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BUY FASHION. TOP BRANDS: GUCCI, DOLCE&GABBANA, BURBERRY, DIESEL, ICEBERG, ROBERTO CAVALLI, EMPORIO ARMANI, VERSACE…

Buy:Arimidex.Actos.100% Pure Okinawan Coral Calcium.Accutane.Zyban.Prevacid.Zovirax.Mega Hoodia.Prednisolone.Lumigan.Human Growth Hormone.Petcam (Metacam) Oral Suspension.Valtrex.Nexium.Retin-A.Synthroid….

This should give media planners a better view of audience […….

This week comScore announced the release of comScore 360…..

Yes, RTB should make it easier for advertisers to layer on third-party data feeds and target their exact target audience. But for audience-centric buying to scale, advertisers will need some verification that the 3rd party data feed is accurate.

An advertiser can pay to target an ad to a fashion forward, 52 year old male living in New York making $150k+ a year. But how do advertisers know that the audience data they are relying on is correct? The geo-targeting could be incorrect. The consumer might have lied about HHI on the registration data that is being used. The brand’s ad might be shown the teenage daughter, instead of the father who uses the same computer. And is he the fashion forward one, or was it his daughter who was browsing on the fashion websites?

When an entertainment site says they have the best reach and composition for men 18-34, agencies don’t just take the publisher’s word for it. They rely on independent 3rd party verification, in most cases comScore, to protect their client’s investment. In the same way, audience focused buyers will need an independent 3rd party verification mechanism to determine the accuracy of the different data feeds they are purchasing. This isn’t a hot topic now, but I believe it will become very important as agencies spend more and more on audience-centric buying.

Yes, RTB should make it easier for advertisers to layer on third-party data feeds and target their exact target audience. But for audience-centric buying to scale, advertisers will need some verification that the 3rd party data feed is accurate.

An advertiser can pay to target an ad to a fashion forward, 52 year old male living in New York making $150k+ a year. But how do advertisers know that the audience data they are relying on is correct? The geo-targeting could be incorrect. The consumer might have lied about HHI on the registration data that is being used. The brand's ad might be shown the teenage daughter, instead of the father who uses the same computer. And is he the fashion forward one, or was it his daughter who was browsing on the fashion websites?

When an entertainment site says they have the best reach and composition for men 18-34, agencies don't just take the publisher's word for it. They rely on independent 3rd party verification, in most cases comScore, to protect their client's investment. In the same way, audience focused buyers will need an independent 3rd party verification mechanism to determine the accuracy of the different data feeds they are purchasing. This isn't a hot topic now, but I believe it will become very important as agencies spend more and more on audience-centric buying.

So, is this a BlueKai, eXelate, Lookery or reasonable facsimile? Yes, something like that. Maybe a Media6, 33across data feed? Surveys and estimates will not be important for verification with the ability to wrap real-time data around a single impression. Curious your thoughts.