This document discusses how publishers like Meredith are taking control of their first-party consumer data to power advertising, marketing, commerce, and content experiences in three key ways: 1. Meredith uses its extensive first-party data from over 80 million digital consumers and a database of 100 million consumers to create custom audience segments for targeting and to drive over $1 billion in revenue. 2. Meredith partners with brands like Old Navy and Walmart to leverage its data to acquire new customers, grow sales, and increase ROI through targeted email campaigns. 3. Meredith is exploring using its data and partnerships to power new areas beyond advertising like personalized content experiences, product search and recommendations, commerce experiences, and using

1. HOW PUBLISHERS ARE
FINALLY TAKING CONTROL OF THEIR DATA
TO BENEFIT BRANDS AND GROW BUSINESSES
CHIP SCHENCK | VP/Programmatic & Audience Strategy | Meredith Corporation
The first-party data revolution:

2. Meredith Digital
2
Meredith reaches 82mm women at every life stage and across her passions
kraftrecipes.co
m
comidakraft.com

3. A Media Powerhouse
3
Meredith continues to invest in and acquire publishers & technology platforms to deliver scaled and quality audiences
REACHING
100MWOMEN
82MMONTHLY UVS
63%MILLENNIALS
2 3HISPANICS
OUT
OF 100MCONSUMERS
800DATA POINTS
PER PERSON
DATABASE OF
MAGAZINE
ACQUISITIONS
& LAUNCHES
MXM
EXPANSION
DIGITAL
TECHNOLOGY
DIGITAL
DATA

4. now future
Data Evolution
Email
Marketing
Data
Aggregators
3rd Party Data
DMPs
Ad
Networks
1990s
Data
Exchanges
Data
Partnerships
PROGRAMMATIC
PREMIUM
DIGITAL DIRECT SOLD /
GUARANTEED / RESERVED
Offline
Targeting
> Direct Mail
> List Rental
Search
Content
Exchanges
Vertical
Exchanges
INDIRECT / PROGRAMMATIC /
UNRESERVED
Publishers just
starting to take
control of their
own data!

5. Power of Our 1st Party Data
5
Deep engagement across our portfolio
80MM+
Digital Consumers
100MM
Consumer Database
INTEREST
INTENT
VISIT EMAIL REGISTER ENTER SUBSCRIBE
SHARE SEARCH WATCH LIST BUY
the combination of Interest & Intent Data
> 25,000+ attributes
> 4,500 data points

6. Value of First-Party Data
6
PUBLISHER’S DATA
ADVERTISING
CONSUMER
MARKETING
COMMERCE
CONTENT
(future)
INDEXING
(future)
Meredith data has powered >$1B in consumer media/product revenue since 2005

7. Proprietary Data Shapes Everything We Do
7
Ability to leverage existing Meredith segments to create new custom segments for brands
INDEPENDENT
MILLENNIALS
Engaged
Wedding planning
Entertainers
Pregnant women
Parents with kids 0-2
Parents with toddlers
Moms with school kids
Active families
Job seekers
College graduate
Fitness fanatics
Active lifestyle
Adults 18-24
COUPLING FAMILYNESTING
New home owners
In-market new auto
buyers
Entertainers
Bakers
Gardening
Holidays
INVESTING,
PLANNING, SAVING
Empty nesters
Personal investors
Asset investors
Interested in finance
Adults 55+
Retired
ADVERTISING
devices on average
per user per cookie
.53 +
Largest U.S. media database
with 100MM consumers and
800 data points per person!

8. Target Interest & Intent
8
1
Straight Food Intent:
Based targeting
2
Non-Food Intent:
Reach known moms
going to grocery store
3X week
ADVERTISING
50%
of Allrecipes users
visit grocery store
within 24 hours of
site visit

9. Meredith Data Drives Retail Sales for Old Navy
GOAL: Acquire new customers and grow sales
STRATEGY: Meredith data scientists analyzed Old Navy
buyers’ characteristics using Meredith data to develop
custom targeting segments of Meredith users,
engaged through targeted email offers
RESULTS:
> 5MM unique consumers reached
> 49% lift in Total Buyers
> 58% lift in New Buyers
> 12%+ in Total Sales
• New buyers spent 4% more than existing buyers
> Positive ROI: $1.77 average campaign
ADVERTISING

10. Meredith Data Drives Walmart Online Visits & Sales
GOAL:
> Drive consumers to Walmart.com to purchase
Better Homes & Gardens’ branded products
STRATEGY:
> Combine known consumer data with DMP data to develop
and identify 7 top-performing segments
> Build ongoing consumer relationship through 8-month-long
multi-touch email campaigns
> Align campaign with additional media buys and “magalogs”
delivered with subscription copies and available in-store
RESULTS:
> Better Homes & Gardens sales grew at a rate 3X the overall
home business on Walmart.com
CONSUMER MARKETING

11. MEREDITH
ECOMMERCE
DRIVES REVENUE
4MM
MONTHLY VISITS TO
OUR RETAIL PARTNERS
80,000
MONTHLY SALES
TRANSACTIONS
$4.1MMMONTHLY REVENUE FOR
OUR RETAIL PARTNERS
12MM+
MONTHLY
VISITS
Seven Premium Shopping Experiences
11
Turning inspiration into action
COMMERCE
200%+MONTHLY REVENUE TO
PARTNERS HAS DOUBLED
WITHIN PAST YEAR

12. Identify Consideration to Maximize Purchases
12
Capture and leverage interest & intent data to maximize consumer purchase opportunity
IN-IMAGE HOTSPOTS & PRODUCT SEARCH:
10,000+ hotspots activated within our images
SHOP
NOW
GET IT
NOW
NATIVE CURATED GALLERIES:
Editor-curated branded galleries promote
branded products across our sites
COMMERCE

13. Personalized Content Experiences:
The Next Phase of Header Evolution
13
CONTENT
WHAT AD
SHOULD
I SHOW?
AD SERVER
CONTENT
EXCHANGEWHAT
CONTENT
SHOULD I
SHOW?
Fill with Hair Care content;
otherwise show regular
Beauty content
CMS calls out to bid in auction
for content directly from page
2
3
1
Known user interested
in Hair Care

14. Real-Time Category and Industry Trends
14
INDEXING
Inclusion in
recipes
(Allrecipes)
Hershey-related activity
(e.g., searches, adds to shopping
lists, purchases)
Cacao
Growing/
Agricultural Trends
chocolate
Processing

15. We’re In Early Innings...
> Data is starting to power our business
beyond advertising
> Combining publisher and client data
creates a more robust consumer view
> Publisher data can also power brands’
businesses
15

16. THANK YOU!
CHIP SCHENCK | VP/Programmatic & Audience Strategy | Meredith Corporation