Audience Targeting
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company: Jupiter Research
>
1www.iacadvertising.com
Turning Audience Targeting into Revenue
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Audience Targeting: Definition (an attempt)
Behavioral Targeting: The process of identifying patterns of user interactions, and incorporating them into the ad delivery decision
Targeting: The process of identifying segments of similar users, and incorporating them into the ad delivery decision
Interaction
Recency Frequency
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AOL acquires Tacoda
DCLK halts BT
Engage announces user profile DB
DCLK acquires Abacus
Senate inquiry of NebuAd
Audience Targeting: A Brief History of Starts and Stops
Gator changes name to Claria
BT technologies emerge BT networks
emerge
Tacoda winds down BT software sales
…eventually shutters
Privacy investigation
Google announces BT effort
FTC publishes guidelines
…issues “last chance” to regulate
Data co’s. emerge
0298 01 04 08
…eventually shutters
09
Yahoo and Google launch privacy tools
…eventually shutters
DSP’semerge
RMX
05 10
Facebook Beacon
…then shuts it down
The Industry Icons
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Why BT Exists: Advertiser POV
Proxies are expensive
Exhibit A: 67% of iVillage.com visitors are Women *
* Comscore August 2010
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Why BT Exists: Publisher POV
A small amount of inventory generates the majority of revenue
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$$ ergo…
A majority of inventory generates a small amount of revenue
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Price
Volume
Direct Sales
Fill by ad networks
A typical publisher scenario
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Price
Volume
Direct Sales
Fill by ad networks
New Revenue
Audience-based selling
A better scenario
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Price
Volume
Direct Sales
Fill by ad networks
New Revenue
Audience-based selling
An even better
scenario
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The New Supply Chain
Ad
Ad Net
Ad
Ad
The traditional ecosystem
Agency
Pub
Pub
Pub
Pub
Pub
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The New Supply ChainDSP and Exchanges Dynamic
Ad
Ad
Ad
Ad
Ad Net
Ad
Data Co.s
The new ecosystem
AgencySSP
DSP
Exchange
Pub
Pub
Pub
Pub
Pub
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The New Supply ChainDSP and Exchanges Dynamic
The future ecosystem?
Exchange
Agency PubAd
Ad server
DSP
Qua
ntTe
am
SalesTeam
Quant Team
Media Planners
Ad Net
DataCo.
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Value Propositions
1. Brand Association
2. Contextual Relevance
3. Audience Targeting
4. Metric-driven Goal
5. Creative Execution
Every advertiser seeks any of these five categories:
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User Data Types
1. Demographic
2. Psychographic
3. Shopping
4. Social
5. Search
6. Contextual / Semantic
7. Behavioral / Interest
and the Data Providers
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Targeting ModelsModel Questions we want to Answer
PredictiveWhat can we predict about a user’s interactions?How can we predict a user’s behavior?How can we determine a user’s intent?
CorrelativeWhat else can we learn about a user’s behavior?What other behaviors can we infer from a user’s
known behaviors?
Interest What can users’ interactions tell us about their interests?
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IAC’s Approach
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IAC At A Glance
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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
Map these interactions…………………………………………………..…………to these attributes
Demography
Mapping our Data to Sellable Segments
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Interest
Life-stage
Lifestyle
Intent
Behavior
Demography
Turn these attributes…………………………..…………….into targets
Active Travelers
Affluents
Mapping our Data to Sellable Segments
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Package targets for advertisers
Active Travelers
Affluents
Mapping our Data to Sellable Segments
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Personals
Run of
Media Inventory Options
Affluents
Parents
Movie Fans
Sports Fans
Active Shoppers
Targeted Media
Site-Specific Inventory
Large Reach Vehicles
Enter-tainment
House&
Home
Verticals
Lifestyle
Sold by dedicated sales teams. Only select
inventory available on non-guaranteed basis.
