Meet Our Partners: Q&A with Media Source Solutions

TruAudience^® solutions enable the marketing ecosystem to leverage data and identity with trust. In this series, we will introduce the partners who are critical to our success.

Can you tell me more about Media Source Solutions and what your role is there?

Media Source Solutions began in 2003 as a traditional list marketing company. We launched List Bargains (now known as LBDigital) the following year, and offered postal, email and telemarketing solutions. As times changed, so did we. We have onboarded our data with TruAudience^® and have expanded our solutions to include MAIDs, MAIDs/HEMs, IPs and plain text emails. In my role as President, in addition to sales, I’m tasked with finding new, fresh datasets and sources to complement our data offerings in both the offline and online world.

What are some meaningful experiences or lessons that have best prepared you for your role at Media Source Solutions?

I’ve worked for one of the largest data companies both as a list broker and a list manager. Those roles prepared me to see the full picture of how data works and how it can be tweaked to fit a specific audience. Knowing the ins and outs of data and how it performs on different levels and channels strengthens my ability to recommend the most effective ways clients can take advantage of each channel and what works best for them.

Can you give us some details on how Media Source Solutions data is sourced or collected?

Our data is sourced from online form submits, contextual, intent and in-market data, transactional, purchase, subscriptions, and self-declared information, to name a few. We vet the data using more than five touchpoints. We also use an algorithm to match on multiple fields — such as name, address, name, zip code, name and email address — to make sure the record aligns on all points. If it doesn’t, we don’t include it in our database.

What do you want media buyers to know about the data and methodologies Media Source Solutions uses to build audiences?

We create audiences using the fresh, unique dataset updates we receive on a daily, weekly, monthly and quarterly basis. Our segments also include data points not found in other marketplaces. For instance, when you see “automotive,” you may think, “ho-hum automotive,” but what you’re really getting is insurance, service records, online form submits, web form submits, email openers and self-declared data. We weave a complex net when creating our audiences to help them be top performers in any campaign.

Media Source Solutions audiences specialize in which verticals, and how are they leveraged via the TruAudience Data Marketplace?

The Media Source Solutions’ demographic and ethnic segments are two we’re known for in the TruAudience Data Marketplace.

But Media Source Solutions is about more than just consumer audiences, our B2B audiences are also amongst the best around. Our business segments are selectable from small business owners/SOHOs, those that offer work from home, and medium- to enterprise-sized companies. With people watching the NASDAQ and financial news while at work, B2B is a fast-growing segment with CTV advertisers that want to take advantage of the adage: Reach the right audience at the right time in the right place. In this case, it’s the office. We can help you reach specific titles, industries, and business intent and interests.

What is a key challenge Media Source Solutions’ data and audiences help media buyers solve?

We provide the meat on the bones of any campaign requiring actionable, segmented audiences — which ultimately help the media buyer in securing media that elicits positive campaign performance and impresses their client. Using our extensive taxonomy coupled with our proprietary keyword search program, we can also create an exclusive, custom audience within 24–48 hours.

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