THE COOKIE HAS CRUMBLED… …NOW WHAT? Scott Hendrickson Head of Sales and Customer Success [email protected]
THE COOKIE HAS CRUMBLED… …NOW WHAT?
Scott Hendrickson Head of Sales and Customer Success [email protected]
PROPRIETARY & CONFIDENTIAL 2
THE IMPACT OF THE CROSS-DEVICE CONSUMER
• Mobile data usage is up 69% YOY
• Average consumer uses 3.3 devices
• The average HH has 10 devices
• 90% of purchase decisions are made on multiple devices
• 85% of consumers expect a seamless UX across all devices.
• Spend on average 15%-20% more than existing customers and exhibit strong brand loyalty. Source: Forester 2015; Marketeo 2014; Source: NRF 2014 – Smarter Commerce Name-Dropper
Statistics
Start on a Smartphone 65% Continue on
a PC/Laptop
61% Continue on
a Tablet
4%
Start on a PC/Laptop 25%
Continue on a Smartphone
19%
Continue on a Tablet
5%
Start on a Tablet 11% Continue on
a PC/Laptop
10%
PROPRIETARY & CONFIDENTIAL 3
7AM
Entertainment for the commute
NOON
Catch up news & weather
6PM
Running errands on the way home
8PM
Unwinding with the latest shows
Tablet inventory, Facebook exchange
Premium desktop sites
In-stream video
Mobile applications and websites
THE MOST POPULAR SLIDE IN MEDIA…
PROPRIETARY & CONFIDENTIAL
3 methods for cross device tracking: • User Authentication: Highest accuracy; limited to known customers • Walled Gardens: Highest accuracy and scale; Analytics are aggregate • Device Fingerprinting: Probalistic; Highest scale
IDENTIFYING PEOPLE NOT PIXELS
eBay Audience Platform 4
PROPRIETARY & CONFIDENTIAL
DATA VS. IDENTITY
Cookie 23095 • Female • IP address in San Francisco
Bay Area • Reads about investing • Likes cat videos
Matt • Reads outdoor section • Made 1 transaction in the
past year
Jim • 35 year-old college graduate
in San Francisco • Buys upscale athletic apparel • Shops Big Box stores • Shops at night on tablet • In market for a new cell phone
5
Inferred Data without identity • Ad Networks • Trading Desks
Identity without scalable data • Portals • Small e-com sites • Newspapers
Data + Identity
Scalable Data Identity
PROPRIETARY & CONFIDENTIAL
A BALANCED MEDIA STRATEGY
Probalistic Media
Partners
First Party - Deterministic
Media Partners
CRM
• Maximize your own first party data • Email, Retargeting, Push, etc…
• Maximize Deterministic Partners • Look-a-like; intenders; in-market, Demo
• Increase scale and efficiency with probalistic partners
• Apply CRM and first party learning’s
THANK YOU For presentation or case studies: [email protected]