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

3. Some KM Publishing Clients

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

5. Online Ads

6. Current state
Print ads
Online channel

7. Run of
Site Ad
General
Homepage
Ad

8. Article
Based
Full Page
Takeover
Ads

9. Browser
Cookie
Ad

10. 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

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

12. Cookies

13. 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

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

15. Cookie Ad Serving

16. Content Bank

17. Underlying
page coding
defines ad

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

19. Issues

20. Issues
•Poor Context = Brand Erosion
•Competition = Game Changers
•Data Valuation = Your Part?
•Differentiation = Your Role

21. Bizofor
Arranging
Furniture?
Poor Context = Brand Conflict

22. Competition = New Rules

23. Targeting Strategy

24. Profile = Ad Targeting
•Income
•Interests
•Brands
•Discussions
•Groups
•Profile

25. Your Share?
$175M
$3.1B

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

27. Opportunity Through Data

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

29. No info -Anonymous
Online Identification
A Publisher’s
Complete Data
Profile
Data Distinctions

30. DEMOGRAPHICS
Qualification Cards
Subscription Forms
Registration Forms
Profile Data
BEHAVIORS
Email Opens and Clicks
Website Visits
Event Attendance
Webinar Registration
CONTEXT
Content Engagement
Interests
Articles
Topics
Publisher’s Data Asset

31. Lead Score: 95
Complete Audience Profile
•Name: Tom Brown
•Title: VP & GM Digital
•Company Name: Fresh Media
•Company Address: 300 Continental Boulevard, Suite 650
•Company City:El Segundo
•Company State:CA
•Company Zip: 90245
•Business Phone:310.356.4100
•Email Address:tom@freshmedia.com
•Country: United States
•Decision Maker –Yes
•Employees:100-200
•Annual Budget: $250,000 -$499,000
•Revenue: $1B
•Subscribes to Print: Fresh Express
•Opens Articles: Importance of a Life Raft Onboard
•Attends Events: Boating Home Show
•Registered Events: Palm Beach International Boat Show
•Purchased:3 minutes in heaven
•Content Engagement: Boat Safety, Horsemanship, Log Homes
•Articles Visited last 60 days: Why You Need a Life Raft on Your Boat
Demographic
Behavioral
Contextual

32. Fresh or Stale Information?

33. Data in Action

34. Online Evolved

35. What all do we know?
Identify
Only
Visitor
Website

36. CMS
Unified
Data Profile
Real-time
API
Leveraging Data

37. Return a Rich Profile
•Hardware Buyer
•Big Prospect
•Subscriber
•$1B Revenue
•C-Level
•Active Clicks
•Faucets

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

39. Option 1
Option 2

40. •Profile match
•Premium Ad
Superior to RTB

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

42. Differentiated Sale
Competition
•Products
•Anonymous Impressions
•Site ads
•Content Only
•Online “Cookie” data
•Basic Lead Info
•Standard RTB
You
•Unified Data
•Identified Visitors
•Targeted Ads
•Full User Profile
•Online and Offline Data
•Complete Lead Profiles
•Superior Premium Selling

43. Key Ideas

44. Key Ideas
•Online strategy is not ‘webifyprint’
•Data first not products and ads
•Use a fresh profile not a stale cookie
•Little effort = big differentiation

45. Questions