Fundamentals of First-Party Technology Webinar

Fundamentals of First-party Technology

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Trueffect Inc. Confiden0al. 2013 © All Rights Reserved

YOUR PRESENTER

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Trueffect Inc. Confiden0al. 2013© All Rights Reserved

Rohan Kumar, VP Strategic Partnerships Rohan Kumar, VP Strategic Partnerships

Rohan leads Strategic Partnerships at Trueffect, providing clients both strategic and tactical media solutions by utilizing Trueffect’s patented First-Party technology. He brings an extensive background in online direct response, acquisition, and conversion marketing.

Prior to his role with Trueffect, Rohan provided online marketing consulting for VC-backed startups, as well as for top-tier subscription and SaaS-based businesses in the employment, dating, health/beauty, and education verticals.

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5’ 11”, 165lbs, Libra

Rohan also has held various strategic roles for AdShuffle, TheLadders.com, True.com, and One Technologies.


Why should we listen to this guy? •  Direct response media buyer for

10+ years

•  Successfully use First-Party technology and data every day for some of the biggest names online in some of the most competitive industries

•  Promises not to show you the LUMAscape™ slide

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5’ 11”, 165lbs, Libra

“Very entertaining presenter!” – Tim Mayer, CMO of Trueffect


FIRST-PARTY TECHNOLOGY FUNDAMENTALS

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Topics for today

Current digital advertising landscape and the challenges marketers are facing with regards to data and technology

First- Party data and technology definitions

Advantages and applications of First-Party technology

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DIGITAL ADVERTISING LANDSCAPE

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Digital Spending Soaring

Q: Where is the money going? A: The usual suspects.

Q: What is that going to do to prices? A: They’re going to go up.

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Global ad spending in digital media, which is expected to reach $95 billion this year, will increase 14% next year

and comprise 20% share of ad budgets


The War on Media Measurement Third-Party cookies under attack • Computers with internet security programs like McAfee or Norton erase third party cookies every seven days on average

• IE 10 released with DNT on by default

• Safari doesn’t accept third-party cookies

• Firefox announced upcoming versions will not accept third-party cookies

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Evolving Environment

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10 Source: Barclay’s Renaissance of Ad Technology I could have used the LUMAscape™ slide here …


Let’s Recap   Cost of media is going up

  It’s getting harder to measure performance of marketing activities

  The technology and media marketplace is getting more complicated

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FIRST-PARTY, SECOND-PARTY, THIRD-PARTY DEFINITIONS

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Data, Data, Data-let me explain

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• Online/offline • CRM • Registration

• First- Party data shared among advertisers

• Aggregated data •  Inferred vs.

declared

First Party Second-Party Third-Party


What is First-Party Technology? First-Party technology uses a sub-domain of the advertiser to serve ads and make creative targeting decisions

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14 Note: Sylvan is not a client – just an example First-Party

This is more than just using a bunch of pixels to push your First-Party data into a 3rd party cookie

The customer data that already exists in the advertiser’s cookies for site customization and analytics can be seamlessly leveraged for targeting....


FIRST-PARTY ADVANTAGES & APPLICATIONS

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Measurement - Efficiency - Performance First-Party technology leads to better:

 Cookie Stability  Reach  Attribution  Overlap Identification

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Existing Target First-Party Cookies

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Note: Target is not a client, just a example use case


Existing Target First-Party Cookies

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First-Party Data Examples

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•  Life: 2 Years •  Value: A,B,C,D,E,F… •  Use: Target Messaging based on Target defined audience segment

testGroupNameCookie

•  Life: 5 Years •  Value: Unique ID •  Use: Identification of all previous Site visitors

s_v1

•  Life: 30 days and Session •  Value: Understand product category and items viewed •  Use: Category message targeting

S_Pers & RecentlyViewedCategory

•  Life: 1 Year •  Value: 1,2,3,4….. •  Use: Recognize cart quantity, and products when used with “s_pers”

cartQTY

•  Life: 2 weeks and session •  Value: users first name •  Use: Identify existing customers/Accounts, relationship for more effective

messaging

guestDisplayName & AT


Marketing Funnel

Targeting Using First-Party Cookie

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•  Standard Offer CTR focused creative

  Value and Offer based creative messaging,

  Value and Offer messaging aligned to product, location etc

  Upsell/Cross-sell retention, and awareness based messaging

Unknown

Visitor Product Interest

Visitors

Recent Visitors

Language

Lapsed Visitors

Language

Existing Customer/

Product Interest


Real-Time 1-1 Targeting using CRM Data

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Last_Visited: 7/7/13

Customer_Value: $21552

Prod=SUV

Num_Visits=12

Current_Auto=Audia4

Read

Write


Customer Data Secure w/First-Party Technology •  First-Party Technology

keeps advertiser data secure as the First-Party cookies are only readable from within the advertiser’s domain that originally served the cookie.

•  Advertisers can exclusively both read and write to the cookie on every access ensuring data privacy.

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Trueffect Overview High Growth Company • First-Party Media and Measurement Platform for Large Performance Advertisers • High multi-year growth • Focused on retail, finance, technology and communications markets, web services • Delivering performance and cost-of-performance improvements

Staffing • 60+ Tenured Digital Ad Technology Professionals

Product/Technology • Highly-redundant global architecture serving ads in over 230 countries and certified on 4000 sites and networks • Proprietary patented technology • Highly configurable to integrate with multiple media models and vendor eco-systems • Focus on effective data management practices

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Fundamentals of First-Party Technology Webinar

Technology

Transcript of Fundamentals of First-Party Technology Webinar