Glossary A–ZLetter D
Data-driven campaign
A data-driven campaign automatically adapts the creative or the timing of its ad plays to external data, such as weather, time of day, traffic conditions or stock levels.
The rules for this are set in advance. The screen then shows the variant that suits the current situation.
A drinks maker might run a creative featuring cold drinks in hot weather and one featuring hot drinks when it rains. A retailer hides an offer as soon as the product has sold out in the store. Technically this needs a data source, a rule and several prepared creatives or a template with placeholders.
Operators should check whether the data arrives reliably and on time, and what the screen shows if the source fails. Every variant must be reviewed and approved before use, not just the main creative. For invoicing and reporting, it should be recorded which variant ran when. Data-driven does not mean personalised: the data used is usually about the surroundings, not about individual viewers.