How Cookie Based Web Ads Harm a Publisher's Business
•
0 gostou•650 visualizações
Every day publishers and marketers serve web ads for their clients that are ineffective. This is because they are leveraging only the limited amount of data stored in a visitor’s digital cookie. Ultimately, this leads to lower conversion rates, less quality leads and dissatisfied clients. Compounding the issue is the fact that YOUR data collected by third-party ad technologies has helped THEM create value for their business in the hundreds of millions of dollars. What was your cut? This webinar includes topics such as: 1. The impact that demographic, behavioral and contextual data can have on web personalization 2. How content taxonomy is driving web ads 3. How to stop giving away the keys to your data kingdom 4. How to deliver more meaningful proposals and programs to key advertisers
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (19)
Semelhante a How Cookie Based Web Ads Harm a Publisher's Business
Semelhante a How Cookie Based Web Ads Harm a Publisher's Business (20)
Mais de Knowledge Marketing
Último
Último (20)
How Cookie Based Web Ads Harm a Publisher's Business
- 1. Moving Beyond Cookie Based Adsin a Publisher’s Business Brett Keirstead VP of Sales Knowledge Marketing Brett.Keirstead@teamkm.com
- 3. Some KM Publishing Clients
- 4. Agenda •Online Ad Environment •Cookie Based Ads •Related Issues •Opportunities Through Data •Best Practice
- 5. Online Ads
- 6. Current state Print ads Online channel
- 7. Run of Site Ad General Homepage Ad
- 8. Article Based Full Page Takeover Ads
- 10. 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
- 11. Changing Buy/Sell Process •Real Time Bidding (RTB) •Automated process •Advertiser –Publisher –Exchange •Core strategy or excess inventory
- 12. Cookies
- 13. Wiki –HTTP Cookie A cookieis a small piece of data stored in a user's web browser. AKA HTTP cookie, web cookie, tracking cookie or browser cookie
- 14. ‘Cookie’ Overview •Placed from visit, registrant, click •Data types: •User name •Password •Browsing history •Device type •IP Address •Online data
- 16. Content Bank
- 17. Underlying page coding defines ad
- 18. Advantages •Easy to set-up •Encourages personalization •Helpful for excess inventory •Broad access to content/ads
- 19. Issues
- 20. Issues •Poor Context = Brand Erosion •Competition = Game Changers •Data Valuation = Your Part? •Differentiation = Your Role
- 21. Bizofor Arranging Furniture? Poor Context = Brand Conflict
- 22. Competition = New Rules
- 24. Profile = Ad Targeting •Income •Interests •Brands •Discussions •Groups •Profile
- 25. Your Share? $175M $3.1B
- 26. What makes us (you) different than an automated, cookie based buying and placement process?
- 28. Your Products Shift in Mindset Data Services Ads Your Data Products Services Ads
- 29. No info -Anonymous Online Identification A Publisher’s Complete Data Profile Data Distinctions
- 30. DEMOGRAPHICS Qualification Cards Subscription Forms Registration Forms Profile Data BEHAVIORS Email Opens and Clicks Website Visits Event Attendance Webinar Registration CONTEXT Content Engagement Interests Articles Topics Publisher’s Data Asset
- 31. 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:tom@freshmedia.com •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
- 32. Fresh or Stale Information?
- 33. Data in Action
- 34. Online Evolved
- 35. What all do we know? Identify Only Visitor Website
- 36. CMS Unified Data Profile Real-time API Leveraging Data
- 37. Return a Rich Profile •Hardware Buyer •Big Prospect •Subscriber •$1B Revenue •C-Level •Active Clicks •Faucets
- 38. •Hardware Buyer •Big Prospect •Subscriber •$1B Revenue •C-Level •Active Clicks •Faucets
- 39. Option 1 Option 2
- 40. •Profile match •Premium Ad Superior to RTB
- 41. Anonymous Ad #1 –Price = $x Registered Ad #2 –Price = $2x High Value Sales Ad #3 –Price = $4x
- 42. 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
- 43. Key Ideas
- 44. Key Ideas •Online strategy is not ‘webifyprint’ •Data first not products and ads •Use a fresh profile not a stale cookie •Little effort = big differentiation
- 45. Questions