Olli Järvilehto started working for Relevant in May. Olli is the Head of Data and commercial responsible of the development of Relevant Data Business; the data marketplace Relevant Audience, which offers high quality audience segments from data providers and publishers, to qualify advertisers programmatic media buying. Olli comes from a position as Head of Trading and Business Development at GroupM and has a strong knowledge from the demand side, which brings a significant added value to our offering to both data providers and media buyers. Ollis daily schedule at Relevant is mainly dedicated to customer meetings discussing the customer's needs and wishes related to data trading. The feedback from customers plays a huge role in how we develop Relevant Audience.
We asked Olli some questions about his new role with Relevant Audience and the his first experiences of being part of Relevant team.
What made you excited about Relevant Audience?
There’s a real need in the market for a player like Relevant Audience. Utilizing data as a fuel for digital marketing is rapidly growing. Advertisers are looking for reliable, local markets and audience savvy data providers. Once the product has been developed for an existing need, the demand for it will grow. It's great to be involved in developing a unique service and genuinely help customers success.
What does the future of the data market look like?
The importance of data when executing effective digital marketing is growing every day. In the future, advertisers will no longer buy only advertising space in a particular medium, the data to reach the target audience are some of the primary objectives. I believe that data sales will grow rapidly - also in the Nordics. In the future, data will become a major source of revenue for media and other actors who reach audiences through mobile applications or online services. According to wildest forecasts, data will be the most valuable assets of companies.
What have you enjoyed mostly during your first time at Relevant?
The first weeks have gone really fast, I have used most of the time to meet up with data buyers as well as potential new data partners. The reception has been very positive for all, which have reconfirmed my own view that Relevant Audience is really accommodating the demand in the market. Working with the Relevant team has also been very rewarding, it is great to work with the real professionals.
Want to hear more about Relevant Audience?
Relevant Audience has already joined a significant number of high quality and interesting data providers. Our data are mostly, 2nd party data and we know exactly what we sell, and we share it openly with the buyers - we are fully transparent. Our audience segment consists of a comprehensive range of demographics and interest. We focus especially on tailor-made and seasonal segments. Currently, you can find our segment in Adform DSP under the "Relevant Audience" tag, and in Google's DBM, search for "Relevant Audience".
We strive to keep our customers up to date on development and new available segments. Relevant Audience segments and their size will soon be available on our website as well.
For further information, please contact Olli directly:
+358 44 378 8037