How Cookie Based Web Ads Harm a Publisher's Business
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Transcript of How Cookie Based Web Ads Harm a Publisher's Business
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Moving Beyond Cookie Based Adsin a Publisher’s Business
Brett Keirstead
VP of Sales
Knowledge Marketing
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Some KM Publishing Clients
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Agenda
• Online Ad Environment
• Cookie Based Ads
• Related Issues
• Opportunities Through Data
• Best Practice
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Online Ads
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Current state
Print ads
Online channel
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Run ofSite Ad
GeneralHomepage
Ad
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ArticleBased
Full Page Takeover
Ads
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Browser Cookie
Ad
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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
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Changing Buy/Sell Process
• Real Time Bidding (RTB)
• Automated process
• Advertiser – Publisher – Exchange
• Core strategy or excess inventory
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Cookies
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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
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‘Cookie’ Overview
• Placed from visit, registrant, click
• Data types:• User name
• Password
• Browsing history
• Device type
• IP Address
• Online data
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Cookie Ad Serving
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Content Bank
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Underlyingpage codingdefines ad
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Advantages
• Easy to set-up
• Encourages personalization
• Helpful for excess inventory
• Broad access to content/ads
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Issues
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Issues
• Poor Context = Brand Erosion
• Competition = Game Changers
• Data Valuation = Your Part?
• Differentiation = Your Role
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Bizo forArranging Furniture?
Poor Context = Brand Conflict
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Competition = New Rules
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Targeting Strategy
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Profile = Ad Targeting
• Income• Interests• Brands• Discussions• Groups• Profile
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Your Share?
$175M
$3.1B
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What makes us (you) different than an automated, cookie
based buying and placement process?
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Opportunity Through Data
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YourProducts
Shift in Mindset
Data Services Ads
YourData
Products Services Ads
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No info - Anonymous Online Identification A Publisher’sComplete Data
Profile
Data Distinctions
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DEMOGRAPHICSQualification CardsSubscription FormsRegistration Forms
Profile Data
BEHAVIORSEmail Opens and Clicks
Website VisitsEvent Attendance
Webinar Registration
CONTEXTContent Engagement
InterestsArticlesTopics
Publisher’s Data Asset
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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
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Fresh or Stale Information?
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Data in Action
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Online Evolved
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What all do we know?
IdentifyOnlyVisitor Website
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CMS UnifiedData Profile
Real-timeAPI
Leveraging Data
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Return a Rich Profile
• Hardware Buyer• Big Prospect• Subscriber• $1B Revenue• C-Level• Active Clicks• Faucets
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• Hardware Buyer• Big Prospect• Subscriber• $1B Revenue• C-Level• Active Clicks• Faucets
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Option 1
Option 2
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• Profile match• Premium Ad
Superior to RTB
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AnonymousAd #1 – Price = $x
RegisteredAd #2 – Price = $2x
High Value SalesAd #3 – Price = $4x
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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
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Key Ideas
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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
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Questions
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