Behavioral Targeting Webinar


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ABM's "Behavioral Targeting for Publishers” webinar, featuring Chris Hulse of Inflection Point Media.
December 10, 2009

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Behavioral Targeting Webinar

  1. 1. Copyright 2009 Connecting Business Marketers with Business Decision Makers Behavioral Targeting and the World of Data Driven Advertising
  2. 2. <ul><li>Marketers are always looking for the most effective way to put their message in front of the right audience at the right time. Major business advertisers are seeking to overcome increasing, audience fragmentation and longer purchase cycles. </li></ul><ul><li>You..the publisher is being asked to provide a solution. </li></ul>Copyright 2009 The Challenge:
  3. 3. <ul><li>Behavioral targeting </li></ul><ul><li>From Wikipedia, the free encyclopedia </li></ul><ul><li>Jump to: navigation , search </li></ul><ul><li>Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. </li></ul><ul><li>Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested. </li></ul><ul><li>Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content. </li></ul>Copyright 2008
  4. 4. Why is this important to you? <ul><li>Behavioral Targeting and data driven advertising is experiencing tremendous growth do to the advances in data processing, data management and data storage. </li></ul><ul><li>This rush of data…. feeds nimbler targeting. The shift to buying and selling audiences wherever they go is accelerating. With network tools being built for scale all buyers have seized the opportunity to define their own audience segments and find, target and measure them from the buy side . </li></ul><ul><li>This ecosystem will continue to evolve bringing….. transparency, efficiency, scale and targetability that will unleash billions of dollars in spending. </li></ul>Copyright 2008
  5. 5. Spending on behaviorally targeted ads is growing fast <ul><li>2006 $350,000,000 </li></ul><ul><li>2007 $525,000,000 </li></ul><ul><li>2008 $775,000,000 </li></ul><ul><li>2009 $1,100,000,000 </li></ul>Copyright 2008
  6. 6. In the future data driven advertising will be part of every campaign. <ul><li>When online…. people only spend about 5% of their time on search engines. The bulk of their time is spent browsing other sites; when browsing marketers/publishers can glean valuable anonymous data based on what articles they read, site sections they visit, and what non-personally identifiable information they give about themselves </li></ul><ul><li>By reading a consumer's intent without a query, Behavioral Targeting will help drive the growth of non-search advertising and content….by 2020 the estimates are that total online ad spending will surpass TV advertising at more than $50 billion. </li></ul><ul><li>BT/DDA will do for display advertising in the coming years what Goggle did for paid search by helping advertisers more efficiently target the right audiences. </li></ul>Copyright 2008
  7. 7. The idea of making sure you're reaching the right person at the right time with the right message works. <ul><li>About 24% of online advertisers now use BT/DDA…. with that proportion expected to swell to 85% by 2020. </li></ul><ul><li>With audience fragmentation , web sites become bricks in the marketers path to reaching the right audience while BT/DDA becomes the mortar that holds the bricks together. </li></ul><ul><li>&quot;The data is becoming the most important component for marketers and Web sites. It tells them who their audience really is,&quot; says Omar Tawakol, chief executive at Blue Kai. </li></ul>Copyright 2008
  8. 8. So B2B Publishers… what are you waiting for? <ul><li>Some key finding from discussion I’ve had with B2B publishers last 12-18 months on why they haven’t moved faster: </li></ul><ul><li>-lack of transparency and understanding. </li></ul><ul><li>-outlandish claims made by solution providers. </li></ul><ul><li>-skeptical of companies that present solutions as having no flaws. </li></ul><ul><li>-you needed to focus on keeping your core business afloat. </li></ul><ul><li>So what is your mind set going to be in 2010? </li></ul><ul><li>-as a niche B2B publisher you can’t afford to stand on the side lines. </li></ul><ul><li>-as a niche B2B publisher you need to be the “go to place” / “choke point” for your audience both on-site and off-site. </li></ul><ul><li>-as a niche B2B publisher who is better positioned to sell your audience better than you? </li></ul><ul><li>-You are the expert…if you don’t offer the audience….. your advertisers will find the audience elsewhere. </li></ul>Copyright 2008
  9. 9. There is a lot to consider and it can be confusing! <ul><li>Ad Network and Targeting Platforms </li></ul><ul><li>Media Buying Platforms </li></ul><ul><li>Data Exchanges and Platforms </li></ul><ul><li>Ad Exchanges </li></ul>Copyright 2008
  10. 10. Copyright 2008 Ad Networks & Targeting Platforms Advertiser Agency Network Publisher Provider   Ad Operations Ad Sales Finance and Administration Marketing Media Buying    Ad Performance Ad Pricing Yield or Spend Management Operational Efficiency Sales Effectiveness     comScore Top 25 Advertising Networks (in alpha order) 24/7 Real Media AdBrite Adconion Media Group Adify ADSDAQ by ContextWeb AOL Advertising AudienceScience (formerly Revenue Science) Burst Media Casale Media - MediaNet Collective Network by Collective Media CPX Interactive FOX Audience Network Google Ad Network interCLICK Microsoft Media Network US Monster Career Ad Network Pulse 360 Specific Media Traffic Marketplace Tribal Fusion Turn, Inc Undertone Networks ValueClick Networks Vibrant Media Yahoo! Network     July 2009 - Total Audience - US Also known as: • Audience networks • Behavioral targeting networks • Inventory aggregators • Media networks • Retargeting / remarketing networks Which ENTITIES use it? What FUNCTIONAL AREAS does it serve, support, impact? Which OUTCOMES does it affect or influence?
