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Daniel Papalia
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- 3. We’re here to help. No 🍪🍪🍪 No problem.
- 4. Cookies are a tool, not the goal. 4 Right Person Right Time Right Message
- 5. But, cookies won’t work anymore Safari and iOS purge first party cookies after seven days and blocks all third party cookies by default across desktop and mobile devices. Apple Google Chrome announces a cookie policy requiring developers to specify which cookies are allowed to work. May 2019 Chrome GDPR rolls out consent policies and limits cookie usage for advertising and analytics across the European Union. GDPR May 2018 February 2019 Google announces they will phase out support for 3rd party cookies over the next 2 years January 2020
- 6. There are workarounds (for now) -- but no substitutes 6 Digitrust Universal IDLiveramp Identity Resolution
- 7. The market will continue to evolve Source: eMarketer October, 2019 7
- 8. But the goal will remain the same 8 Right Person Right Time Right Message
- 9. So as we move forward, let’s focus on the right goals 9 Prioritize measurement over all else Maintain the status quo Force reality to fit our current tools Reach the right person at the right time with the right message Motivate consumer action Ensure tools adapt to reality as it changes
- 11. 11 Three ways people use the Internet answer questions | solve problems | pursue a passion want to know distraction | entertainment need to know news | current events nice to know INTENT LIVES HERE
- 12. 80% Organic Traffic +40% YOY Growth 94MM Audience Our brands help people across the country solve problems millions of times a day Revenue Monthly All-Hands 1 Update mber 18,2019 HEALTH + FITNESS INVESTING PERSONAL FINANCE HOME FOOD BEAUTY & STYLE TECHNOLOGY TRAVEL BEVERAGE LIFESTYLE
- 13. First-party data about content consumption fuels everything we do 13 Consumers come to us (via search) to: answer questions | solve problems | pursue passions AGE GENDER TIME OF DAY DAY OF WEEK WEEK OR MONTH OF YEAR GA IN-MARKET & AFFINITY SEGMENTS SEARCH QUERIES CONTENT CONSUMPTION VALIDATE HYPOTHESES UNDERSTAND AUDIENCES TARGET CONSUMERS CREATIVE MESSAGING DEVELOP CONTENT INFORM STRATEGY INSPIRE PRODUCTS DEVELOP MEDIA PLANS DRIVE PERFORMANCE CREATE COOKIE POOLS FOR DATA PASS BACK We then look at patterns of intent by: Patterns reveal insights that we use to:
- 15. One of these people is upgrading their cell phone plan. We can tell you who, without cookies.
- 16. One of these couples is refinancing their home. We can tell you who, without cookies.
- 17. One of these people experience migraines with aura. We can tell you who, without cookies.
- 18. One of these women is in the market for a new retinol. We can tell you who, without cookies.
- 19. How signals become opportunity… 19
- 20. 20 “Reach Moms Worried About Germs During Cold And Flu Season…” Serve an ad if the user is…. • Mom • Kids in the HH If more scale is needed • Female A25-44 🍪 Serve an ad if the user is…. • Reading articles on Verywell about cold & flu, kids’ health, or other closely related topics If more scale is needed • Identify other areas of our sites where users who read about cold & flu show up • Identify other topics we see moms likely to be reading • Identify other topics we see people reading about cleaning are likely to be reading
- 21. 21 Demo matters….to a degree 0% 5% 10% 15% 20% 25% 18-24 25-34 35-44 45-54 55-64 65+ Cold & Flu, Audience Composition (by age and gender) Female Male Source: Dotdash First Party Data (August 2019)
- 22. The Cold & Flu audience shows above average interest in germ control and kids’ health Source: DotdashFirst Party Data (August 2019) 22 Housewares Cold & Flu Infant Nutrition (+1.5x) Nurseries (+1.3x) Kid Safety (+1.5x) Entertaining (+1.3x) Cleaning Products (+1.2x) Toddler Nutrition (+1.5x)The Cold & Flu audience has unique interests come flu season. Specifically, they show above average interest in: • Kids’ health. Such as immunizations, toddler health, babies’ health, and kids’ nutrition. • Cleaning. Specifically household cleaning products. • Holiday entertaining. Such as Thanksgiving recipes, Christmas recipes, entertaining, and holiday crafts.
