How Cookie Based Web Ads Harm a Publisher's Business

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Every day publishers and marketers serve web ads for their clients that are ineffective. This is because they are leveraging only the limited amount of data stored in a visitor’s digital cookie. Ultimately, this leads to lower conversion rates, less quality leads and dissatisfied clients. Compounding the issue is the fact that YOUR data collected by third-party ad technologies has helped THEM create value for their business in the hundreds of millions of dollars. What was your cut? This webinar includes topics such as: 1. The impact that demographic, behavioral and contextual data can have on web personalization 2. How content taxonomy is driving web ads 3. How to stop giving away the keys to your data kingdom 4. How to deliver more meaningful proposals and programs to key advertisers

Technology

Moving Beyond Cookie Based Adsin a Publisher’s Business
Brett Keirstead
VP of Sales
Knowledge Marketing
Brett.Keirstead@teamkm.com

Agenda
•Online Ad Environment
•Cookie Based Ads
•Related Issues
•Opportunities Through Data
•Best Practice

Similar Conversations
•¼ page = 240x480 display
•Rate card = CPM
•Advertorial = Contextual Ads
•Subscribers = Impressions
•Response cards = Leads
•Number of Issues = Site Duration
•BPA Data = Google Analytics

Changing Buy/Sell Process
•Real Time Bidding (RTB)
•Automated process
•Advertiser –Publisher –Exchange
•Core strategy or excess inventory

Wiki –HTTP Cookie
A cookieis a small piece of data stored in a user's web browser.
AKA HTTP cookie, web cookie, tracking cookie or browser cookie

‘Cookie’ Overview
•Placed from visit, registrant, click
•Data types:
•User name
•Password
•Browsing history
•Device type
•IP Address
•Online data

Advantages
•Easy to set-up
•Encourages personalization
•Helpful for excess inventory
•Broad access to content/ads

What makes us (you) different than an automated, cookie based buying and placement process?

Your
Products
Shift in Mindset
Data
Services
Ads
Your
Data
Products
Services
Ads

What all do we know?
Identify
Only
Visitor
Website

•Hardware Buyer
•Big Prospect
•Subscriber
•$1B Revenue
•C-Level
•Active Clicks
•Faucets

Anonymous
Ad #1 –Price = $x
Registered
Ad #2 –Price = $2x
High Value Sales
Ad #3 –Price = $4x

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