Platform-to-Platform Communication - Integration Benefits for Advertisers & Publishers by Robert Schneider
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Platform-to-Platform Communication - Integration Benefits for Advertisers & Publishers by Robert Schneider

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A plethora of systems and tools exist in today’s performance market, yet too few of these systems “talk” to each other to create shared business intelligence for advertisers and publishers in order......

A plethora of systems and tools exist in today’s performance market, yet too few of these systems “talk” to each other to create shared business intelligence for advertisers and publishers in order to optimise their partnerships and campaigns.

Through practical examples of partnerships that use end-to-end integrations, hear about the latest tools and systems used to manage their online marketing efforts alongside a breakdown of how you can create smarter interfaces between the many systems available to you in today’s market.

See how these new integrations enable you to increase productivity by using each other’s data for optimisation and consumer intelligence, ultimately enabling you to create fully optimised performance KPIs.

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  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times
  • Online-Marketing is surprisingly low-tech at times

Transcript

  • 1. PLATFORM-TO-PLATFORM COMMUNICATION: INTEGRATION BENEFITS FOR ADVERTISERS & PUBLISHERS Robert Schneider, COO @IngeniousTechAG
  • 2. 2 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Topics to be covered
  • 3. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.
  • 4. 4 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Exchanging Data … why talk about it?
  • 5. 5 ► Many players see only a fraction of the data opportunity ▸Own data is (over)protected ▸External data is underrated or deemed unaccessible ▸Walled Gardens are increasing ► Hesitation and insecurity to exchange data with partners ► Increasing privacy and compliance concerns ► Lack of technical know-how in Online-Marketing departments ► Missing technical standards for data exchange ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Introduction
  • 6. 6 “With great power comes great responsibility” Spiderman / Voltaire ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Introduction
  • 7. 7 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Introduction ► Performance Marketing depends on responsible use of data ► Too little distinction between anonymous profiles and personally identifiable information (PII) ► Privacy on the internet discussion has reached mainstream media ► Further concerns fueled by ▸mass surveillance ▸massive profits by internet companies
  • 8. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.
  • 9. 9 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Actions, Behaviour and Personally Identifiable Information (PII) are main data dimensions Common Data Dimensions ACTIONS •Customer Journey •Onsite activity •Session statistics •Conversions •Loyalty and activity index •Mostly anonymous profiles CONTEXT •Interests •Intentions •Demographic: Age, Gender, Location •Search Phrases •Not personally identifiable PII •Logged-in and single sign-on profiles •E-Mail, Phone, Address •Payment Details •Sensitive and personally identifiable SENSITIVITY OF DATA
  • 10. 10 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Relevant data is scattered across the User Journey Traffic Source •User searches for product: •Search phrase CONTEXT •Interest CONTEXT •Previous searches CONTEXT •Activity history and customised results when logged in ACTIONS PII Publisher •User refines decision: •Customer Journey ACTIONS •Product specifications CONTEXT •Brand preferences CONTEXT •Price ranges CONTEXT •Session duration ACTIONS •Clicks to advertisers ACTIONS •Recommendations based on history when logged in CONTEXT PII Advertiser •User purchases product: •Full personal information PII •Payment information PII •Exact product information CONTEXT •Additional products and purchases CONTEXT •Purchase history and lifetime value PII
  • 11. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.
  • 12. 12 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Data is detected or provided ► Anonymous profiles are detected ▸ Created by detection algorithms and stored temporarily ▸ Examples are cookies, session parameters and fingerprint algorithms ▸ Sharing data is common practice, basis of tracking and analytics ► Personally identifiable profiles are provided ▸ Provided by users in return for ▸Value-added services ▸Logistics and fulfillment purposes ▸ Examples are memberships of internet platforms (Twitter, Facebook), user databases of cashback and loyalty portals, mailing lists, customer databases of online-shops (CRM, ERP) ▸ Since PII is part of the data, sharing is less common
  • 13. 13 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Side question: Are Walled Gardens ‘data heaven’? Or do big players benefit from excess of data imports?
  • 14. 14 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Big players have created systems in which they can benefit most of all participants from data which is provided to them ► Online giants have created ‘endothermic’ systems: more data is provided to them than they themselves provide ► Examples: ▸ Facebook combining PII from logged-in users with website data from outside Facebook ▸ Google adding more ways to collect, but sharing less (keyword phrases) ▸ Twitter using MoPub’s mobile advertising network in connection with PII from logged in users to customise ads and track users across devices
