how cookie based web ads harm a publisher's business
DESCRIPTION
Every day publishers and marketers serve web ads for their clients that are ineffective. This is because they are leveraging only the limited amount of data stored in a visitor’s digital cookie. Ultimately, this leads to lower conversion rates, less quality leads and dissatisfied clients. Compounding the issue is the fact that YOUR data collected by third-party ad technologies has helped THEM create value for their business in the hundreds of millions of dollars. What was your cut? This webinar includes topics such as: 1. The impact that demographic, behavioral and contextual data can have on web personalization 2. How content taxonomy is driving web ads 3. How to stop giving away the keys to your data kingdom 4. How to deliver more meaningful proposals and programs to key advertisersTRANSCRIPT
Moving Beyond Cookie Based Adsin a Publisher’s Business
Brett Keirstead
VP of Sales
Knowledge Marketing
Some KM Publishing Clients
Agenda
• Online Ad Environment
• Cookie Based Ads
• Related Issues
• Opportunities Through Data
• Best Practice
Online Ads
Current state
Print ads
Online channel
Run ofSite Ad
GeneralHomepage
Ad
ArticleBased
Full Page Takeover
Ads
Browser Cookie
Ad
Similar Conversations
• ¼ page = 240x480 display
• Rate card = CPM
• Advertorial = Contextual Ads
• Subscribers = Impressions
• Response cards = Leads
• Number of Issues = Site Duration
• BPA Data = Google Analytics
Changing Buy/Sell Process
• Real Time Bidding (RTB)
• Automated process
• Advertiser – Publisher – Exchange
• Core strategy or excess inventory
Cookies
Wiki – HTTP Cookie
A cookie is a small piece of data stored in a user's web browser.
AKA HTTP cookie, web cookie, tracking cookie or browser cookie
‘Cookie’ Overview
• Placed from visit, registrant, click
• Data types:• User name
• Password
• Browsing history
• Device type
• IP Address
• Online data
Cookie Ad Serving
Content Bank
Underlyingpage codingdefines ad
Advantages
• Easy to set-up
• Encourages personalization
• Helpful for excess inventory
• Broad access to content/ads
Issues
Issues
• Poor Context = Brand Erosion
• Competition = Game Changers
• Data Valuation = Your Part?
• Differentiation = Your Role
Bizo forArranging Furniture?
Poor Context = Brand Conflict
Competition = New Rules
Targeting Strategy
Profile = Ad Targeting
• Income• Interests• Brands• Discussions• Groups• Profile
Your Share?
$175M
$3.1B
What makes us (you) different than an automated, cookie
based buying and placement process?
Opportunity Through Data
YourProducts
Shift in Mindset
Data Services Ads
YourData
Products Services Ads
No info - Anonymous Online Identification A Publisher’sComplete Data
Profile
Data Distinctions
DEMOGRAPHICSQualification CardsSubscription FormsRegistration Forms
Profile Data
BEHAVIORSEmail Opens and Clicks
Website VisitsEvent Attendance
Webinar Registration
CONTEXTContent Engagement
InterestsArticlesTopics
Publisher’s Data Asset
Lead Score: 95
Complete Audience Profile• Name: Tom Brown• Title: VP & GM Digital• Company Name: Fresh Media• Company Address: 300 Continental Boulevard, Suite 650• Company City: El Segundo• Company State: CA• Company Zip: 90245• Business Phone: 310.356.4100• Email Address: [email protected]• Country: United States• Decision Maker – Yes• Employees: 100-200• Annual Budget: $250,000 - $499,000• Revenue: $1B
• Subscribes to Print: Fresh Express• Opens Articles: Importance of a Life Raft Onboard• Attends Events: Boating Home Show• Registered Events: Palm Beach International Boat Show• Purchased: 3 minutes in heaven
• Content Engagement: Boat Safety, Horsemanship, Log Homes• Articles Visited last 60 days: Why You Need a Life Raft on Your Boat
Demographic
Behavioral
Contextual
Fresh or Stale Information?
Data in Action
Online Evolved
What all do we know?
IdentifyOnlyVisitor Website
CMS UnifiedData Profile
Real-timeAPI
Leveraging Data
Return a Rich Profile
• Hardware Buyer• Big Prospect• Subscriber• $1B Revenue• C-Level• Active Clicks• Faucets
• Hardware Buyer• Big Prospect• Subscriber• $1B Revenue• C-Level• Active Clicks• Faucets
Option 1
Option 2
• Profile match• Premium Ad
Superior to RTB
AnonymousAd #1 – Price = $x
RegisteredAd #2 – Price = $2x
High Value SalesAd #3 – Price = $4x
Differentiated Sale
Competition• Products
• Anonymous Impressions
• Site ads
• Content Only
• Online “Cookie” data
• Basic Lead Info
• Standard RTB
You• Unified Data
• Identified Visitors
• Targeted Ads
• Full User Profile
• Online and Offline Data
• Complete Lead Profiles
• Superior Premium Selling
Key Ideas
Key Ideas
• Online strategy is not ‘webify print’
• Data first not products and ads
• Use a fresh profile not a stale cookie
• Little effort = big differentiation
Questions
