How Our First-Party Data Enhances Programmatic Advertising

Topic: Programmatic Advertising

Read Time: 5 minutes

For years, programmatic advertising has been a trusted tool for marketers to serve the right message to the right audience in real time. Using the best data possible, this automated way of bidding for ad space is designed to achieve pre-determined campaign goals across paid search, offsite display, social media, and more.

Not every ad can or should be programmatic. Direct purchases, like traditional media or high-value onsite real estate, still have a ton of value. However, programmatic shines when it comes to scale. It can be a challenge to decide where to place an ad, whether to bid up or down, and in many cases, which creative to serve at the same rate as these data-driven algorithms.

In 2024, programmatic advertising is more efficient and capable than ever. However, one fact has been true from the beginning: the data feeding the algorithm is just as important as the technology itself. 

Our data is the difference

Brands who partner with Best Buy Ads can be in more places at once more efficiently with programmatic advertising — and our first-party audience data ensures that each ad reaches a relevant consumer electronics (CE) shopper.

With over 200+ million Best Buy customers, we bring a vast amount of demographic, psychographic, membership, and subscription data to the table. It’s a winning combination: unmatched first-party CE data and cutting-edge technology from our programmatic providers.

Let’s dive deeper into two programmatic advertising pairings that we use to heighten the customer experience.

Google Performance Max

Google is one of the pioneers of programmatic advertising and Performance Max is their most advanced offering yet. Performance Max serves, analyzes, and improves ads across Google’s entire product inventory in one single campaign, unlocking the full potential of YouTube, Gmail, Maps, and more.

Add our first-party data into the mix and it becomes an extremely powerful tool for any CE brand. Essentially, a Performance Max campaign is a text, shopping, display, and a video campaign all-in-one.

Here’s an example of a Performance Max campaign in action: Many of our brand partners are eager for customers to interact with their products in Best Buy stores. With Performance Max, a Google search of a particular brand can lead to an ad in Maps that confirms product availability at the nearest in-store location. The ad will even pull up the fastest route to the store.

We’re excited about the results of programmatic pairing so far. According to data measured by Google Ads, our brand partners’ return on ad spend increased significantly with Performance Max campaigns.1

Roku Connected TV (CTV)

Our 2023 partnership with Roku marks a major win in our programmatic offerings.

Roku is America’s #1 TV streaming platform, with 80 million total accounts and 106 billion streaming hours in 2023.2 By integrating our first-party audience data into Roku’s OneView platform, we’re making programmatic CTV advertising more performance-driven and relevant.

To measure success, brand partners receive closed-loop reporting with post-campaign direct sales measurement that quantifies how each ad drove sales at Best Buy.

With daily CTV screentime projected to come within 45 minutes of linear TV this year,3 we’re excited to have our data working hard in this fast-growing programmatic environment.

Programmatic is just part of the story

Programmatic advertising is just one of the many different advertising tactics we offer at Best Buy Ads. Talk with an expert on our team today to learn which solutions are right for your brand and how to drive sales goals with CE customers.

Contact a Best Buy Ads Partner & Category Marketer

    1. As measured by Google Ads
    2. Roku Internal Data 2023
    3. EMARKETER, “Average Time Spent per Day With TV vs. Connected TV (CTV) by US Adults, 2019-2024”