platform-to-platform communication - integration benefits for advertisers & publishers by robert...
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PLATFORM-TO-PLATFORM COMMUNICATION:INTEGRATION BENEFITS FOR ADVERTISERS & PUBLISHERS
Robert Schneider, COO
@IngeniousTechAG
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Topics to be covered
Exchanging Data … why talk about
it?
1) Data dimensions
2) Data sources and ownership
3) Examples and Take-
Aways
Appendix: Data tool
classification
INTRODUCTION
the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Exchanging Data … why talk about it?
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► Many players see only a fraction of the data opportunity▸ Own data is (over)protected ▸ External data is underrated or deemed unaccessible▸ Walled Gardens are increasing
► Hesitation and insecurity to exchange data with partners
► Increasing privacy and compliance concerns
► Lack of technical know-how in Online-Marketing departments
► Missing technical standards for data exchange
❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Introduction
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“With great power comes great
responsibility”Spiderman / Voltaire
❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Introduction
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Introduction
► Performance Marketing depends on responsible use of data
► Too little distinction between anonymous profiles and personally identifiable information (PII)
► Privacy on the internet discussion has reached mainstream media
► Further concerns fueled by ▸ mass surveillance ▸ massive profits by internet companies
1) DATA DIMENSIONS
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Actions, Behaviour and Personally Identifiable Information (PII) are main data dimensions
Common Data
Dimensions
ACTIONS•Customer Journey•Onsite activity•Session statistics•Conversions•Loyalty and activity index•Mostly anonymous profiles
CONTEXT• Interests• Intentions•Demographic: Age, Gender, Location
•Search Phrases•Not personally identifiable PII
•Logged-in and single sign-on profiles
•E-Mail, Phone, Address•Payment Details•Sensitive and personally identifiable
SENSITIVITY OF DATA
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Relevant data is scattered across the User Journey
Traffic Source
• User searches for product:• Search phrase CONTEXT• Interest CONTEXT• Previous searches CONTEXT• Activity history and
customised results when logged in ACTIONS PII
Publisher
• User refines decision:• Customer Journey ACTIONS • Product specifications
CONTEXT• Brand preferences CONTEXT• Price ranges CONTEXT• Session duration ACTIONS • Clicks to advertisers ACTIONS • Recommendations based on
history when logged in CONTEXT PII
Advertiser
• User purchases product:• Full personal information PII• Payment information PII• Exact product information
CONTEXT• Additional products and
purchases CONTEXT• Purchase history and lifetime
value PII
2) DATA SOURCES AND OWNERSHIP
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Data is detected or provided
► Anonymous profiles are detected▸ Created by detection algorithms and stored temporarily▸ Examples are cookies, session parameters and fingerprint algorithms▸ Sharing data is common practice, basis of tracking and analytics
► Personally identifiable profiles are provided▸ Provided by users in return for
▸ Value-added services▸ Logistics and fulfillment purposes
▸ Examples are memberships of internet platforms (Twitter, Facebook), user databases of cashback and loyalty portals, mailing lists, customer databases of online-shops (CRM, ERP)
▸ Since PII is part of the data, sharing is less common
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Side question: Are Walled Gardens ‘data heaven’? Or do big players benefit from excess
of data imports?
