WTF is Cross-Device Targeting? (Digiday WTF Programmatic for Publishers - 4/30/15)
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Andrew Goodrich from The Weather Channel's presentation on "WTF is Cross-Device Targeting" from Digiday's WTF Programmatic for Publishers event in NYC - April 30, 2015.
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WTF is Cross-Device Targeting? (Digiday WTF Programmatic for Publishers - 4/30/15)
- 1. Cross Device: A Publisher’s Perspective Andrew Goodrich, Programmatic Product Specialist The Weather Company April 30, 2015
- 2. 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
- 3. Connected Devices in the Living Room THE CONNECTED LIFE
- 4. Connected Devices in the Living Room THE CONNECTED LIFE CONNECTED DEVICES • AppleTV • Xbox • Laptop • iPhone • iPad
- 6. 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
- 7. 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)
- 8. State of the Industry COOKIE MONSTER • Male 18-35 • Auto-Intender • Has visited amazon.com recently • ?????????
- 9. How Are Advertisers Dealing with this?
- 10. 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
- 11. How can we figure out who’s who? CROSS DEVICE SOLUTIONS Deterministic Based on logged-in data ProbabilisticVS Based on predictions
- 12. Deterministic Matching CROSS DEVICE SOLUTIONS • Male 18-35 • Auto-Intender • Has visited amazon.com recently • ?????????
- 13. Deterministic Matching CROSS DEVICE SOLUTIONS • Male 18-35 • Auto-Intender • Has visited amazon.com recently • ????????? Logged in as andrew.goodrich@weather.com
- 14. Deterministic Matching CROSS DEVICE SOLUTIONS • Male 18-35 • Auto-Intender • Has visited amazon.com recently Logged in as andrew.goodrich@weather.com
- 15. Probabilistic Matching CROSS DEVICE SOLUTIONS BASED ON MANY FACTORS • IP Address • Device Type • App/Browser Data • Many others…
- 16. Probabilistic Matching CROSS DEVICE SOLUTIONS BASED ON MANY FACTORS • IP Address • Device Type • App/Browser Data • Many others… HOME IP ADDRESS
- 17. 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
- 18. 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
- 19. The Future of Cross Device
- 20. 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
- 21. I’m a publisher. What do I do?
- 22. 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
- 23. Takeaways
- 24. 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
- 25. Thank you. 25