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
