Tech Talk with LiveIntent: Pixels or People? The Evolution of CRM Retargeting
Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache...
-
Upload
adtech-london-mms-imedia -
Category
Business
-
view
31 -
download
2
Transcript of Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache...
![Page 1: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/1.jpg)
Connecting Brands to People
![Page 2: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/2.jpg)
How Can Email Data Overcome the Cross-Device Challenge?
2LiveIntent | Connecting Brands to People
Anthony White – Director, Platform Development, LiveIntent
![Page 3: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/3.jpg)
3LiveIntent | Connecting Brands to People
![Page 4: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/4.jpg)
LiveIntent | Connecting Brands to People
Customer Amnesia
4
“Do I even know you?”
![Page 5: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/5.jpg)
“It’s huge. People don’t realize how poor the cookie is in a mobile
world.”
5LiveIntent | Connecting Brands to People
Paul Mead, Chairman – VCCP Media
![Page 6: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/6.jpg)
LiveIntent | Connecting Brands to People 6
“Good luck with that!”
![Page 7: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/7.jpg)
LiveIntent | Connecting Brands to People 7
Direct Customer
Apps
Web Display
Gaming
Social
Mobile WebOn Demand
Media
People-based marketing has created a new
industry dialogue
![Page 8: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/8.jpg)
LiveIntent | Connecting Brands to People 8
“People-based marketing represents an industry shift from targeting devices to connecting with the right people at the right time, with the right message. Rather than targeting ads to
devices based on cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity.”
Danielle Lee, Global VP, Partner Solutions, Spotify
What is People-Based Marketing?
![Page 9: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/9.jpg)
LiveIntent | Connecting Brands to People 9
![Page 10: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/10.jpg)
LiveIntent | Connecting Brands to People 10
YOUR DATA
![Page 11: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/11.jpg)
LiveIntent | Connecting Brands to People 11
INSIGHT
![Page 12: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/12.jpg)
Other players…
LiveIntent | Connecting Brands to People 12
![Page 13: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/13.jpg)
The future of people-based marketing is:
LiveIntent | Connecting Brands to People 13
Open Collaborative Ubiquitous Self-Service
![Page 14: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/14.jpg)
LiveIntent | Connecting Brands to People 14
Danielle Lee, Global VP, Partner Solutions, Spotify
What is People-Based Marketing (again)?
“People-based marketing represents an industry shift from targeting devices to connecting with the
right people at the right time, with the right message. Rather than targeting ads to devices based on
cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity.”
![Page 15: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/15.jpg)
LiveIntent | Connecting Brands to People 15
![Page 16: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/16.jpg)
Before ID Graphs
LiveIntent | Connecting Brands to People 16
![Page 17: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/17.jpg)
ID Graphs
LiveIntent | Connecting Brands to People 17
![Page 18: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/18.jpg)
The secret weapon?The email addressis at the core of every audience profile.
@
LiveIntent | Connecting Brands to People 18
![Page 19: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/19.jpg)
People-based market foundations at scale
LiveIntent | Connecting Brands to People 19
3BMonthly Active Users
Globally
2.6BMonthly Active Users
Globally
1.85BMonthly Active Users
Globally
![Page 20: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/20.jpg)
The secret weapon?The email addressis at the core of every audience profile.
LiveIntent | Connecting Brands to People 20
#
![Page 21: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/21.jpg)
ID Graphs
LiveIntent | Connecting Brands to People 21
![Page 22: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/22.jpg)
ID Graphs + Email
LiveIntent | Connecting Brands to People 22
![Page 23: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/23.jpg)
ID Graphs + Email
LiveIntent | Connecting Brands to People 23
=
=
=
=
=
![Page 24: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/24.jpg)
The Identity Graph
Apps Social
Web Display
On Demand Media
Gaming
Mobile Web
140MM
300MM
LiveIntent | Connecting Brands to People
Premium & Differentiated Content Experiences
24
![Page 25: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/25.jpg)
LiveIntent | Connecting Brands to People 25
![Page 26: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/26.jpg)
LiveIntent | Connecting Brands to People 26
The moral of the story
• Email data is the vital piece of data to enable cross-device marketing
• Invest in your email and CRM teams• Break down any silos between your CRM
and media teams…• …more on this to come
![Page 27: Anthony White (LiveIntent): How Can Mobile And Data Overcome The Cross Device Headache @mmsmobile2017](https://reader035.fdocuments.net/reader035/viewer/2022081323/5a64f6507f8b9aa2548b510d/html5/thumbnails/27.jpg)
Thank You