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Big players have created systems in which they can benefit most of all participants from data which is provided to them
► Online giants have created ‘endothermic’ systems: more data is provided to them than they themselves provide
► Examples: ▸ Facebook combining PII from logged-in users with website data from
outside Facebook▸ Google adding more ways to collect, but sharing less (keyword phrases)▸ Twitter using MoPub’s mobile advertising network in connection with PII
from logged in users to customise ads and track users across devices
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Online players should know the pros and cons of working with data monopolists
► Value-add from Social Graph, Google Analytics, App Store etc. has become indispensable
► Lock-in via hardware or membership is strong
► Make no mistake:Access to Walled Gardens is not ‘free’▸ Monetization monopoly (provider tax and unregulated pricing)▸ Penalties for (alleged) misuse, no neutral jurisdiction▸ Business risks when models and terms change▸ Unpredictability and lack of partnership options
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Wiggle rooms in technology and compliance need to be understood, but risk of arbitrary changes remains
► Tactics to minimize dependency and mitigate risks:▸ Play by the rules (Options when rules change: 0)▸ Use technical loop-holes (which, even if working, may still cause violation
of terms and lead to penalties)▸ Externalize technology (minimize data exchange, build up proprietary
technology for data collection and aggregation)▸ Use conceptual loop-holes (move activity into ‘free zone’ of Walled
Garden or outside of it, e.g. mobile browser instead of native app)
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Consequences from clashes with big players are devastating, and many participants can be affected
► When things go south:▸ HasOffers and Kontagent banned from Facebook Ad Exchange for
holding on to anonymous Facebook data for too long▸ Apple banning apps which promote other apps, let users earn rewards
for watching videos, social sharing▸ Google: forward-integrating into publisher verticals like travel search,
local search, ratings, reviews
► Small changes of monopolists can cause ripple effects in entire value chain
3) PLATFORM-TO-PLATFORMEXAMPLES AND TAKE-AWAYS
the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Data exchange focuses on tracing single transactionsData sharing (forward and backward) is underdeveloped
Traffic Source
•Publishers aggregate traffic•SEO, SEA, Social Media, E-Mail, Display, direct partnerships …•Profiles are created•Click-Out
Publisher
•Click-In•Multiple interactions •Unrelated to specific advertiser
•Personalisation (optional)
•Click-Out
Tracking Intermedi
ary
•Multiple interactions before conversion•Many potential advertisers per user•Profiling via cookie, session and fingerprint•Redirect
Advertiser
•Click-In•User interaction geared towards purchase•Personalisation (PII)•Transaction•Call-Back•Post-Transaction
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Advertisers
► Share activities not leading to
conversion
▸ ‘Add to basket’ and other
conversion targets before
purchase
▸ Return visits
▸ Recurring customer
▸ Session time
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Advertisers
► Store user-specific publisher
ID in ERP/CRM Enable
post-transaction cooperations
and customer life-time
feedback
► Share (aggregated)
demographic data to improve
targeting capabilities of
publishers
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Advertisers
► Provide structured
cancellation reasons
► Provide anonymised and non-
PII data (payment method,
basket value, zip code,
gender, age group)
► Adapt landingpages and
check-out process
to traffic and user profiles
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Publishers
► Use multi-level Sub-
IDs: Track and
optimize outgoing
traffic for various
parameters
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Publishers
► Share user activity data with
advertisers:
▸ Recurring or frequent user,
readiness to buy, other
products and categories
▸ Depth and type of click-out
(detailed review vs. start page
promotional link, interest in
brand, price, promotion or
features)
▸ Personalized user which can
be retargeted by publisher
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Publishers
► Upgrade technology to receive and
process advertiser data:
▸ Realtime-tracking of conversions:
calculate gross ROI and rankings
▸ Processing of cancellations to
calculate net ROI
▸ Reception of non-paying
conversion targets to retarget
users and optimize content
▸ Demographic information to
improve relevance of content and
targeting
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Tracking Intermediaries
► Provide maximum
openness in data
collection, aggregation and
exchange
► Support all technical
industry standards for data
exports and APIs
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Tracking Intermediaries
► Define meaningful data
structure for all relevant
Online-Marketing and e-
Commerce parameters
► Allow advertisers and
publishers to define privacy
settings for each shared
parameter (private hash
value clear value)
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Data-sharing principles
► Sharing meaningful data along the value chain creates new business cycles
► Deeper integration into each other’s business yields stronger partnerships
► Data privacy and compliance standards are essential to uphold
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Data-sharing principles
► AggregateAnonymize data by aggregating it in meaningful segments before sharing it
► Use hash valuesPII and internal parameters can be exchanged by creating hash values which are stored in both systems
► Enhance data storage capabilities▸ Incorporate hashed or anonymised information into your own data
structure▸ Reserve space for 3rd party data in different formats▸ Create shared pools of information which can be used to increase quality
of advertising
THANK YOU
Robert Schneider (COO)
@IngeniousTechAG
APPENDIX: DATA TOOLS
the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.
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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Common data tools store, aggregate and provide information
Tag Management Container script tools to manage all on-page tracking tags- and pixels and define deduplication rules and conditions
Web Analytics Free and commercial tools to collect, aggregate and analyze off-page and on-page metrics of websites
Tracking and Private Network Solutions
Tools to measure, register and rate all tracking events across multiple channels according to a set of predefined rules and attribution models
Campaign management platforms
Proprietary tools of advertising platforms (e.g. Search or Display marketing) used for targeting, relevance and budget control
Affiliate Networks Platforms connecting advertisers and publishers using tracking technologyeCommerce Systems Platforms providing front-end and back-end tools for Online-Shops, including product
management and customer management modulesData Warehouse Solution to store big data from all sources in a unified format
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