The power of programmatic buying is especially clear when buyers are able to efficiently reach audiences identified by trusted data. Many buyers would acknowledge however, that there is a shortage of trusted data available. This presentation by Ray Philipose of Olive Media outlines how advertisers can work with publishers to access their first party data, navigating through privacy and data security issues, to benefit from the value of their audience data and the efficiency of programmatic buying.

1. Publisher First Party Audience Data &
Programmatic
A win for Advertisers & Publishers
Ray Philipose, VP Olive Audience

2. • Types of Data
• Publisher Concerns
• The Solution
• How this Works
• User Privacy & User Experience
• Benefits to Advertisers & Publishers
Overview

3. Comparing Types of Data
Trusted Source
Transparency
Scale
Advertiser
First Party Data
Third Party Data
Publisher First
Party Data

4. Advertisers are interested in data
1 IAB / Winterberry Group: Programmatic Everywhere,
Data, Technology and the Future of Audience Engagement, Nov 2013
2 Programmatic + Premium: Current Practices and Future Trends; Digiday / OpenX, March 2013
78%
of US buyers are using proprietary first party data1
68% are using third party data1
68% would like more data from publishers to inform bids2

5. Why aren’t Publishers coming to the
party?

6. Publisher Concerns
• Most users concerned about privacy
• Hold publishers accountable
• Not comfortable with selling data
• Lose track of how it’s used
• Publishers face increasing bad press about
privacy

7. User concern about data privacy
1 TRUSTe “2014 US Consumer Confidence Privacy Report, Harris Interactive, Jan 2014
2 GfK Survey on Data Privacy and Trust, April 2014
92%
of US Internet users worry about their privacy online1
88% are somewhat to very concerned about the protection of
their personal data2
59% say their concerns about data privacy have increased in the
past 12 months2

8. Publishers are held accountable
76%
1 US 2013 Consumer Data Privacy Study – Advertising Edition, Harris Interactive, Sept 19 2013
of US Internet users believe website owners /
publishers are either “a lot responsible” or
“wholly responsible” for protecting privacy in
online advertising1

9. Data Leakage is a problem
“An individual campaign… was spawning
an unknown third party which in turn was
spawning 20 other third party tags.”
– Evidon Telegraaf Case Study, Nov 2013
67%
of data collection on the Top 50 North American
content websites is outside of the website’s
control – 2013 Krux Cross Industry Study

10. Publishers get Blamed
“It’s a bullshit story that it’s not in their
control. They have always had the
power to block those cookies. They
are totally culpable.”
– Dave Morgan, CEO Simulmedia

11. It’s seems even hard for Google?

12. CEO’s now get fired over data

13. Data governance is a barrier
% of respondents
Leading Factors that Prevent Adoption of
Programmatic Approaches According to US Executive
Publishers, Advertisers and Marketers, Sep 2013
Brand safety issues
26%
33%
23%
Resistance from current process owners
26%
18%
26%
Lack of transparency in the process
21%
24%
17%
Internal process/marketing ops challenges
21%
18%
19%
Data governance concerns
21%
9%
15%
Publishers Advertisers Total
Source: Winterberry Group and the Interactive Advertising Bureau (IAB),
"Programmatic Everywhere? Data, Technology and the Future of Audience
Engagement," Nov 4, 2013
165668 www.eMarketer.com

14. The Solution
1. Instead of selling audience data, sell the inventory
that’s been seen by the audience
2. Protect publisher data in a DMP
o No PII collected
o Data leakage managed
3. Provide Publishers contractual assurances
• Systems
• Trafficking

15. Inventory seen by audiences
Audience Extension – Onsite
Audience Extension – Offsite
Vertical Audience Targeting

16. Audience Extension

17. Audience Extension Onsite
Run
of
Site

18. Audience Extension Offsite
Brand
Safe
Brand
Safe
Brand
Safe

19. Vertical Audience Extension
Brand
Safe
Brand
Safe
Brand
Safe

20. Publisher Implementation
Tag site with 1x1 collection pixel using a data
management provider (DMP)
User consumes content, searches & shares
information on the site
Data is analyzed into interest-based
segments
Merchandised as a combined CPM
(Publisher Audience Data combined with
brand safe inventory)

21. How this works
Buyer Seller
Brand
Safe
1
2
3
4
Brand
Safe

22. Is a Publisher’s Data Safe?
No PII (Personally Identifiable Information)
collected
Data protected in the data management platform

23. Ensuring User Privacy
Collection Level (Publisher)
• Privacy Policy
• opt-out mechanism
• DAAC requires link to Ad Choices
Campaign Level (Ad Creative)
• DAAC requires use of Ad Choices icon

24. User Experience
Can a user be ‘overtargeted’?
Is this creepy?

25. Results: Third Party vs. First Party
CPG
Finance
Auto
Travel
Third Party First Party
0.04% 0.09%
0.02% 0.09%
0.04% 0.11%
0.03% 0.13%
+2.5x
+3.5x
+3.0x
+5.0x
Olive Media Campaign Data, H2 2013

26. Can Advertisers overlay their data?
Buyer Seller
1
2
3
6
Brand
Safe
Brand
Safe
4
SSP
1
Oh Yeah!

27. Benefits
Advertisers
Trusted Sources: Publishers
Transparency
Scale
Turnkey
Option to overlay advertiser
data
Publishers
Incremental monetization
Data remains safe
User privacy safeguarded
Turnkey

28. Publisher Audience Data & Programmatic
Questions?