Leveraging IAC’s O&O data across all IAC
Properties
High volume content channels. Overlaying targeting is available.
Reaches all of IAC’s brands and users.
Audience Extension
Reaches IAC’s users anywhere on the Web
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Declared Demographics
Interest
Behavior Shopping Patterns
Analyzing multiple dimensions of attributes to achieve the highest level of insight into audience profiles
Cube Targeting Methodology
If consumers are multi-dimensional, then our targeting should be too
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Property Search Contextual Shopping Intent
Declared Demographic
Inferred Demographic
Declared Interests
Travel Intent
Data as the Glue Across Properties
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Data FlowDemographic Data
Match.com
Browsing PatternsCitysearch
Shopping HistoryPronto.com
Site Data
Site Data
Ad server 1
Site Data
Ad server 2
Ad server 3
Ad server 4
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Taxonomy Mapping and Data Fusion
Demographic DataMatch.com
Unified Database
Browsing PatternsCitysearch
Shopping HistoryPronto.com
Site Data
Site Data
Site Data
Data Flow
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Taxonomy Mapping and Data Fusion
Demographic DataMatch.com
Unified Database
Ad EngineMakes delivery
decision
Targeted Ad
Browsing PatternsCitysearch
Ticket purchasesTicketmaster
Audience Cubes
Behavioral Logic and
Segmentation
Site Data
Site Data
Site Data
Data Flow
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Tools
Ad server Segmentation Web Analytics Data Warehouse Audience Management Reporting / BIRT
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What We’ve Learned
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Opposing Forces We Have to Tackle
Declared vs. Observed
Reach vs. Accuracy
Standard vs. Custom
Context vs. Audience
Dedicated vs. Integrated
Incumbent vs. Newcomber
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So. Many. Products.Head. Will. Explode…
The problem with
centralization
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Pricing Strategy is Never Perfect at Launch
We started pricing near premium offerings
Adjusted prices after market feedback, observing volume
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Questions Pubs should ask themselves
How diverse is our audience?
What is the size of the
opportunity?
Who do our clients want to
reach?
Can we operationalize
this?
What are we in short supply
of?
What technology do
we need?
How well do we know our
audience?
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What is The Ad Ops Role in this New Era?
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Weigh in on the StrategyEvery strategy requires a different operational plan
Audience-Selling Strategy
Data-import Strategy
Data-export Strategy
Optimization Strategy
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Audience-based Selling Requires a Modified DNA
Cookie-matching
Cookie deletion
Recency
Frequency
Data modeling
User overlap
pixels
Remarketing Segment membership
Semantic
Social graphCookie pools
Look-alikes
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An Operational Plan is Integral to a Go-to-Market Plan
Execution- Make sure trafficking workflow syncs with
systems’ integration- Standardization is important- Understand new limitations
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An Operational Plan is Integral to a Go-to-Market Plan
Inventory Management- Inventory lags targeting- Assess overlap- Adjust and articulate the margin of error- Take command of both UV’s and Imps- Flexibility begets complexity
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An Operational Plan is Integral to a Go-to-Market Plan
Productization- Level of targeting must align with sales strat- Determine impacts to order management- Make sure pricing fits with existing products
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Be Prepared to Execute Several Models
1
2
3
O&O Media
O&O Data
O&O Data
O&O Data
Non-O&O
Media
Aggregating your own media and data assets to create a Publisher-owned ad network
Selling your data assets into closed and open marketplaces
Using your data assets, sell targeted media from anywhere on the Web
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What’s Next…and beyond
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Personalization
Opportunity for DSP’s
Amazon, eBay
User data
Ad data
Media data
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The Social Graph
InfluencersConnectionsConversationsDegrees
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Video and TV
Voice RecognitionUsing Closed CaptioningSemantic modelingSet-top box
Source TNS Infosys TV, Simulmedia
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Privacy
Ad Notice and Ad Choices
Possible government interventionConsumers get smarter