Working with Data Companies

This post is written by Jonah Leshin, Chief Data Scientist at Highland Math. Over the past year and a half at Highland Math, we’ve had the privilege of working closely with a variety of data companies. We’ve analyzed user and campaign level data, off of which we’ve...
Data CPMs in market decline after the holidays

Data CPMs in market decline after the holidays

Highland Math analyzed over $30 million in historical data spend. Not surprisingly, average Data CPMs decline by $0.13 after the holiday advertising surge and level off in the spring. For data sellers, holiday demand increases yield on data assets. [Enable images to...
Higher spend on Republican-leaning audiences

Higher spend on Republican-leaning audiences

Highland Math analyzed data transaction history going back to March 2018. The analysis shows that the greatest percentage of political targeting went to general “voter” audience categories (independent of political party). However, when targeting specific...
Spending on NFL-related audiences is growing

Spending on NFL-related audiences is growing

Highland Math analyzed a historical index of data transactions going back to 2017. Adjusted for regular holiday seasonality in data spending, audiences related to the National Football League see an even larger spend increase over the holidays. Additionally, spending...