Amante Inc
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What do publishers actually want? It's simple, they seek to gain power and complete control. In order to survive in the era of high-tech advertising, publishers need to monetize their audience without relying on third parties, and have full control over the sales of their inventory.
"We want to make sure that we control the processes that happen to the data ... We want to make sure that we manage the pricing. The control is very important. We don't want to be a cottage industry any longer ... '. - said Senior Vice President in NBC Universal, Nick Johnson.
In the era of "big data" publishers are trying to take advantage of such extremely valuable information as a search for information based on keywords, behavioral studies, data from forms that are filled by users, semantic level data, as well as audience third-party data in large volumes.
All this data (cheap in production, and even cheaper in storage) laid the foundation for many companies that help publishers integrate their data-bases, understand them and use them to their advantage. Currently, advertising technology companies benefit from the status quo, create vertical ad networks (networks that integrate sets of Web sites of the same verticals and targeted to a specific audience with a specific context), data exchanges, DSP and other clever-sounding acronyms, ultimately working to help publishers convert their audience in money and as a result, monetize themselves.
If "data is new gold" as the pundits say, smart publishers should produce it to increase margins and regain control over their target audience. Here are the five objectives that will be achieved with a good platform for data management.
OPEN THE VALUE OF FIRST-PARTY DATA
Publishers collect simply unimaginable amount of qualitative data, but many of them, including the big players, do not reinforce it properly. Here is a recent statistics: according to MediaPost study, the bulk of news sites use audience targeting only for 47% of their impressions. For comparison, in Yahoo News the figure is 70%. Leveraging behavioral data in conjunction with CRM and other sources, it is possible to target almost every impression. Why do you "worship" blind factor of return on sales (ROS), if you can take premium CPM-cream?
REDUCE DEPENDENCE ON THIRD-PARTY DATA
This can be called the main reason for using DMP. Yes, networks and SSP are the perfect solutions, operating on the principle of "plug and play" and helping monetize some "unidentifiable" impressions, but why do publishers sell their "raw" data for $ 0.35 and allow to resell it ten times more expensive? It is time to begin to contact with data management companies, which will help to bring your own data on top of the impressions and give you the opportunity to earn real money. Today it is impossible to rely solely on third-party data. In other words, each of us has the opportunity to reduce his data purchase costs. With the right data-infrastructure and modern intelligent algorithmic models to create discrete market audience segments only a small number of seed data can be used.
CREATE UNIQUE AUDIENCE INSIGHTS
Each publisher reports about clicks and impressions, but advertisers are really hungry for the information about audience. They want to know which user segments will interact with this or that advertising content, and what part of audience is converted after the smallest number of impressions. It is even more important for the advertiser to know what people think about the campaign, and who are all these people. Data management technology is able to combine data about the audience and campaign performance without creating complex queries to the database and a long wait for the results. In addition, decreasing the cost of data storage, interest in «lookback windows» is growing. Before publishers took over the management of the data, all the insights were in the hands of agencies, which used the data in their own interests. Now publishers can begin to strengthen powerful data sets to create differentiated insights for their customers, as well as provide consulting services.
CREATE NEW SALES CHANNELS
If previously, a publisher was not able to succeed, for example, in the tourism sector, he had to give up the services of a particular advertiser (airline or hotel), or to offer them cheap ROS-inventory as an alternative. Today, data management technology makes it possible to generate sales and establish contact with targeted audience in real-time, expanding and providing additional reach of audiences through lookalike-modeling. By allowing publishers to create custom audience segments virtually on the fly, DMP ensures that no request for proposals (RFP) will go unanswered, and ROS inventory will be monetized by the highest bidder.
ENSURE PROPER EFFICIENCY
How many managers working with clients do you need to create weekly reports? How much money do publishers "burn" consolidating reports manually? Why not create an application in which advertisers can create an account, enter the desired parameters and export the report in a convenient format? And it is even better, to create a system that pre-fills the reports in the user's interface and sends them to customers via e-mail. You are mistaken if you think that this technology is used everywhere today. 99% publishers still choose a difficult path.
