Best prax in RTB display and audience management, circa summer 2011. Oh, laid to Biggie Small's "Ten Crack Commandments." Song and lyrics at: http://soundcloud.com/chaucerbarnes/ten-tag-commandments These slides are meant to decode the song into less stylized speech, for people who fdon't think smart stuff gets said in couplets. shuffle through them in time to the song for the full effect.

1. The Ten Tag
Commandments.
http://wws.do/8y

2. A few things to know
before we get started.
Tags=cookies=pixels
Spotlights=the tags used in outbound media (fire
on exposure)
Floodlights=the tags used in site-side media (fire
on conversion)
Midtail=the time and exposures between your first
touch and your last.
Reserved buy=any ad spend you lay out in
advance of served impressions.
I’m not mispronouncing “digital” when I say
“dagital.”

3. Prologue.
Trust me, I’m qualified.
These are the top considerations to deploying an advertiser-specific digital
network.

4. Tag Commandent #1.
Don’t share the size of your pool of addressable uniques with anyone.
A lot of sites get pretty put off that you can raise qualified audiences outside of
their inventory, let alone reach them repeatedly without those sites seeing any
money.

5. Tag Commandent #2.
Your reserved site partners have no right to know, but remarketing off of ad
impressions alone can be fruitful, especially if you have a tightly focused
reserved buy.

6. Tag Commandent #3.
Be more skeptical of numbers the more you deal with data-driven
companies.
Some—and I do mean just some—will rob you blind, file chapter 11, and
reopen under a new name just as quickly as playing square.

7. Tag Commandent #4.
Remarket against your site (and brand channel) visitors where possible.
It’s a no brainer.

8. Tag Commandent #5.
Don’t be so hasty with new users that you pay for useless clicks.
When they’re ready to take a meaningful action for you, you’ll see it in their
signals.

9. Tag Commandent #6.
Be persistent when an audience is showing signals of tipping.
Consider this your “this is happening, just don’t mess it up” phase.
Go at a slow simmer until they convert.

10. Tag Commandent #7.
Your ad and creative posture should pivot ONLY on how (or whether) a user has
interacted with you to date.
If you manage this effectively, you’ll have more money and insight to invest in
fostering more users.

11. Tag Commandent #8.
Super-rich display ads in midtail are generally unnecessary.
Use the space to communicate simple ideas visually.
Think of it like (most) out of home.

12. Tag Commandent #9.
Video is a probably the best way to quickly educate audiences who are
playing harder to get (i.e. not maturing).
Use preroll like TV when you need to to push messages to reluctant audiences.

13. Tag Commandent #10.
Where it regards privacy, err on the side of caution.
Congress is gonna skewer someone eventually.
Shame on whoever they pick. Don’t let it be you.

14. Epilogue.
Do these things, and you’ll be able to see your audiences and opportunities
clearly.
If you don’t, your analytics are meaningless.
Purer analytics are at your fingertips.
Embrace them, and build better stories...
...as I will.

15. Chaucer
Get at: @chocchauce
chaucer.barnes (everything else)