How can MadHive improve its audience targeting capabilities to better serve local advertisers?

Introduction

To improve MadHive's audience targeting capabilities for local advertisers, we need to analyze the current product, identify pain points, and develop innovative solutions. I'll focus on understanding user needs, leveraging data effectively, and aligning our improvements with MadHive's strategic goals.

Step 1

Clarifying Questions (5 mins)

• Looking at MadHive's position in the ad tech space, I'm curious about our current market share among local advertisers. Could you share some insights on our penetration in this segment compared to competitors?

Why it matters: Determines if we need to focus on acquisition or retention strategies. Expected answer: Moderate market share with room for growth. Impact on approach: Would balance between improving existing capabilities and introducing new features to attract more local advertisers.

• Considering the evolving privacy landscape, I'm wondering about our current data sources for audience targeting. How reliant are we on third-party cookies, and what first-party data strategies do we have in place?

Why it matters: Shapes our approach to sustainable, privacy-compliant targeting solutions. Expected answer: Still reliant on third-party data but actively developing first-party data strategies. Impact on approach: Would prioritize solutions that leverage first-party data and contextual targeting.

• Given the local focus, I'm interested in understanding the granularity of our current geographic targeting capabilities. How precise can we get in terms of location-based targeting, and what are the main limitations?

Why it matters: Identifies potential areas for improvement in local targeting precision. Expected answer: Can target at the city level, but struggles with more specific locations. Impact on approach: Would explore ways to enhance hyper-local targeting capabilities.

• Considering the diverse needs of local advertisers, I'm curious about our current segmentation capabilities. How granular can we get in terms of audience attributes, and what are the most requested segmentation criteria from our local advertisers?

Why it matters: Helps identify gaps in our current targeting offerings. Expected answer: Basic demographic and interest-based segmentation, with demand for more behavioral and intent-based targeting. Impact on approach: Would focus on expanding our segmentation capabilities to include more nuanced audience attributes.