How private ad exchanges, retargeting and data can improve B2B online ad effectiveness - Admonsters Berlin j9/9/13

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2010 & 2013
Maximising B2B advertising through private
exchanges, data and retargeting
@JohnMNBarnes
MD Digital & Tech Incisive Media
Berlin | September 8-10, 2013

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
l  Incisive Media is a leading, geographically diverse B2B information and
events business built on continuous digital innovation with customer insight
at its core.
l  We serve a wide range of financial services, business technology and
professional services markets globally
l  Our portfolio spans magazines, newsletters, books, directories, events,
exhibitions, conferences, websites, video services, business TV channels and
cutting edge mobile and tablet apps
l  Our underlying mission is to “connect and engage defined communities”
through a branded information business with events at its core
l  In 2010 and 2013 we were awarded ‘Digital Publisher of the Year’ by the UKs
Association of Online Publishers
Incisive Media, who are we?
Maximising B2B advertisingBerlin | September 8-10, 2013

18
to
ur
s.
s:
ox
w.
he
n.
to
a
el.
ld
s.
ur
m
hit
e.
Audience /
Community
Platform Brand
1990’ 2000’ 2010’
Short-term
extensions / products
Reach / Platform /
Brand
User engagement / Multi-screen /
Synchronous use
“Deep and narrow” strategy
focusing on vertical communities
served with print publications
Focus on reach and extensions
of print brands into online, and
adjacent markets
“Multi-screen”, web-first strategy
focused on engaging communities
through multiple media – web,
print, tablet, mobile
Risk books
Risk.net
Asia Risk
Risk Magazine
Apps
Lead
generation
Journals and
magazines
Infinite
publishing
Emails
Evolution of Incisive strategy over time
1995
1st Banner ad
served
2012
1.3 Billion ad
imps served

Incisive’s ad universe 2012

But with the advent of the EU privacy directive in 2012 we began to
realise some home truths….
l  Cookie audits revealed we were losing control of our data
l  3rd party cookies were taking valuable data and changing the way digital
advertising was bought and sold
l  We had significant advertising revenues which we needed to retain and grow
l  Mulitple device campaigns were on the increase but…
-  Size of our audience and available impressions made them unattractive
-  Clients were using networks who could offer volume and cheaper CPMs
-  Which was driving down advertising yields
-  RTB and programmatic was on the increase
-  We were turning down some campaigns as we did nit have the available
inventory
-  Our own business required more inventory to grow events and susbscription
revenues

Media coverage particularly Guardian, Campaign and eConsultancy was
highlighting this….

So we built a private exchange…
l  First stage was upgrading to Doubleclick for Publishers (DFP)
premium
-  Single integrated platform
-  Extending DFP solution to include Bid Manager, Ad-X, Optimise and Audience
-  Adding Admeld, Live Intent and OnScroll tech to our solution
l  Streamlined management across platform and functionalities
-  This included video, mobile audience and data management
-  With a focus on monetisation and audience segmentation
-  Using concept of eCPM to evaluate and tune house campaigns
l  Key goals were to:
-  Maximise value of inventory, and Improve trafficking efficiency
-  Create new advertising opportunities, and Showcase our product offering

Incisive Ad operations 2013 now have clear objectives..
l  To maximise the opportunities and value for our advertisers,
both internal and external, we have:
-  increased the effectiveness of our direct and house
advertising in order to maximise inventory
-  taken full advantage of our high-worth audience on
private exchanges and premium
-  Monetised first and third party data on our own and other
networks, including audience extensions and our email
inventory
-  And truly understood the value of our data by operating
as buyers and sellers in the programmatic environment

Markets – prior to the private exchange we sold markets as verticals

Post private exchange we sell audience across verticals e.g. Lawyers
Using retargeting within our own network

Most inventory is traded on data!
3rd Party Behavioral 3rd Party assumed intent 1st Party demographic
l  B2B data has always been more sophisticated than B2C, it is based on
actual demographics per user (1st Party)
l  Because of the historic lack of B2C data, agencies and advertisers think
that the current levels of data are sophisticated
l  We think they are basic, because they are based on assumed intent and
historical behaviour, NOT on the user demographics with intent and
behaviour overlaid

