Since 2009, Google has personalised all search results, with social signals playing an increasingly important role. Demand Side Platforms (DSPs), plugged into audience science tools, mean that display ads can now be targeted at individual impressions, based on a predicted user profile. And since earlier this year, the use of cookies has been regulated by the EU. How are these three things connected? What do they mean for marketers? And is any of this a good thing? This presentation aims to find out.

1. PERSONALISATION,
PROFILES & POLICY
CIARÁN NORRIS
D I R E C T O R
EMERGING MEDIA

2. 67 countries
6,000 people
100s clients
£millions of spend

4. Here’s
one I did
earlier

5. Except, I
didn’t

6. I’ve Been Here Before…

7. A Vision (From 2007)
Preferences
Voice Recognition
Recommendations
KEYWORD
USER PROFILE
SEARCH
4D
SEARCH
TIME LOCATION
GPS Positioning
GPS Tagging

8. Social
recommendations

9. A Vision (From 2007)
Preferences
Voice Recognition
Recommendations
KEYWORD
USER PROFILE
SEARCH
4D
SEARCH
TIME LOCATION
GPS Positioning

12. It’s Not Just SoLoMo

13. It’s Not Just SoLoMo

14. And It’s Not Just Google

16. Stuff
Facebook
Thinks I’ll
Like

17. The Rest Of The
Noise
Stuff
Facebook
Thinks I’ll
Like

19. So, This Is All Great.
Right?

20. And Facebook Likes Also Drive Brand

21. And +1 Can Reduce CPC

22. But!

23. Image by Pete Birkinshaw on flickr

24. Image byby Zero Emission Resource Organisation on flickr
Image Pete Birkinshawon flickr

25. The Present Bias

26. The Present Bias
Designed by Dr.-Ing. Joachim Feldmann

28. Who Do You Think
Won The Twitter
Election?

31. We Need New Ways Of
Categorising

34. And +1 Can Reduce CPC

36. And We Can Sell Like
This

38. 1. Collect confirmed data 2. Prediction modelling 3. Segmentation
Statistical models are built to
predict “true male” across all 600 Segmentation for balance of
~ 5,000,000 profiles
attributes reach and precision

39. Average
Cost Per
Segment Bookings Media Spend Revenue CPM Booking
Booking
Value
Prospecting 52 $13,408 $28,261 $1.37 $260 $548
Prospecting –
64 $9,898 $48,082 $3.88 $154 $747
3rd Party Data
Total 116 $23,306 $76,343 $1.89 $201 $658
Source: Google

40. And It Doesn’t End
There

41. YouTube Trueview

42. Promoted Tweets

43. Promoted Tweets

44. Promoted Tweets

45. So, All Good?

46. scubadive67 on flickr

47. Introduction
Rock Cohen on flickr

48. Zimpenfish on flickr

49. Cameron Perkins on flickr

50. Kathryn Rotondo on flickr

51. Conclusions
Want To Rank? Get Social
Get Noticed? Social Context
Save Money? Go DSP
Cookies?…

52. http://www.indra.com/8ball/front.html

53. http://www.indra.com/8ball/front.html
Kathryn Rotondo on flickr