- 23. Engagement far exceeded industry benchmarks, especially within key topic areas Source: DotdashFirst Party Data (August 2019) 23 • Outdoor Rooms 3.3X • Doors and Windows 3.3X • Personal Organizing 3X • Housekeeping 2.6X • Pest Control 2.7X • Public Health 33X • Cold Flu Overview 30X • Allergies Overview 20X • Holistic Health Overview 17X • Asthma Overview 17X • Everyday Wellness 4.7X • Cold & Flu 4X • Ear Nose Throat 4X • Kids Health 3X
- 24. Interest in “Pandemic” content is particularly relevant… 24 0 500 1000 1500 2000 2500 1-Jan 3-Jan 5-Jan 7-Jan 9-Jan 11-Jan 13-Jan 15-Jan 17-Jan 19-Jan 21-Jan 23-Jan 25-Jan 27-Jan 29-Jan 31-Jan 2-Feb NumberofUsers Interest in Pandemics on Verywell Health 0 20 40 60 80 100 120 Index Relative Online Interest in Coronavirus (via Google Trends) Sources: Google Trends 01/01 – 02/02; Google Analytics 01/01 – 02/02; Verywell Health First Party Data; https://www.nytimes.com/2020/02/02/health/coronavirus-pandemic-china.html
- 25. So what are other publishers doing?
- 27. Key takeaways
- 28. The opportunity 28 Focus on the Goals. Not the tools. Know your audience and the signals they provide. Be User and Product first, align with what and why they want it.
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Editor's Notes
- Cookie-based targeting is, and always has been, just a tool, not the ultimate goal. As the tool's usefulness erodes, the goal still remains! So let's all remind ourselves of the actual goal: reaching the right person, at the right time, with the right message
- Industry & legislative shifts mean reliance on cookie targeting necessitates missing out on reaching a large and growing group of people There are ongoing concerns about accuracy of the data There are real costs that using these ad tech intermediaries involves, requiring scrutiny about when it's worth the cost
- So why is this even a problem? The need for measurement can trump the need for reaching the actual goal, unfortunately The whole business is set up this way, and change is hard. It takes work, time, and commitment to change processes, assumptions, and the way we even frame the questions Maybe a quote here from Thomas Kuhn about paradigm shifts
- Our data underpins everything we do. We don’t need our readers personal information. We know what they want based on what they read on our sites. And what they need is all that matters. First party data signals —> inform decisions Whether it is to validate a hypothesis, deepen understanding of an audience, uncover new audiences, develop branded content, inform channel planning decisions, inspire new products, drive performance, or leverage intent insights outside of Dotdash properties. Next I’ll walk through 3 examples of our content being empathetic and there for our users
- Our data underpins everything we do. First party data signals —> inform decisions Whether it is to validate a hypothesis, deepen understanding of an audience, uncover new audiences, develop branded content, inform channel planning decisions, inspire new products, drive performance, or leverage intent insights outside of Dotdash properties. Commerce- - q3/q4 2019 = $600MM+ in transactions for partners Next I’ll walk through 3 examples of our content being empathetic and there for our users
- Intent-driven audience In this context, how does Dotdash pursue the actual goal? Intent targeting, content consumption patterns, the nature of our audience, the way we organize our content We get nuanced audience-level insights that go beyond the brand level (looking at the taxonomy level) Each individual is a beautiful weirdo, but audience level insights help us find the commonalities that can often reveal truths about a topic area that would otherwise go unnoticed Performance proves it works Give a specific example--cold & flu
- The ask: Reach moms worried about germs during cold & flu season The cookie-based translation: If the user is ID’s as likely to be a mom, serve them the ad. If the user has young kids in the HH, serve them the ad. Or sometimes (usually due to need for scale or simplification of targeting) it even gets down to: If the user is a woman 25-44, serve them the ad. The Dotdash translation: If the user is reading articles on Verywell about cold & flu, kids’ health, or other closely related topics, serve them the ad. If more scale is needed, where else do our users who read about cold & flu show up on our site? What other topics are moms likely to be reading? What topics are those focused on cleaning reading? What else do they read across Dotdash?
- Women are the core cold & flu audience. Women drive 64% of organic US traffic to our cold & flu content. W25-54 have above average interest in the topic. One in two cold & flu searchers are W25-54. ALL THE AUDIENCE YOU AREN”T REACHING W COOKIES
- “Dad, why do I see ads for jeans days and weeks after I already bought a new pair?” asked my 17-year-old daughter recently, “it’s not like the salesgirl at the Free People store follows me to my car after I make a purchase asking me if I want to buy the same item.” I try to explain to her that this is a data-driven targeting technique that has proven to be effective, but she cuts me off with “Dad, I think they just don’t care what I think or feel. It’s annoying, it makes me angry and I think they should know that!” Once again, the “mouths of babes” got me thinking: maybe she is right. Data doesn’t care, technology doesn’t care, digital ads don’t care; people care and maybe we as an industry we have forgotten this.
- We can’t let tools take priority over goals. As the industry (and the world!) continues to change, we must remain open to bringing in additional tools and changing some of our thinking in order to maintain a focus on the goals. Change is hard, and won’t be accomplished through a rejection of existing in absence of something new. This isn’t about dismissing cookies, but about ensuring that we’re adapting and prepared to deal with the future. There are ways to know your audience that can complement cookie targeting. Intent-based content and audience Other approaches that allow you to build your own understanding of who comes to you and why, to guide giving them what they need