  11. 11. Copyright 2008 Ad Networks & Targeting Platforms WHAT IT DOES Online ad networks used to create their own marketplaces of advertisers and publishers. As aggregators of inventory, they made it easier for advertisers to acquire needed reach cost-effectively from fewer sellers, while enabling publishers to better monetize more of their undersold inventory. Then along cam optimization, targeting, data wholesaling, actionable audience analytics, exchanges and network optimizers. Today’s leading ad networks are technology innovators that increasingly blur the lines between the sell side and the by side. With access to tens of millions of web users in the U.S. monthly, many networks offer audience segments with real heft and depth for any marketing objective. It’s still a challenge, however, for any single network to see enough of those valuable visitors with enough frequency each month to satisfy demand in key categories. Hence, the rise of media exchanges that potentially offer every network access to the entire marketplace of supply and demand. IMPORTANCE TO PUBLISHERS Whether you’re a publisher, marketer or agency, everybody loves to hate networks. But nobody hates a good business partner who delivers known advertisers at a fair, or slightly less than ideal, rate. For publishers, a well-managed group of networks can monetize most of your impressions at an acceptable price. For short-staffed agencies, networks still represent the path of least resistance to acquire the greatest volume of acceptable inventory at the best price in the smallest number of steps. In the future…people will be buying more and more based on ability to access the “audience”
  12. 12. Copyright 2008 Ad Networks & Targeting Platforms WHAT’S COMING Before, publishers who wanted to use targeting technology were limited by their own data and inventory. Now they can monetize their data and reach their own users on networks. They can bring their own data and their own data strategy, and they can tap data from many other sources. Advertisers will continue to buy context as a proxy for audience, but as demand grows in the future, there will always be a need to buy around sold-out premium inventory. The only way to do this is to buy audiences at scale. Jeff Hirsch, Chief Executive Officer, AudienceScience “ Marketers are moving from a publisher-centric, audience-composition mindset to a more scaleable audience-centric mode. Publishers have to be thinking about how they participate successfully in both. If an advertiser sees that publisher or a networks of publishers fulfill their audience requirements better than their agency, those publisher and networks will continue to thrive. Joe Apprendi, Chief Executive Officer, Collective Media
  13. 13. Copyright 2008 Media Buying Platforms Ad Operations Ad Sales Finance and Administration Marketing Media Buying    Ad Performance Ad Pricing Yield or Spend Management Operational Efficiency Sales Effectiveness     ACTIVE & ANNOUNCED OFFERINGS & COMPANIES INCLUDE Agency holding companies: Adnetik (Havas Digital) Atom Systems (Razorfish, Publicis) Audience on Demand (VivaKi Nerve Center, Publicis Groupe) B3 (Media Innovation Group, WPP) Cadreon (Mediabrands, Interpublic Group) OMG Digital (OMD) Varick Media Management (MDC Partners) Third Parties: [x+1] DataXu Invite Media MediaMath Turn INTERACTS WITH • Ad networks & targeting platforms •  Data sources, exchanges & platforms • Ad exchanges • Dynamic ad creative technologies •  Ad servers Also known as: • Agency trading system • Audience marketplaces • Buy-side platforms/optimizers • Demand-side platforms/optimizers • Exchange buyers • Media traders • Meta ad networks • Specialist traders Which ENTITIES use it? Advertiser Agency Network Publisher Provider   What FUNCTIONAL AREAS does it serve, support, impact? Which OUTCOMES does it affect or influence?
