2. Audience Targeting:Definition (an attempt) Targeting: The process of identifying segments of similar users, and incorporating them into the ad delivery decision Behavioral Targeting: The process of identifying patterns of user interactions, and incorporating them into the ad delivery decision Interaction Recency Frequency
3. Audience Targeting: A Brief History of Starts and Stops Facebook Beacon Google announces BT effort DSP’s emerge AOL acquires Tacoda BT technologies emerge Engage announces user profile DB Yahoo and Google launch privacy tools BT networks emerge FTC publishes guidelines Data co’s. emerge RMX 10 02 98 01 04 08 09 05 Privacy investigation The Industry Icons …issues “last chance” to regulate Tacoda winds down BT software sales …then shuts it down DCLK halts BT DCLK acquires Abacus Senate inquiry of NebuAd …eventually shutters …eventually shutters Gator changes name to Claria …eventually shutters
4. Why BT Exists: Advertiser POV Proxies are expensive Exhibit A: 67% of iVillage.com visitors are Women * * Comscore August 2010
5. Why BT Exists: Publisher POV A small amount of inventory generates the majority of revenue $ $ ergo… A majority of inventory generates a small amount of revenue $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
7. A better scenario Price Direct Sales Audience-based selling New Revenue Fill by ad networks Volume
8. An even better scenario Price Direct Sales Audience-based selling New Revenue Fill by ad networks Volume
9. Ad Ad Ad The New Supply Chain The traditional ecosystem Ad Net
10. Ad Ad Ad Ad Ad The New Supply Chain DSP and Exchanges Dynamic The new ecosystem Ad Net SSP Agency DSP Data Co.s
11. The New Supply Chain DSP and Exchanges Dynamic The future ecosystem? Agency Ad Pub Ad server DSP Media Planners Sales Team Quant Team Quant Team Data Co. Exchange Ad Net
12. Value Propositions Every advertiser seeks any of these five categories: Brand Association Contextual Relevance Audience Targeting Metric-driven Goal Creative Execution
13. User Data Types and the Data Providers Demographic Psychographic Shopping Social Search Contextual / Semantic Behavioral / Interest
17. Mapping our Data to Sellable Segments Map these interactions…………………………………………………..…………to these attributes View content View product information View ad Click on ad Purchase something Search for something Attend an event Provide information about themselves Interest Life-stage Lifestyle Intent Behavior Demography
18. Mapping our Data to Sellable Segments Turn these attributes…………………………..…………….into targets Interest Life-stage Lifestyle Intent Behavior Demography Active Travelers Affluents
19. Mapping our Data to Sellable Segments Package targets for advertisers Active Travelers Affluents
20. Media Inventory Options Audience Extension Targeted Media Site-Specific Inventory Large Reach Vehicles Verticals Leveraging IAC’s O&O data across all IAC Properties Sold by dedicated sales teams. Only select inventory available on non-guaranteed basis. Reaches all of IAC’s brands and users. Reaches IAC’s users anywhere on the Web High volume content channels. Overlaying targeting is available. Lifestyle Run of Active Shoppers Sports Fans House & Home Movie Fans Enter-tainment Parents Personals Affluents
21. Cube Targeting Methodology Analyzing multiple dimensions of attributes to achieve the highest level of insight into audience profiles Declared Demographics Interest Behavior Shopping Patterns If consumers are multi-dimensional, then our targeting should be too
23. Data Flow DemographicData Match.com Site Data Site Data Site Data Shopping History Pronto.com Browsing Patterns Citysearch
24. Data Flow DemographicData Match.com Site Data Site Data Site Data Shopping History Pronto.com Unified Database Browsing Patterns Citysearch
25. Data Flow Behavioral Logic and Segmentation DemographicData Match.com Site Data Site Data Ad Engine Makes delivery decision Site Data Ticket purchases Ticketmaster Unified Database Targeted Ad Browsing Patterns Citysearch Audience Cubes
32. Opposing Forces We Have to Tackle Declared vs. Observed Reach vs. Accuracy Standard vs. Custom Context vs. Audience Dedicated vs. Integrated Incumbent vs. Newcomber
33. The problem with centralization So. Many. Products. Head. Will. Explode…
34. Pricing Strategy is Never Perfect at Launch We started pricing near premium offerings Adjusted prices after market feedback, observing volume
35. Questions Pubs should ask themselves How diverse is our audience? Who do our clients want to reach? What are we in short supply of? How well do we know our audience? Can we operationalize this? What technology do we need? What is the size of the opportunity?
37. Weigh in on the Strategy Every strategy requires a different operational plan
38. Audience-based Selling Requires a Modified DNA Cookie-matching User overlap Cookie deletion pixels Look-alikes Recency Data modeling Frequency Semantic Remarketing Segment membership Social graph Cookie pools
Welcome.Thank you for joining us today at the IAC Roundtable.You’re among a select few to preview an exciting new development we’ve been working on for the past year to better serve your clients. I’d like to stress that today is intended to be an open conversation so please don’t be shy with your feedback, questions, and concerns.Let’s get started.
Yahoo Ad Interest Manager, Google Dashboard.Bluekai sept08
Yahoo Ad Interest Manager, Google Dashboard.Bluekai sept08
Yahoo Ad Interest Manager, Google Dashboard.Bluekai sept08
Yahoo Ad Interest Manager, Google Dashboard.Bluekai sept08