How Small Businesses Can Use Real Purchase Data to Get Better Ad Results?
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Small businesses in Canada can now leverage real purchase data to dramatically improve ad targeting and ROI—no longer relying on guesswork or broad demographic assumptions. In a groundbreaking shift, Yahoo Canada and Datadisc have partnered to integrate deterministic transaction data from Moneris and MasterCard directly into programmatic ad platforms, allowing businesses to target customers based on actual behavior, like who recently got a straight shave at a barbershop. This precision means a beauty salon can avoid wasting ad spend on male customers, while a barbershop can focus exclusively on men who’ve made relevant purchases. The integration of privacy-first ID graphs and AI-powered 'agentic' campaign optimization further levels the playing field, enabling small businesses to access enterprise-grade targeting without needing a technical team. The future of digital advertising isn’t about more tools—it’s about smarter, data-driven decisions that turn behavioral signals into measurable results.
Use real purchase data (not demographics) to target customers based on actual behavior, like who recently got a straight shave.
Integrate transaction data from Moneris and MasterCard into DSPs to eliminate guesswork and improve ad ROI.
Leverage privacy-safe ID graphs that target postal codes instead of individuals to comply with Canadian privacy laws.
Adopt agentic AI tools that automatically optimize campaigns based on goals—no technical expertise required.
Test and validate ad performance using free DSP tools like path-to-conversion and lift reports.
…and 3 more takeaways available in PodZeus
Introduction to Programmatic Advertising & Data-Driven Targeting
The episode opens with a sponsor ad for UPS and introduces the topic: how small businesses can use real purchase data to improve ad performance. Host Maheen welcomes Vince Simone from Yahoo Canada and Lyle Wagner from Datadisc to discuss the evolution of programmatic advertising and the power of behavioral data.
From Assumptions to Actual Purchase Behavior
“If you own a beauty salon, you're probably skiing more towards women. And if you want a barbershop, you're probably skiing more towards men. So what's exciting about what we're going to talk about today is we have deterministic purchase and transaction data built into the DSP that will tell us exactly what this person's purchased.”
Turning Data into Actionable Insights
Lyle Wagner details how Datadisc combines purchase data with device, location, and content consumption data to create rich audience profiles. This enables small businesses to reach people across multiple channels with precision, transforming noise into clear marketing signals.
Privacy-First Targeting Without Third-Party Cookies
“We're a 31-year-old internet company... we have what we call a Connect ID against each of those users. We understand where they are based on various devices they're using across platform.”
The Power of Partnership: Yahoo + Datadisc
“We understand, say for example, going back to a barber and someone who gets a straight shave, what else are they doing? What other intentions do they have? And what similarities here can I use from both a planning and a targeting perspective?”
“With Agentec, we have the ability to give the system a goal and really have the tools determine where the best audience is, optimize those audiences, and eventually really deploy budget where those budgets should be deployed.”
“If you own a beauty salon, you're probably skiing more towards women. And if you want a barbershop, you're probably skiing more towards men. So what's exciting about what we're going to talk about today is we have deterministic purchase and transaction data built into the DSP that will tell us exactly what this person's purchased.”
“We understand, say for example, going back to a barber and someone who gets a straight shave, what else are they doing? What other intentions do they have? And what similarities here can I use from both a planning and a targeting perspective?”
Host
Guests
Lyle Wagner
person
Datadisc
organization
Vince Simone
person
Yahoo Canada
organization
Agentec
other
Moneris
organization
Connect ID
other
MasterCard
organization
UPS
organization
ADP
organization
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