  14. 14. Copyright 2008 Media Buying Platforms WHAT IT DOES Media buying platforms are evolving with a mission to improve online advertising efficiency and effectiveness for advertisers. They enable buyers to aggregate data from many sources and to relate and target audiences customized to advertisers’ specifications, rather than the segmentation proffered by publishers, networks and targeting providers. Agencies seek to improve decisioning on every ad call whether they are procuring biddable inventory on exchanges, fulfilling reach requirements via network buys, or making direct placements on web sites. The tool suites enable them to access inventory, data and analytics, as well as manage optimization of creative, media, performance and audience, all through a single user interface. These nascent agency platforms rely on technologies provided by partner companies. Don’t be surprised, however, if you see agency execs chatting up engineers at the next interactive media association drinkfest in your town: Agencies adore algorithms and covet coders. IMPORTANCE TO PUBLISHERS As things stand, media buying platforms aim to make it easier for more advertisers to take advantage of efficient buying through ad exchanges. This should result in more advertisers for more publishers with inventory available through ad exchanges.
  15. 15. Copyright 2008 Media Buying Platforms WHAT’S COMING “ Buyers who understand performance and what the algorithms can do for them will flourish.” Nat Turner, President & Co-Founder, Invite Media “ With the unbundling of data, media and audiences, and the addition of analytics and market pricing, agencies with integrated platforms are becoming more efficient and evolving into digital media traders.” Joe Zawadski, CEO, MediaMath “ Networks and publishers that continue to bring unique data, inventory and reach to our clients will welcome these systems, which make us more efficient planners and buyers.” Nathan Woodman, Managing Director, Adnetik, Havas Digital “ The next generation ad agency will have technology at its core. It will operate in the background and enable us to stay focused on doing what agencies do best: managing successful client relationships.” Darren Herman, President, Varick Media Management
  16. 16. Copyright 2008 Data Exchange & Platforms Advertiser Agency Network Publisher Provider   Ad Operations Ad Sales Finance and Administration Marketing Media Buying   Ad Performance Ad Pricing Yield or Spend Management Operational Efficiency Sales Effectiveness   ACTIVE & ANNOUNCED OFFERINGS & COMPANIES INCLUDE INTERACTS WITH • Ad exchanges • Ad networks & targeting platforms •  Ad servers • Dynamic ad creative technologies • Media buying platforms     Data exchanges & platforms BlueKai Demdex eXelate Data sources: Acxiom Experian IXI NextAction Nielsen RL Polk TargusINFO Also known as: • Audience purchase intent data • Behavioral data management • Data targeting exchange • In-market consumers • Online data exchanges Which ENTITIES use it? What FUNCTIONAL AREAS does it serve, support, impact? Which OUTCOMES does it affect or influence?
  17. 17. Copyright 2008 Data Exchange & Platforms WHAT IT DOES Data is now widely available that can be applied to enriching user profiles maintained by advertisers, web site publishers, networks and service providers. Because the value of targetable data begins to decay almost as soon as it is generated, advertisers and networks have an almost insatiable demand for data that is continuously replenished Generally, data from outside sources is ingested by other systems asynchronously. That is, new data is fed into an existing database and matched to individual records, cookies, etc. at some regular interval that is outside the immediate process of selecting and delivering a particular ad to an individual user at a given time. IMPORTANCE TO PUBLISHERS For many years, the primary aggregators and users of data for cross-site targeting and optimization were ad networks. Advertisers and agencies, as well as publishers, today have ready access to anonymous consumer data as well as tools that can tap the data for more effective buying, targeting, optimizing and reporting. Publishers that provide access to their audience data as well as their inventory – directly and through networks and exchanges – benefit from better performing and higher-paying ads that are bought in open markets and placed on their sites whenever the data match, the right ads are available, and business rules permit the delivery. There is a downside in the form of mixed-up food metaphors: When ad networks cherry-pick their own cookies to serve high-value ads, they generally have a poor fill rate – as low as 10 percent. That is, only one-in-ten opportunities to serve a higher CPM ad results in an actual ad being served for a price above the much lower default rate. These default ads often are low quality offers that publishers sought to avoid in the first place when they signed with the networks that promised well-targeted, high quality brand advertisers. Publishers can manage multiple data partners and networks more effectively with platform tools. And if you sell your anonymous data to exchanges and other companies that resell it, you may earn additional revenue for your audience.
