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eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016

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eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016

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Buyers and sellers alike see value in reaching audiences across all screens. Register here for a complimentary eMarketer webinar to learn about the opportunities and challenges of achieving a more people-based approach to targeting. Topics in this webinar include: What’s the current state of cross-device targeting among advertisers? Where does TV fit in to the cross-device landscape? How valuable is first-party data? Will marketers attempting to target audiences run into privacy concerns?

Buyers and sellers alike see value in reaching audiences across all screens. Register here for a complimentary eMarketer webinar to learn about the opportunities and challenges of achieving a more people-based approach to targeting. Topics in this webinar include: What’s the current state of cross-device targeting among advertisers? Where does TV fit in to the cross-device landscape? How valuable is first-party data? Will marketers attempting to target audiences run into privacy concerns?

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eMarketer Webinar: Cross-Device Targeting—What to Watch for in 2016

  1. 1. © 2016 eMarketer Inc. Cross-Device Targeting: What to Watch for in 2016 Lauren T. Fisher Senior Analyst January 14, 2016 Made possible by
  2. 2. © 2016 eMarketer Inc. Agenda  The current state of cross-device targeting  The two main methodologies behind cross-device targeting  Seven things to watch for in 2016
  3. 3. © 2016 eMarketer Inc. The Current State of Cross-Device Targeting
  4. 4. © 2016 eMarketer Inc. When it comes to delivering on cross-device promises, we’d like to think we’re here …
  5. 5. © 2016 eMarketer Inc. Or even here …
  6. 6. © 2016 eMarketer Inc. But in reality, we’re here:
  7. 7. © 2016 eMarketer Inc. It’s a problem for buyers, but it’s also a problem for sellers
  8. 8. © 2016 eMarketer Inc. An inability to identify individuals across all devices in a universal manner is the key obstacle “There’s a lot of conversation around whether or not we are going to get to a single identifier that’s going to be the holy grail of connecting a person across all devices and channels. I don’t think we’re necessarily any closer.” —Pete LaFond, VP of Marketing, TruSignal
  9. 9. © 2016 eMarketer Inc. How It’s Done Today: The Two Audience Identification Methods
  10. 10. © 2016 eMarketer Inc. Most companies today use one or both of the following identification methods:  Deterministic identification  Probabilistic identification
  11. 11. © 2016 eMarketer Inc. Deterministic Identification  How it works: Relies on known-user information to recognize, with near-certain confidence, an individual on each of his or her internet-connected devices.  Examples of data used: Anonymized login data, CRM-level data, email address or customer ID.  Companies taking a deterministic approach: Facebook, Google, AOL, Amazon.com, The Weather Company, eBay, others.
  12. 12. © 2016 eMarketer Inc. Probabilistic Identification  How it works: Uses a mix of publicly available ad-serving data to assess the statistical probability that a specific device belongs to a particular individual.  Examples of data used: IP address, browser version, operating system data, device type, browsing behavior, content consumption patterns, location-based data and time of day.
  13. 13. © 2016 eMarketer Inc. The methods might be distinct, but increasingly, both buyers and sellers use a blend of both
  14. 14. © 2016 eMarketer Inc. Seven Things to Watch for in 2016
  15. 15. © 2016 eMarketer Inc. 1. Preference for deterministic data will drive buyers deeper into ‘walled gardens’
  16. 16. © 2016 eMarketer Inc. 2. It will also raise the importance of collecting and utilizing first-party data
  17. 17. © 2016 eMarketer Inc. Email will be the primary match key
  18. 18. © 2016 eMarketer Inc. But outside of the walled gardens like Facebook, email and other first-party data use won’t be seamless—at least not yet
  19. 19. © 2016 eMarketer Inc. As buyers bring first-party data to walled gardens, they’ll be frustrated by lack of output “If you’re a marketer of a big brand, you’re in a bit of a quandary at the moment because you have players like Facebook and Google, and they have a lot of data you want to leverage. But they are pretty hell-bent on making sure that if you are going to leverage their data with yours, then you have to give your data to them, and not the other way around.” —James Green, CEO, Magnetic
