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IGNITION: Winning data strategies for publishers by Todd Teresi/Quantcast

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IGNITION: Winning data strategies for publishers by Todd Teresi/Quantcast

  1. 1. The Future of Media: IGNITION
  2. 2. Data Use in an Addressable World Aggregate Atomic Static Dynamic Retrospective Predictive 2 12/02/10 © 2010 Quantcast Business Insider
  3. 3. The Publisher Advantage within the Data Ecosystem •  It’s what’s inside that counts: What really makes for great data? Why does it matter where it comes from and can it scale? •  Results that matter: Does it drive the metrics important to advertisers I’m working with? •  Getting a leg up: Does it give me an advantage in the marketplace? 3 12/02/10 © 2010 Quantcast Business Insider
  4. 4. Data Origins 1st Scale 3rd Party Party Relevance 4 12/02/10 © 2010 Quantcast Business Insider
  5. 5. What makes for great data? Consistent Scaled Without this it’s hard to build Not just data scale, but execution reliable models. scale too Fresh Relevant Speci ic to the types of data Measuring contribution to your objective is key 5 12/02/10 © 2010 Quantcast Business Insider
  6. 6. Data Usage Status Quo 3rd Party Centric Human Hypothesis Reliant on other’s perspective of Targeting criteria developed what’s best through intuition Low Dimensionality Positive Signal Limited number of attributes Models consider only attribute considered presence 6 12/02/10 © 2010 Quantcast Business Insider
  7. 7. Data Usage Next 1st Party (when Automatically available) Modeled If you know who your best Machine learning comes to the customers are, use them forefront High Comprehensive Dimensionality Models Digital media creates lots of Considering multiple attributes data, use it (or lack of) 7 12/02/10 © 2010 Quantcast Business Insider
  8. 8. Attributes of Targeting Approaches Algorithms Is the model based on human hypothesis, or algorithms? In most cases sophisticated algorithms are superior, just look at search. Data Relevance How relevant to the objective is the data that is used to develop the targeting model? Performance What Return on Investment (ROI) can the targeting solution offer? Scale Can it scale? High ROI with limited scale doesn’t matter. It’s all about performance and scale! 8 12/02/10 © 2010 Quantcast Business Insider
  9. 9. Our de inition of data must be expansive 9 12/02/10 © 2010 Quantcast Business Insider
  10. 10. Leveraging the Data 1997 Algorithm Media bought based on Relevance proxy. Good scale, but Performance lots of waste Scale 2004 Algorithm Relevance Great targeting, less Performance waste through retargeting, but no scale Scale 10 12/02/10 © 2010 Quantcast Business Insider
  11. 11. Leveraging the Data 2010 Algorithm Holistic understanding of Relevance the consumer Performance Scale The Future Algorithm Relevance Predict the right place Performance and right time for consumer conversion Scale 11 12/02/10 © 2010 Quantcast Business Insider
  12. 12. Driving Results that Matter 12 12/02/10 © 2010 Quantcast Business Insider
  13. 13. Uniqueness Case Study Credit Card   Case   Study of the world’s largest credit card One companies, wanted Quantcast to identify quali ied applicants who could make it through their rigorous approval process. 12/02/10 © 2010 Quantcast Business Insider
  14. 14. Uniqueness Premium Business Budget Card Card Card Converters Are: Converters Are: Converters Are: Age 44-54 Age 34-44 Age 34-44 Grad School College Children in HH HHI $100k+ HHI $60-100k HHI $30k - $60k Converters Are Interested: Converters Are Interested: Converters Are Interested: Business News Travel Coupons Travel Sports Personal Finance Real Estate Weather Diet and Fitness Converters Are Not Interested: Converters Not Are Interested: Converters Are Not Interested: Fantasy Sports Horoscopes Politics Social Networking Coupons Gambling Parenting Personals Fantasy Sports 12/02/10 © 2010 Quantcast Business Insider
  15. 15. Performance 12/02/10 © 2010 Quantcast Business Insider
  16. 16. Scale Performance is not about clicks. 12/02/10 © 2010 Quantcast Business Insider
  17. 17. Conversions only matter if you have scale 12/02/10 © 2010 Quantcast Business Insider
  18. 18. What use is ROI without Return? 12/02/10 © 2010 Quantcast Business Insider
  19. 19. Does it give me an advantage in the marketplace? Capture greater share of budget 19 12/02/10 © 2010 Quantcast Business Insider
  20. 20. Does it give me an advantage in the marketplace? Open up access to more budgets within the existing advertisers you work with 20 12/02/10 © 2010 Quantcast Business Insider
  21. 21. Does it give me an advantage in the marketplace? Drive lift and CPM on pages already sold and incremental sell through on pages that aren’t 21 12/02/10 © 2010 Quantcast Business Insider
  22. 22. Does it give me an advantage in the marketplace? Open the door for a more holistic conversation 22 12/02/10 © 2010 Quantcast Business Insider
  23. 23. Questions? 23 12/02/10 © 2010 Quantcast Business Insider
  24. 24. Quantcast Data & Technology   10+ Billion Daily   directly measured web assets   consumption events directly recorded 24 12/02/10 © 2010 Quantcast Business Insider

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