Why National Bank wants to own its data

The bank has announced a partnership with TubeMogul, its latest move to increase transparency and bring media in house.
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National Bank is on a quest to simplify its media buying. To help solidify that process, the bank has signed a new partnership with TubeMogul.

The deal will see National Bank work with TubeMogul’s software platform to automate its media planning, buying, optimization and measurement across Canada. National Bank’s Montreal-based media agency, Adviso, will continue to advise the company on its digital and programmatic strategy. With the deal the bank gains ownership of its audience data as well as transparency across its ad economics and performance, according to a release.

Alexandre Truong, lead strategist, programmatic marketing, National Bank of Canada, tells MiC the deal is all part of taking control of its media.

“When I joined the bank two years ago we were still operating under the old media model,” he said. “This deal allows us to better manage our data flow. Previously we owned a lot of customer data, but didn’t have the behavioural or media data. So it was important for us to own that. Today we are trying to merge the client data and the web data.”

Truong noted National Bank has a similar deal to the one announced today with Google, but isn’t looking to add too many tech partners because that becomes difficult to manage.

National Bank will be working with TubeMogul to launch cross-screen ad campaigns across desktop, mobile, connected TV and Facebook.

Truong said it hasn’t always been easy changing the way media planning and buying is done at the company. But he added that since beginning the changes last year company, staff have more knowledge of the business and that KPIs are more structured and defined than before.

“We are building a roadmap now and by the middle of next year we will be self-sufficient,” he said.

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