News Corp

1. UNIFYINGYOURBRANDS
WHILE MAINTAININGTHEIR INDIVIDUALITY
CHRIS GUENTHER
SVP, Global Head of Programmatic

2. THE BIG CAMPAIGN IDEA,
OFTEN A #HASHTAG
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T H E B I G I D E AT H E B I G I D E A
THE CEO
SUMMIT
The Times CEO Summit is an annual gathering
of Britain’s most senior CEOs, chairmen and
cabinet ministers, who meet to dissect the
most pressing business issues for the UK and
set the agenda for the year ahead.
We celebrate pioneers, speak candidly about
challenges and swap ideas around innovation,
growth and best-in-class leadership.
By sponsoring this event Philip Morris will be placing
themselves in the room with up to 100 of the UK’s
most prestigious and influential business leaders
alongside a Key Speakers list that always includes a
raft of senior MP’s, members of the cabinet and the
Prime Minister herself last year.
200+
MEDIA
PROPERTIES
#1
DIGITAL REAL
ESTATE HOLDER
150M
UNIQUE US
VISITORS/MONTH

3. TODAY’S DIGITAL
ADVERTISING
LANDSCAPE
NO ONE UNDERSTANDS THEIR AUDIENCE BETTER
THAN THE PUBLISHER
?
?
• Have trusted and direct relationships with a loyal consumer base
• Access to analytics beyond what outside parties see
• Allows the properties to focus on doing what’s best for consumers
Allows publishers to offer the best experience to both our users and our
advertisers

4. Searching for a common thread
comScore, July 2019
1.5M
MONTHLY UNIQUES
59M
MONTHLY UNIQUES
58M
MONTHLY UNIQUES
65% female user
base
Ipsos, July 2017
ABC July 2016; Business Global Influencer Survey
36M
MONTHLY UNIQUES
Affluent - average
HHI
of $286K
24M
MONTHLY UNIQUES
21M
UK’s #1 newspaper
surging digitally in the
US
MONTHLY UNIQUES
Quantcast, September 2019
A DEEP UNDERSTANDING OF OUR AUDIENCES
50/50 Male Female
split
5X bigger fans of celeb
news and gossip
Educated – 84%
have attended
college

5. WHERE WE FOUND THE CONNECTIVE
TISSUE
MILLIONS
MONTHLY
CROSS VISITORS
AUDIENCE DATA
FROM
590M
USER
IDS
TENS
OF
(ANONYMIZED)
DE-DUPED USER
PROFILES
100M
CLOSE
TO

6. DATA UNIFICATION
NEWS ID
KRUX ID
MAID
NEWS ID
KRUX ID
MAID
DMP
Activation
Partners
Logs
Sales Lift Ad Engagement Footfall Consumer Insights
Strategic Data
Partners
Advanced CDP
NLP
Self-Declared User Data
Attribute Creation
Model Design
User Profiles
MachineLearning
Measurement & Attribution
Insights
News TMS: ID & Clickstream
Feature Engineering
Programmatic Analytical Tools
Brands

7. UNDERSTANDING OUR USERS
INFORMS ADVERTISING…..
AND CONTENT RECOMMENDATION
Entertain-
ment
Personal
Finance
Tech
Lifestage
Gaming
Lifestyle
Shoppers
Travel
Real
Estate
Demo-
graphics
HUNDREDS
OF 1P
AUDIENCES
EXECUTION
PMP Managed
Service
300K+ USER
ATTRIBUTES

8. TECHNOLOGY
IS THE BRIDGE

9. BEFORE
AFTER
IMPROVED
BRAND SAFETY
CONTEXTUAL
TARGETING
CROSS-PUBLISHER COLLABORATION
UNDERSTANDING CONTENT AT SCALE
Category: Politics
Keywords: political, general news, politics, international
relations, domestic politics
Category: /Finance/Accounting & Auditing/Tax Preparation & Planning
Keywords: Taxation, Tax deduction, Macro Economics and Economic Policy, Wages and Employee
Benefits, Economy business and finance, politics, labor, household income & spending, + more
CONTINUED
INVESTMENTS
PROCESS
PRE/POST BID
BID ANALYSIS
NLP
ACCELERATION
SENTIMENT TARGETING

10. INFORMING BETTER BUSINESS DECISIONS FOR ADVERTISER AND
PUBLISHER
CONTINUED
INVESTMENTS
PROCESS
BID ANALYSIS
NLP
ACCELERATION
PRE/POST BID
Timeouts & The ConsumerAdvertiser Auction Insights
Advertiser Auction Outcomes

11. CONTINUED
INVESTMENTS
PROCESS
PRE/POST BID
BID ANALYSIS
NLP
ACCELERATION
ACCELERATING THE 1P AUDIENCE INSIGHTS
Market
Demand
Investigate
Define
AutomateQA
Deliver
Monitor
3X
INCREASE IN
1P SEGMENT CREATION
YoY
DROVE
Data Products &
Data Analytics
Data
Analysis
Data EngineeringData QA &
Engineering QA
Data Engineering
Data QA &
Engineering QA
Data Product

12. CASE STUDY – USING INSIGHTS ACROSS BRANDS TO DRIVE ADVERTISING SUCCESS
LUXURY CRUISE LINE
BRAND’S OBJECTIVES:
• Drive drive clicks and conversions to cruise line landing page
• Achieve a baseline .08% CTR on display units
• Optimize campaign based on best performing units, placements, and audience segments
NEWSIQ SOLUTION:
85%
RESULTS
ACTIVATION
NewsIQ
Managed
ServiceTravel
Enthusiasts
Cruise
Prospects
1P audiences built from
user behavior data
APPLICATION
.2%
0%
CTR PERFORMANCE
Continuous
optimization &
reporting
BETTER CTR
PERFORMANCE THAN
BENCHMARK KPI

13. OPERATIONALLY INDIVIDUAL UNIFIED THROUGH TECHNOLOGY

14. THANK YOU
CHRIS GUENTHER
SVP, Global Head of Programmatic
cguenther@newscorp.com