supported Platforms
- Web
- Mobile Web
- Mobile App
Geographical Availability
- United States
- Canada
Vertical Specialization
- Shopping Intent
- CPG
- Food & Beverages
- Electronics
- B2B
- Technology
- Home & Garden
Data Taxonomy
As a Basis customer, you have access to Datonics' syndicated taxonomy within the platform as well as the ability to add and create custom segments specific to your requirements.
Syndicated Taxonomy
Datonics has two groups of data:
- Web Browsing Data: Data derived from online observations on publisher websites including shopping sites, product review sites, search comparison engines, vertical content sites. This group of data is classified on a one-to-one basis and non-modeled. Categories include Search, Intent, Life Stage, Behavioral, and more.
- Specialty Data Partners: Datonics has cross-device enabled direct distribution into leading DSPs and DMPs. This provides data from industry leaders in the following niches under the Datonics brand at the most efficient price points: B2B, Demographic, Brand Affinity, Visitor Location (POI), and Past Purchase.
Custom Taxonomy
Segment Creation
Send a segment creation request to the team at Datonics. They will confirm that the segment is approved or denied (reasons for denial listed below.) Do not request segments for small geos, such as for a handful of DMAs, as there will be no scale. Datonics suggests targeting all of the United States. Include the following information in your request:
- Segment Name*
- AdvertiserId*
- Flight Dates*
- Estimated Impression Range*
- Keywords (via Excel)*
- Match Type (Broad or Exact)*
- Geos Targeting*
* indicates a required field
Expected turnaround for creating a segment is 2-4 days, with additional time to ramp up – ideally, segments should be created as early as possible.
Datonics considers the following areas to be sensitive:
- Pornography
- Health-related issues
- Violence
- Hateful content
- Legal issues
In particular, Datonics is sensitive about avoiding negative user experiences. For example, a keyword term such as "car crash lawyer" has a negative connotation, but "law office," "legal advice," and "litigation" are more acceptable. General cold and flu and OTC are typically acceptable, but Datonics always suggests you send your keyword lists and describe who the advertiser is so they can review on a case-by-case basis.
Segment Addition
The process of segment addition is automated. As soon as the segment is created by Datonics, it will be automatically added within Basis in a few minutes.
Pricing
Syndicated audiences range from $0.25 - $1 CPM
Custom: $0.70 CPM
Methodology
Datonics was one of the first companies to help publishers monetize their audiences off their websites and today, they receive web visitor signals from tens of thousands of publisher sites. They collect the online keyword interactions on these publisher pages and classify the users into relevant segments on a non-modeled and one-to-one basis. Datonics sources B2B, demo, brand affinity, location and past purchase data from the leading providers in these categories. Using their bulk buying power and the demand that they are able to drive to their sources, Datonics distributes the same high quality data that advertisers are accustomed to under the Datonics brand, at the most efficient price points.
Data is refreshed on a daily basis.