Earlier data played the role of handcuffs that glued publishers to the ecosystem of advertising technologies. But now "the book of the future of advertising" is rewritten, and the main role in the market is assigned to publishers.
"We want to make sure that we control the processes that happen to the data ... We want to make sure that we manage the pricing. The control is very important. We don't want to be a cottage industry any longer ... '. - said Senior Vice President in NBC Universal, Nick Johnson.
In the era of "big data" publishers are trying to take advantage of such extremely valuable information as a search for information based on keywords, behavioral studies, data from forms that are filled by users, semantic level data, as well as audience third-party data in large volumes.
All this data (cheap in production, and even cheaper in storage) laid the foundation for many companies that help publishers integrate their data-bases, understand them and use them to their advantage. Currently, advertising technology companies benefit from the status quo, create vertical ad networks (networks that integrate sets of Web sites of the same verticals and targeted to a specific audience with a specific context), data exchanges, DSP and other clever-sounding acronyms, ultimately working to help publishers convert their audience in money and as a result, monetize themselves.
If "data is new gold" as the pundits say, smart publishers should produce it to increase margins and regain control over their target audience. Here are the five objectives that will be achieved with a good platform for data management.
OPEN THE VALUE OF FIRST-PARTY DATA
Publishers collect simply unimaginable amount of qualitative data, but many of them, including the big players, do not reinforce it properly. Here is a recent statistics: according to MediaPost study, the bulk of news sites use audience targeting only for 47% of their impressions. For comparison, in Yahoo News the figure is 70%. Leveraging behavioral data in conjunction with CRM and other sources, it is possible to target almost every impression. Why do you "worship" blind factor of return on sales (ROS), if you can take premium CPM-cream?
REDUCE DEPENDENCE ON THIRD-PARTY DATA
This can be called the main reason for using DMP. Yes, networks and SSP are the perfect solutions, operating on the principle of "plug and play" and helping monetize some "unidentifiable" impressions, but why do publishers sell their "raw" data for $ 0.35 and allow to resell it ten times more expensive? It is time to begin to contact with data management companies, which will help to bring your own data on top of the impressions and give you the opportunity to earn real money. Today it is impossible to rely solely on third-party data. In other words, each of us has the opportunity to reduce his data purchase costs. With the right data-infrastructure and modern intelligent algorithmic models to create discrete market audience segments only a small number of seed data can be used.
CREATE UNIQUE AUDIENCE INSIGHTS
Each publisher reports about clicks and impressions, but advertisers are really hungry for the information about audience. They want to know which user segments will interact with this or that advertising content, and what part of audience is converted after the smallest number of impressions. It is even more important for the advertiser to know what people think about the campaign, and who are all these people. Data management technology is able to combine data about the audience and campaign performance without creating complex queries to the database and a long wait for the results. In addition, decreasing the cost of data storage, interest in «lookback windows» is growing. Before publishers took over the management of the data, all the insights were in the hands of agencies, which used the data in their own interests. Now publishers can begin to strengthen powerful data sets to create differentiated insights for their customers, as well as provide consulting services.
CREATE NEW SALES CHANNELS
If previously, a publisher was not able to succeed, for example, in the tourism sector, he had to give up the services of a particular advertiser (airline or hotel), or to offer them cheap ROS-inventory as an alternative. Today, data management technology makes it possible to generate sales and establish contact with targeted audience in real-time, expanding and providing additional reach of audiences through lookalike-modeling. By allowing publishers to create custom audience segments virtually on the fly, DMP ensures that no request for proposals (RFP) will go unanswered, and ROS inventory will be monetized by the highest bidder.
ENSURE PROPER EFFICIENCY
How many managers working with clients do you need to create weekly reports? How much money do publishers "burn" consolidating reports manually? Why not create an application in which advertisers can create an account, enter the desired parameters and export the report in a convenient format? And it is even better, to create a system that pre-fills the reports in the user's interface and sends them to customers via e-mail. You are mistaken if you think that this technology is used everywhere today. 99% publishers still choose a difficult path.
Earlier data played the role of handcuffs that glued publishers to the ecosystem of advertising technologies. But now "the book of the future of advertising" is rewritten, and the main role in the market is assigned to publishers.