  18. 18. Copyright 2008 Data Exchange & Platforms WHAT’S COMING “ Data is the fuel that drives targeting engines. Publishers, networks and others that can capture interesting consumer activities, behaviors and purchase intentions can take advantage of open platforms to help themselves and others in the ecosystem to always do a better job of serving the consumer’s interests with more relevant ads.” Mark Zagorski, Chief Revenue Officer, eXelate “ To be effective as a seller of audiences, you need access to multiple sources of data. Now that the data s everywhere, you’re starting to see the emergence of better tools that can stitch it all together.” Randy Nicolau, Chief Executive Officer, Demdex
  19. 19. Copyright 2008 Ad Exchanges Advertiser Agency Network Publisher Provider   Ad Operations Ad Sales Finance and Administration Marketing Media Buying    Ad Performance Ad Pricing Yield or Spend Management Operational Efficiency Sales Effectiveness     ACTIVE & ANNOUNCED OFFERINGS & COMPANIES INCLUDE AdECN (Microsoft) AdNexus (AppNexus) ADSDAQ (ContextWeb) DoubleClick Ad Exchange (Google) OpenX Right Media Exchange (Yahoo!) Rubicon Project INTERACTS WITH • Ad networks & targeting platforms • Ad servers • Data sources, exchanges & platforms • Dynamic ad creative technologies •  Media buying platforms • Yield optimizers    Also known as: • Media exchanges • Media marketplaces • Media trading desks • Open ad markets • Spot media exchanges / markets Which ENTITIES use it? What FUNCTIONAL AREAS does it serve, support, impact? Which OUTCOMES does it affect or influence?
  20. 20. Copyright 2008 Ad Exchanges WHAT IT DOES Ad Exchanges bring advertisers, publishers, and networks together, typically on an automated bidding platform. Exchanges for display advertising came into being to address inefficiency and lack of transparency in the use of ad networks. When a publisher plugs directly into a media exchange, or participates in an exchange through one or more networks, it gains access to new advertisers that will bid for the opportunity to serve an ad to a visitor on its site. Exchanges also provide inventory access to value-adding technology providers. If you have a better tool for targeting users or optimizing campaigns, for validating data or using it to create ads on the fly, you can bring it to the entire marketplace by partnering with one or more exchanges. IMPORTANCE TO PUBLISHERS Exchanges are evolving from pure performance-oriented remnant fillers to brand-safe marketplaces. They have demonstrated their ability to turn tough-to-monetize ad impressions into revenue by bringing market liquidity in the form of demand equal to the abundance of supply. Publishers need to be prepared to tolerated low bids until their inventory value becomes well established in the exchange environment.
  21. 21. Copyright 2008 Ad Exchanges WHAT’S COMING “ The next big challenge for exchanges is to make certain we’re getting our share of business from the top 200 ad spenders. These are the types of advertisers that demand detailed data and audience insights and who want to see exactly what you contributed to every conversation.” Bill Wise, Senior Vice President, Ad Platforms, Yahoo! “ Exchanges offer opportunities to buy and sell guaranteed as well as spot inventory, contextual as well as audience targeting, self-service or outsourced. Publishers can be buyers on the exchange to help extend advertiser’s reach against their audiences, and of course they can be sellers, with full control of pricing. This kind of flexibility ensures the continuing growth of exchanges.” Jay Sears, Executive Vice President, Strategic Products & Business Development, ContextWeb.
  22. 22. Next Steps for the B2B publisher: What to do now? <ul><li>Set your goals and create your data strategy </li></ul><ul><li>Data can be used on every impression delivered </li></ul><ul><li>Understand that you can’t afford to wait any longer </li></ul><ul><li>The cost of doing nothing far exceeds the cost trying something today </li></ul>Copyright 2008
  23. 23. <ul><li>THANK YOU </li></ul><ul><li>Chris Hulse </li></ul><ul><li>Founder and CEO </li></ul><ul><li>InflectionPoint Media </li></ul>Copyright 2008