jay stevens, data economy pesentation

8/7/2019 Jay Stevens, Data Economy Pesentation

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LOOKING FOR PARALL ELS

THE DATA ECONOMY


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o A Look Back.Way Back

o Opportunities

o Challenges and Risks

o Industry Hurdles

o Our Vision

AGENDA


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HISTORY OF DATABASE MARKETING

Age of Catalogues

(1880-1980)

Era Analytica

(1990-2000s)

Ages of Lists

(1880-1980)


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OFFLINE VS. ONLINE DATA SOURCES


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EVOLUTION OF ONLINE ADVERTISING

Online Advertising 1.0

Editorial as a Proxy for Audience

(1994-2001)

0-$6.0BN


Search as a Proxy for Audience

(2001-2007)

$6.0-20.0B


Data as a Proxy for Audience

(2007 - today)

$20B and growing

1994

2001

2007

Today


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Placement

o Site, Zone, section, etc.

o Ad sizeo ATF/BTF

o Session Queue

Audience

o Demographics

o Behavioro Interests

o Purchase intent

o Psychographics

EVOLVING VALUE OF AN IMPRESSION


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o Ad Product Innovationo Development of new products and inventory segments at premium

rates on site

o Audience Extension initiatives which enable publishers to target

known segments offsite

o Data Cooperativeso Remuneration for audience data provided to third party providers or

exchanges or direct of audience segments to advertisers

o Yield Optimisationo Maximising yield of direct sold campaign by optimising by

placement and audience attributes

o Leveraging RTB bid data to discover audience pockets of inventory

valuable to publishers

o Efficiencies in buying and selling via RTB

OPPORTUNITIES


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Source: The Value of Behavioral Targeting, written by Howard Beales (Associate Professor at George

Washington University) and sponsored by the Network Advertising Initiative.

GROWING SHARE OF REVENUE

Q4Q3Q2Q1

2009

16.2%

17.2%

18.3%

19.4%


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CHALLENGES AND RISKS

o Data Leakage

o Diminishing Perceived Value of Premium Editorial

o Arbitrage

o Lack of Understanding on the Value of Each Impression


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HURDLES FACING THE INDUSTRY

o Data Quality and Standardization

o Ownership

o Publisher, Agency, Advertiser, Consumer, or all or

none of the above

o Cost vs. Value

o Attribution Moving beyond the click as the metric for

measurement

o Legislative & Privacy Concerns


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OUR VISION


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THANK YOU!

MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS 2010

COMPANY OF THE YEAR ALWAYSON ONMEDIA 2009

2009 TiE50 WINNER2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER

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AMERICAN BUSINESS AWARDS - STEVIES 08 FINALIST BEST NEW COMPANY

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