wtf is cross-device targeting? (digiday wtf programmatic for publishers - 4/30/15)
TRANSCRIPT
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 [email protected]
Deterministic Matching CROSS DEVICE SOLUTIONS
• Male 18-35 • Auto-Intender • Has visited amazon.com recently
Logged in as [email protected]
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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