Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
1ST AND 3RD PARTY DATA
FOR PUBLISHERS
AGENDA
•  WTF Is 1st And 3rd Party Data?
•  Benefits Of 1st Party Data
•  Best Practices
WTF IS 1ST AND 3RD PARTY
TARGETING?
THE KEY TO SUCCESSFUL AUDIENCE SEGMENTS
Age
(3rd party)
Visitation
Frequency
(1st party)
Section
Affinities
(1st party)
Se...
CHARACTERISTICS OF 1ST AND 3RD PARTY DATA
•  Registered Users
•  Any Action:
•  Purchase
•  Share
•  Search
•  Read
1st Pa...
FEATURES AND BENEFITS: 1ST PARTY DATA
Online data that is created and owned by the publisher
No additional cost to target
...
FEATURES AND BENEFITS: 3RD PARTY DATA
Data that is owned, collected, and stored by another 3rd party
vendor
Non-transparen...
1ST PARTY DATA ON…
Technographic & Geographic
Ad Exposure & Interaction
Contextual Targeting
On Site Searching
User Conten...
10
BENEFITS OF 1ST PARTY DATA
LEVERAGE YOUR UNIQUE 1ST PARTY AUDIENCE
TRANSPARENT
FLEXIBLE	
  
UNIQUE	
  
SALES: BEFORE AND AFTER DATA
Pre-Audience Selling
Post-Audience Selling
EDUCATION
IMPLEMENTATION
OPTIMIZATION
Advertiser facing audience segment
descriptions and one-sheets
Include audience targeting in your
current proposals and recommendations
Allocate 15-20% of the overall proposal budget
to audience targeting
Fluid and flexible budget expectations
Regular segment update and update for
core segments
Leverage yield analytics data to optimize
performance
Because it works.
Why?
Pure 1st party segments saw a 50% lift in
performance vs. those containing 3rd party data
KEY TAKEAWAYS
1st party data is extremely valuable
Increases performance, inventory, and CPMs
Ability to sell audiences vi...
Questions?
WTF is First-Party vs. Third-Party Data? (Digiday WTF Programmatic for Publishers - 4/30/15)
Nächste SlideShare
Wird geladen in …5
×

WTF is First-Party vs. Third-Party Data? (Digiday WTF Programmatic for Publishers - 4/30/15)

Jana Meron from Business Insider's presentation on "WTF is First-Party vs Third-Party Data" from Digiday's WTF Programmatic for Publishers event in NYC - April 30, 2015.

  • Als Erste(r) kommentieren

WTF is First-Party vs. Third-Party Data? (Digiday WTF Programmatic for Publishers - 4/30/15)

  1. 1. 1ST AND 3RD PARTY DATA FOR PUBLISHERS
  2. 2. AGENDA •  WTF Is 1st And 3rd Party Data? •  Benefits Of 1st Party Data •  Best Practices
  3. 3. WTF IS 1ST AND 3RD PARTY TARGETING?
  4. 4. THE KEY TO SUCCESSFUL AUDIENCE SEGMENTS Age (3rd party) Visitation Frequency (1st party) Section Affinities (1st party) Segment
  5. 5. CHARACTERISTICS OF 1ST AND 3RD PARTY DATA •  Registered Users •  Any Action: •  Purchase •  Share •  Search •  Read 1st Party 3rd Party •  Demographics •  Offsite Characteristics: •  Behaviors •  Interest •  Intent •  Search History VS
  6. 6. FEATURES AND BENEFITS: 1ST PARTY DATA Online data that is created and owned by the publisher No additional cost to target Highly valuable and underleveraged Exclusive/unique
  7. 7. FEATURES AND BENEFITS: 3RD PARTY DATA Data that is owned, collected, and stored by another 3rd party vendor Non-transparent Variable CPM usage costs Universally available and undifferentiated
  8. 8. 1ST PARTY DATA ON… Technographic & Geographic Ad Exposure & Interaction Contextual Targeting On Site Searching User Content Affinity, Interests, And Intent Traffic Source Exposing Where Users Came From Registration Data
  9. 9. 10
  10. 10. BENEFITS OF 1ST PARTY DATA
  11. 11. LEVERAGE YOUR UNIQUE 1ST PARTY AUDIENCE TRANSPARENT FLEXIBLE   UNIQUE  
  12. 12. SALES: BEFORE AND AFTER DATA Pre-Audience Selling Post-Audience Selling
  13. 13. EDUCATION IMPLEMENTATION OPTIMIZATION
  14. 14. Advertiser facing audience segment descriptions and one-sheets
  15. 15. Include audience targeting in your current proposals and recommendations
  16. 16. Allocate 15-20% of the overall proposal budget to audience targeting
  17. 17. Fluid and flexible budget expectations
  18. 18. Regular segment update and update for core segments
  19. 19. Leverage yield analytics data to optimize performance
  20. 20. Because it works. Why? Pure 1st party segments saw a 50% lift in performance vs. those containing 3rd party data
  21. 21. KEY TAKEAWAYS 1st party data is extremely valuable Increases performance, inventory, and CPMs Ability to sell audiences via private marketplace and audience extension
  22. 22. Questions?

×