  20. 20. © 2016 eMarketer Inc. 3. Decoupling of cross-device media and technology will gain steam
  21. 21. © 2016 eMarketer Inc. 4. Questions about cross-device measurement and match rates will cause added concerns “If you look at both Nielsen OCR and comScore VCE, both are based on panels. So even as precise as my data is, how do I know that it’s going to score well against comScore’s methodology? I don’t. That’s a problem both for us and for advertisers.” —Sasha Berman, VP of Product, AOL Platforms
  22. 22. © 2016 eMarketer Inc. 5. TV will become a big factor in the cross-device equation
  23. 23. © 2016 eMarketer Inc. In many cases, cross-device targeting will be about finding TV audiences again in digital
  24. 24. © 2016 eMarketer Inc. Ultimately, addressable TV will be the preferred way to bring things together. But addressability remains the exception, not the rule
  25. 25. © 2016 eMarketer Inc. In the interim, expect partnerships to form
  26. 26. © 2016 eMarketer Inc. 6. First-party data consortiums will pop up “There are probably any number of consortia of publishers out there that are looking at building large, deterministic match sets. … If you put the right group of players together, it will get us the quality and ability to solve both the targeting and the attribution problems.” —Dave Smith, VP of Yield and Monetization, Pandora
  27. 27. © 2016 eMarketer Inc. 7. As cross-device means using more data across more devices, privacy concerns will rise 96% Portion of US internet users either “very” or “somewhat” concerned about data privacy and how companies use their data Source: Gigya, “The 2015 State of Consumer Privacy and Personalization,” July 2015
  28. 28. © 2016 eMarketer Inc. Greater transparency and consumer control will be paramount to navigating cross-device in a privacy-conscious manner
  29. 29. © 2016 eMarketer Inc. But consumers aren’t the only ones concerned about how their data is being used “Given the value of their first-party data and what it takes to collect it, [clients] are very, very concerned about how it’s being used and that it is not used for anything besides their very, very specific purposes.” —Alan Beiagi, Senior Director, Products at DataXu
  30. 30. © 2016 eMarketer Inc. Key Takeaways:  Know how deterministic and probabilistic methods fit into your strategy  Recognize that the thirst for deterministic data will lead to greater reliance on walled gardens  It will also fuel greater focus on collecting and utilizing first-party data  Anticipate consumer privacy concerns and be mindful of your own data  Start factoring TV into the cross-device equation
  31. 31. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Impact of getting identity right Tying Mobile to Desktop Average Deduplication +25% Better Attribution w/2-3 device exposure Impressions to Convert -50% Better Advertising w/restated user reporting Reporting $ Value +50% Better Reporting Mobile Profile Extension A/B Testing Consistency © 2016 Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Trend: Market to people, not devices Breaking Down Device Silos X XX
  33. 33. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Trend: Market to people, not devices Connecting The Dots
  34. 34. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Deterministic PRO: High level of confidence CON: Low Scale Probabilistic PRO: High scale CON: Lower level of confidence Looking for more clarity about your customer audience? To get the most complete view of your customers bring both Deterministic and Probabilistic marketing strategies together.
  35. 35. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADOBE AUDIENCE MANAGER Leverage cross device signals to identify individuals and better understand your customers Power personalization across all digital channel Find powerful audience insights through 2nd and 3rd party partners
  36. 36. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  37. 37. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Lauren T. Fisher Cross-Device Targeting: What to Watch for in 2016  Cross-Device Targeting: First-Party Data, TV and Privacy are Big Factors for 2016  Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges  Cross-Device Search Marketing: As Search Goes Multidevice, Ad Targeting and Measurement Struggle to Keep Pace  Programmatic TV Advertising: Bringing Data-Driven Audience Buying to the ‘First Screen’

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