premium targeting after the cookie crumbles
DESCRIPTION
Presentation on semantic targeting by Kate Owen, EmediateTRANSCRIPT
![Page 1: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/1.jpg)
Premium Targeting... After the c..
1
![Page 2: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/2.jpg)
The use of cookie-based information in advertising is about to change...
2
It's going to
happen, and it's
the law.”Christopher Graham, EU
Information Commissioner
![Page 3: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/3.jpg)
If any of your advertising revenue is being generated through cookie-based advertising,
you could do with some alternatives.3
![Page 4: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/4.jpg)
Why? The premium segment still makes a lot of sense ... And money.
4
![Page 5: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/5.jpg)
Achieve maximum potential … in all stages of the sales process
5
consultative sell
technical setup & techniques
optimisation
learnings & communication
![Page 6: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/6.jpg)
Sequential Delivery
URL
6
Time of Day
Content Vetting Tools
Keyword
Search Term
Semantic Content
Recognition
IP Address
Geo-targetingBandwidth
Day of Week
Themed Channels
Operating System
Proprietary Permission
Data
![Page 7: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/7.jpg)
Sequential Delivery
URL
7
Time of Day
Content Vetting Tools
Keyword
Search Term
Semantic Content
Recognition
IP Address
Geo-targetingBandwidth
Day of Week
Themed Channels
Operating System
Proprietary Permission
Data
The sexier the technology, the more your team needs a licence to drive (and sell) it
![Page 8: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/8.jpg)
Some common mistakes ...
Over-promising on metrics
(clicks, conversions)
![Page 9: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/9.jpg)
Some common mistakes ...
Over-promising on metrics
(clicks, conversions)
![Page 10: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/10.jpg)
Some common mistakes ...
Over-promising on metrics
(clicks, conversions)
“Plug-and-pray”
![Page 11: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/11.jpg)
And another: Targeting to death, just because you CAN…
11
![Page 12: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/12.jpg)
Case: Targeting based on assumptions that were too basic
• Travel client: ”Let’s test the alternatives”
• Three campaigns, same creatives:
• no targeting
• retargeting
• semantic targeting (booked on Travel Content)
![Page 13: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/13.jpg)
Budget Travel Sports Travel Travel Agencies Finance Music
Re
lati
ve
cli
ck r
ate
![Page 14: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/14.jpg)
Your systems should tell you EXACTLY how much you have to sell.
14
Alternative #1: Sell without guaranteeing volume - ?
Alternative #2: Build in a safety net - ?
![Page 15: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/15.jpg)
Good forecasting takes ALL factors into consideration.
15
• Seasonal peaks / troughs
• Using the most detailed
possible base data
• All targeting criteria
• Frequency considerations
• Reserved inventory
![Page 16: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/16.jpg)
16
![Page 17: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/17.jpg)
Case: Lufthansa and German news site
17
![Page 18: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/18.jpg)
18
![Page 19: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/19.jpg)
19
> $2 Billion
... And that‘s just the
USA!
![Page 20: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/20.jpg)
20
Case: creating a custom product channel
Environment
Cooking
Bio Products
Eco-Politics
Yoga
Healthy Nutrition
Alternative Medicine
Vitamins
Cycling HolidaysHiking
Adventure Holidays
Hybrid Vehicles
Health
Prescription-free Medicines
Gardening
Protecting Nature
![Page 21: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/21.jpg)
Post-Campaign
21
![Page 22: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/22.jpg)
Intelligent, valuable insights
22
![Page 23: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/23.jpg)
Whatever happens after May 25th …
23
Be Prepared, Diversify and Win.
![Page 24: Premium Targeting After The Cookie Crumbles](https://reader034.vdocuments.mx/reader034/viewer/2022051611/54b8ae9e4a7959f3638b456b/html5/thumbnails/24.jpg)
Thanks!Kate Owen
Country Manager, UK
Tel: +44 207 269 1213
Mob: +44 750 6133 727
www.emediate.biz