wtf is cross-device targeting? (digiday wtf programmatic for publishers - 4/30/15)

Cross Device: A Publisher’s Perspective

Andrew Goodrich, Programmatic Product Specialist The Weather Company

April 30, 2015

Connected Devices are Increasing Rapidly THE HEADLINES

“Apps already account for more than 50% of time spent on digital media” -AdExchanger

“63% of Americans say they have browsed online content on some device while watching TV.” -Harris Interactive

“By 2017, there will be 5 devices/connections for every Internet user” -Cisco VNI Global IP Traffic Forecast

“Mobile Ad Spend to Top $100 Billion Worldwide in 2016, 51% of Digital Market” -eMarketer

Connected Devices in the Living Room THE CONNECTED LIFE

Connected Devices in the Living Room THE CONNECTED LIFE

CONNECTED DEVICES

•  AppleTV •  Xbox •  Laptop •  iPhone •  iPad

What’s the challenge?

Current programmatic buys are based on cookies COOKIE MONSTER

COOKIES ARE GREAT. •  Enables advertisers to buy based on

audience •  Supported in most browsers •  Easy to share - DMPs share cookie

data with buyers

Cookies don’t work outside of Desktop inventory COOKIE MONSTER

IN A COOKIE-LESS WORLD…

•  Very difficult to identify users •  Audience-based buys are very limited •  Even more complicated as devices

expand (CTVs, new mobile devices)

State of the Industry COOKIE MONSTER

•  Male 18-35 •  Auto-Intender •  Has visited amazon.com recently

•  ?????????

How Are Advertisers Dealing with this?

How can we figure out who’s who? CROSS DEVICE SOLUTIONS

DSPS AND DMPS TAKING ON THE CHALLENGE •  MediaMath •  [x+1] •  Turn

•  BlueKai •  Krux •  Lotame •  Neustar •  Drawbridge

How can we figure out who’s who? CROSS DEVICE SOLUTIONS

Deterministic Based on logged-in data

Probabilistic VS

Based on predictions

Deterministic Matching CROSS DEVICE SOLUTIONS

•  Male 18-35 •  Auto-Intender •  Has visited amazon.com recently

•  ?????????

Deterministic Matching CROSS DEVICE SOLUTIONS

•  Male 18-35 •  Auto-Intender •  Has visited amazon.com recently

•  ?????????

Logged in as andrew.goodrich@weather.com

Deterministic Matching CROSS DEVICE SOLUTIONS

•  Male 18-35 •  Auto-Intender •  Has visited amazon.com recently

Logged in as andrew.goodrich@weather.com

Probabilistic Matching CROSS DEVICE SOLUTIONS

BASED ON MANY FACTORS •  IP Address •  Device Type •  App/Browser Data •  Many others…

Probabilistic Matching CROSS DEVICE SOLUTIONS

BASED ON MANY FACTORS •  IP Address •  Device Type •  App/Browser Data •  Many others…

HOME IP ADDRESS

Probabilistic Matching CROSS DEVICE SOLUTIONS

BASED ON MANY FACTORS •  IP Address •  Device Type •  App/Browser Data •  Many others…

HOME IP ADDRESS WORK IP ADDRESS

•  Can now reasonably

link the desktop and mobile phone as the same user

Deterministic vs. Probabilistic CROSS DEVICE SOLUTIONS

DETERMINISTIC •  Much more accurate •  Usually at lower scale •  Facebook, Google, Twitter - lucky you!

PROBABILISTIC •  Lower accuracy •  Higher scale •  More realistic option for most publishers

The Future of Cross Device

Simplifying the Process CROSS DEVICE FUTURE

DSPS WILL INTEGRATE MORE CROSS DEVICE SOLUTIONS •  Universal IDs will become more common

DMPS TO SIMPLIFY THE PROCESS OF TARGETING AUDIENCES •  Targeting “Auto Intenders” will include both desktop and mobile users

INDUSTRY STANDARDS TO HELP EVERYONE •  Cross-company collaboration (IAB standards?) to help identify audiences

I’m a publisher. What do I do?

Steps for Success PUBLISHERS

1) PUSH FOR USER LOGIN •  Unique offerings for logged-in users

2) PARTNER WITH DMPS FOR PROBABILISTIC MATCHING •  Lotame, BlueKai, TapAd, Krux, many more

3) ENSURE YOUR DATA IS GETTING PASSED TO YOUR SSP •  Private Deals will raise CPMs

Takeaways

Takeaways WRAP IT UP

1) CROSS DEVICE USAGE AND SPEND IS INCREASING RAPIDLY

2) COOKIES ARE BECOMING OBSOLETE

3) DETERMINISTIC AND PROBABILISTIC MATCHING HELP TO SOLVE THE PROBLEM

4) ADVERTISERS - LEVERAGE TECHNOLOGY VENDORS PUBLISHERS - LEVERAGE YOUR DATA

Thank you.

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