Publishers: Maximize Audience Value On Every Screen
2
Click here to load reader
Transcript of Publishers: Maximize Audience Value On Every Screen
HOW DOES IT WORK?:
DMPAUDIENCE
DMPPUBLISHER
DFP TAGS AUDIENCE INFO
PUBLISHER
TAPADDEVICE GRAPHTM
THREETapad passes cross-device enabled audience data back to
publisher via file or real time API call
FOURYou can now reach consumers on any one of their devices
ONETapad syncs with your DMP to ingest
first party audience data
TWOTapad matches your first party audience data with
the Device Graph™ to identify all user devices
PUBLISHER
AUDIENCETAG
TAPAD DEVICE GRAPHTM
ENGAGEMENTREACH
WHY CROSS-DEVICE?
top publishers find higher content
consumption on mobile versus desktop.
(Pew Research, 2015)
consumers feel disconnected with sites
where advertising does not align with their interests.
(Janrain and Harris Interactive, 2014)
39 50OFTHE 3/4NEARLY
SimplicityOne integration allows you to confidently reach users on any device
Higher CPMsYour audience information is rich, and when utilized on additional devices, you can command higher rates.
Increase Premium Fill RatesEliminate the need to throw in run-of-network impressions or untargeted mobile impressions with premium audience based inventory on any screen
Improved InsightUnderstand which platforms, ads and users work best, to optimize toward higher performance
WHY CROSS-DEVICE WITH TAPAD?:
PROVEN RESULTS!“Through our partnership with Tapad, FOX News leverages niche audiences across
devices for our advertisers, providing increased reach and improved overall performance in a growing mobile landscape.”
- Lara Kundakji, Insights Manager, FOX News Digital
MAXIMUM AUDIENCE VALUE ON EVERY SCREENPUBLISHERS: OPTIMIZE CONSUMER BEHAVIOR ACROSS DEVICES
behavioral information across screens. This gives you the ability to increase fill rates, improve CPMs and allocate marketer ad dollars more e�ectively.
Audiences move across screens and access content in many formats. Tapad’s Device Graph can help you easily leverage your audience assets on all devices, by linking users and their
© 2016 Tapad. All rights reserved.
tapadcoral.com [email protected] @tapad
WE TURN DATA CONNECTIONS INTO HUMAN CONNECTIONS.
WE TURN DATA CONNECTIONS INTO HUMAN CONNECTIONS.
Digital media companies face many challenges, but none more fundamental than the fractured nature of today’s digital marketing and advertising ecosystems. Today’s technology platforms treat users as di�erent people as
CREATING A UNIFIED VIEW OF THE CONSUMER
THE TAPAD’S DEVICE GRAPH™
HOW IT WORKSConsumer X is searching for a credit card as well as requested a quote for a new car on her computer
1
Consumer X uses her tablet to research a much needed vacation
3
We know Consumer X’s gender because she is browsing female lifestyle sites via mobile phone
2
No information is known about the user of this device; however, you can now traverse the graph and serve ads relevant to Consumer X — credit card o�ers, new cars, female-centric products, travel deals, etc.
4
The Device Graph™ aggregates each user, house-hold, social and work attributes to gain a unified view of the consumer5
they use di�erent devices and switch between contexts within those devices. The Tapad Device Graph™ allows you to understand, monetize, and measure your audience across any of their internet-connected devices.
HOW WE DO ITContinuously informing the Device Graph™ based on real-time data collection, making both scale and accuracy improvements mid-campaign.
Modeling of billions of non-PII data points, isolating strong behavioral and relationship-based patterns across devices.
Partnering with organizations that have explicitly bridged devices based on authentication, to act as a control population for Device Graph™ modeling.
PRIVACYTapad partners with industry privacy firms like DAA, NAI and Ghostery (formerly Evidon) to ensure the highest standards of consumer notice and choice. The Tapad Device Graph™ does not use any fingerprinting technologies.
USE CASES
Measure the e�ectiveness of your cross-device advertising programs.
Enable a more 360 degree view of your customers across all of their devices.
Understand user pathing across devices to power more e�ective acquisition marketing and make strategic editorial decisions.
Monetize your audience, not your content channels
Reach your users with unified and coordinated messaging across all of their devices
Personalize the user experience based on cross-device behaviors.
REACH ANALYSIS
NORTH AMERICA 1.55B CONNECTED DEVICES
© 2016 Tapad. All rights reserved.
tapadcoral.com | [email protected] | @tapad
% of Total Device Graph
0
75
150
225
300
375
Computer41%
MOBILE43%
Tablet16%