  • 15. 15 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Online players should know the pros and cons of working with data monopolists ► Value-add from Social Graph, Google Analytics, App Store etc. has become indispensable ► Lock-in via hardware or membership is strong ► Make no mistake: Access to Walled Gardens is not ‘free’ ▸ Monetization monopoly (provider tax and unregulated pricing) ▸ Penalties for (alleged) misuse, no neutral jurisdiction ▸ Business risks when models and terms change ▸ Unpredictability and lack of partnership options
  • 16. 16 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Wiggle rooms in technology and compliance need to be understood, but risk of arbitrary changes remains ► Tactics to minimize dependency and mitigate risks: ▸ Play by the rules (Options when rules change: 0) ▸ Use technical loop-holes (which, even if working, may still cause violation of terms and lead to penalties) ▸ Externalize technology (minimize data exchange, build up proprietary technology for data collection and aggregation) ▸ Use conceptual loop-holes (move activity into ‘free zone’ of Walled Garden or outside of it, e.g. mobile browser instead of native app)
  • 17. 17 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Consequences from clashes with big players are devastating, and many participants can be affected ► When things go south: ▸ HasOffers and Kontagent banned from Facebook Ad Exchange for holding on to anonymous Facebook data for too long ▸ Apple banning apps which promote other apps, let users earn rewards for watching videos, social sharing ▸ Google: forward-integrating into publisher verticals like travel search, local search, ratings, reviews ► Small changes of monopolists can cause ripple effects in entire value chain
  • 18. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.
  • 19. 19 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Data exchange focuses on tracing single transactions Data sharing (forward and backward) is underdeveloped Traffic Source • Publishers aggregate traffic • SEO, SEA, Social Media, E-Mail, Display, direct partnerships … • Profiles are created • Click-Out Publisher • Click-In • Multiple interactions • Unrelated to specific advertiser • Personalisation (optional) • Click-Out Tracking Intermediary • Multiple interactions before conversion • Many potential advertisers per user • Profiling via cookie, session and fingerprint • Redirect Advertiser • Click-In • User interaction geared towards purchase • Personalisation (PII) • Transaction • Call-Back • Post-Transaction
  • 20. 20 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers TO DO: Advertisers
  • 21. 21 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers TO DO: Advertisers
  • 22. 22 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers TO DO: Advertisers
  • 23. 23 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers TO DO: Publishers
  • 24. 24 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers TO DO: Publishers
  • 25. 25 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers TO DO: Publishers
  • 26. 26 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers TO DO: Tracking Intermediaries
  • 27. 27 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers TO DO: Tracking Intermediaries
  • 28. 28 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Data-sharing principles ► Sharing meaningful data along the value chain creates new business cycles ► Deeper integration into each other’s business yields stronger partnerships ► Data privacy and compliance standards are essential to uphold
  • 29. 29 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Data-sharing principles ► Aggregate Anonymize data by aggregating it in meaningful segments before sharing it ► Use hash values PII and internal parameters can be exchanged by creating hash values which are stored in both systems ► Enhance data storage capabilities ▸ Incorporate hashed or anonymised information into your own data structure ▸ Reserve space for 3rd party data in different formats ▸ Create shared pools of information which can be used to increase quality of advertising
  • 30. THANK YOU Robert Schneider (COO) @IngeniousTechAG
  • 31. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.
  • 32. 32 ❙Platform-to-platform communication: Integration benefits for advertisers & publishers Common data tools store, aggregate and provide information Tag Management Container script tools to manage all on-page tracking tags- and pixels and define deduplication rules and conditions Web Analytics Free and commercial tools to collect, aggregate and analyze off-page and on-page metrics of websites Tracking and Private Network Solutions Tools to measure, register and rate all tracking events across multiple channels according to a set of predefined rules and attribution models Campaign management platforms Proprietary tools of advertising platforms (e.g. Search or Display marketing) used for targeting, relevance and budget control Affiliate Networks Platforms connecting advertisers and publishers using tracking technology eCommerce Systems Platforms providing front-end and back-end tools for Online-Shops, including product management and customer management modules Data Warehouse Solution to store big data from all sources in a unified format