More Related Content Similar to Fundamentals of First-Party Technology Webinar (20) 3. Rohan Kumar,
VP Strategic Partnerships
Rohan Kumar, VP Strategic Partnerships
Prior to his role with Trueffect, Rohan provided
online marketing consulting for VC-backed
startups, as well as for top-tier subscription and
SaaS-based businesses in the employment, dating,
health/beauty, and education verticals.
Trueffect
Rohan leads Strategic Partnerships at Trueffect,
providing clients both strategic and tactical media
solutions by utilizing Trueffect’s patented First-Party
technology. He brings an extensive background in
online direct response, acquisition, and conversion
marketing.
5’
11”,
165lbs,
Libra
Rohan also has held various strategic roles for AdShuffle,
TheLadders.com, True.com, and One Technologies.
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4. Why should we listen to this
guy?
• Direct response media buyer for
10+ years
• Promises not to show you the
LUMAscape™ slide
Trueffect
• Successfully use First-Party technology
and data every day for some of the
biggest names online in some of the
most competitive industries
5’
11”,
165lbs,
Libra
“Very entertaining presenter!”
– Tim Mayer, CMO of Trueffect
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6. Topics for today
First- Party data and technology definitions
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Current digital advertising landscape and the
challenges marketers are facing with regards to
data and technology
Advantages and applications of First-Party
technology
6
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8. Digital Spending Soaring
Q: Where is the money going?
A: The usual suspects.
Q: What is that going to do to prices?
A: They’re going to go up.
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Global ad spending in digital media, which is expected to
reach $95 billion this year, will increase 14% next year
and comprise 20% share of ad budgets
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9. The War on Media Measurement
• Computers with internet security programs
like McAfee or Norton
erase third party cookies every
seven days on average
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Third-Party cookies under attack
• IE 10 released with DNT
on by default
• Safari doesn’t accept
third-party cookies
• Firefox announced upcoming versions
will not accept third-party cookies
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11. Let’s Recap
Cost of media is going up
The technology and media marketplace is getting more
complicated
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It’s getting harder to measure performance of marketing
activities
11
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13. Data, Data, Data-let me
explain
• Online/offline
• CRM
• Registration
Second-Party
• First- Party data
shared among
advertisers
Third-Party
• Aggregated data
• Inferred vs.
declared
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First Party
13
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14. What is First-Party
Technology?
First-Party technology uses a sub-domain of the advertiser to
serve ads and make creative targeting decisions
The customer data that
already exists in the
advertiser’s cookies for
site customization and
analytics can be
seamlessly leveraged
for targeting....
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This is more than just
using a bunch of pixels
to push your First-Party
data into a 3rd party
cookie
Note: Sylvan is not a client – just an example First-Party
14
16. Measurement - Efficiency Performance
Cookie Stability
Reach
Attribution
Overlap Identification
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First-Party technology leads to better:
16
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19. First-Party Data Examples
testGroupNameCookie
• Life: 2 Years
• Value: A,B,C,D,E,F…
• Use: Target Messaging based on Target defined audience segment
• Life: 5 Years
• Value: Unique ID
• Use: Identification of all previous Site visitors
S_Pers & RecentlyViewedCategory
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s_v1
• Life: 30 days and Session
• Value: Understand product category and items viewed
• Use:
Category message targeting
cartQTY
• Life: 1 Year
• Value: 1,2,3,4…..
• Use:
Recognize cart quantity, and products when used with “s_pers”
guestDisplayName & AT
• Life: 2 weeks and session
• Value: users first name
• Use:
Identify existing customers/Accounts, relationship for more effective
messaging
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20. Targeting Using First-Party Cookie
Unknown
Visitors
Recent
Visitors
Language
Lapsed
Visitors
Language
Marketing
Funnel
Visitor Product
Interest
Existing
Customer/
Product Interest
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Standard Offer
CTR focused
creative
Value and Offer
based creative
messaging,
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•
Value and Offer
messaging
aligned to
product,
location etc
Upsell/Crosssell retention,
and awareness
based
messaging
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21. Real-Time 1-1 Targeting using
CRM Data
Last_Visited: 7/7/13
Read
Trueffect
Customer_Value: $21552
Prod=SUV
Num_Visits=12
Write
Current_Auto=Audia4
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22. • First-Party Technology
keeps advertiser data
secure as the First
-Party cookies are only
readable from within
the advertiser’s domain
that originally served
the cookie.
• Advertisers can
exclusively both read
and write to the cookie
on every access
ensuring data privacy.
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Customer Data Secure w
/First-Party Technology
22
23. Trueffect Overview
High Growth Company
Staffing
Trueffect
• First-Party Media and Measurement Platform for Large Performance Advertisers
• High multi-year growth
• Focused on retail, finance, technology and communications markets, web services
• Delivering performance and cost-of-performance improvements
• 60+ Tenured Digital Ad Technology Professionals
Product/Technology
• Highly-redundant global architecture serving ads in over 230 countries and
certified on 4000 sites and networks
• Proprietary patented technology
• Highly configurable to integrate with multiple media models and
vendor eco-systems
• Focus on effective data management practices
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