Intent and behaviour data, the flaw!
Johnny Tim George
l  All three like Sport (particularly Cycling, Cricket and Rugby)
l  Enjoy air travel, staying in hotels and eating out
l  Love technology and automobiles, especially supercars such as Ferrari’s

B2B value is in the articulation of our first party data
l  But it is hard to detail our
audiences using behavioural
terminology.
l  Third party data is “intent” driven
and generic and not of specific
relevance to our (b2b) advertising
clients
l  but it can be overlayed with
existing audience segments to
add a degree of targeting
l  e.g.Computing registered users +
visitors to Autotrader + those who
have viewed car ads = qualified
high net worth carbuyers
Incisive 1st Party demographics
3rd Party Behavioral 3rd Party assumed intent

Intent and behaviour data – the solution!
Johnny Tim George

Johnny Tim GeorgeJohnny
Intender

Johnny Tim GeorgeGeorge
Behavioural Intender
Johnny
Intender

Johnny
Intender
Tim
Qualified Buyer
George
Behavioural Intender

Examples of Data overlays
3rd Party Behavioral
3rd Party assumed intent
Incisive 1st Party demographics

Collecting first party data to enrich the exchange with quick questions

The Ad exchange hierarchy – the breakdown of less than tenth of a
second
Ad call
one
•  Given to selected
partners in a private
exchange at agreed
minimum price
(includes behavioural
re-targeting)
Ad call
two
•  Given to our direct
advertisers
Ad call
three
• Given to our house
advertisers or
networks at best
eCPM (includes re-
targeting)

The Ad exchange hierarchy – Typical rates
l  Direct Clients (IO) - £50 - £110 CPM
l  Premium Networks (e.g. Martini Media/BBN) - £3-£10 CPM
(depending on format, high impact formats such as billboard
higher rates)
l  Private Marketplace (fixed price deals) - £5-£20CPM CPM+
(depending on market and target)
l  Branded Open Market ADX - £2.50-£35 CPM (depending on
market/brand price floor)
l  Anonymous Open Market ADX – £0.50-£2.50 CPM

Re-targeting: Agencies and networks don’t have audiences!
l  All they can do is target and buy on
behaviour and intent
l  They cannot retarget as they do not
have a first party, unique, loyal
audience, therefore lacking quality
l  As a result they want volume to
minimise risk, and maximise
discount, because there is innate
waste in this approach
l  Publishers can counter this by
overlaying 1st party demographic
data, with behaviour and intent
l  This massively improves targeting,
reduces volume and increases value

Publishers do - Example Campaign – Risk.net
195,000
impression
campaign
On Risk.net
Retargeted
l  On Risk.net
l  75,000 impressions ROS geo targeting
US only = $140CPM = $10,500
l  Retargeted
l  120,000 impressions via Google ad
networks targeting individuals that
Incisive Media has dropped a cookie on
when they have visited Risk.net and
seen the CME ad = $80CPM = $9,600
l  Total rate = $20,100, Total impressions =
195,000

l  The opportunities for publishers are :
-  Building value through exclusivity and clarity on audiences for the trading
desks
-  Access to budgets dedicated to automated trading and a new range of
clients
-  Increases the value of first party data and increase the efficiency of all
digital advertising
-  Act as a buyer of our own inventory to value and tune house campaigns
-  With a goal of a 400% increase (a 7 figure sum) in traded revenue in 2013
Incisive private exchange – creating value through exclusivity

So what have we learned?

Operating as a buyer of our own
audience is giving us real insight into
the quality, uniqueness and value of
our data!

Our audience data needs
to be protected, we can
see they are valuable
through re-targeting, we
are now buyers as well as
sellers of our audience

The clients operating on the Private Exchanges are still limited and
consumer focused – but we know clients will pay for niche B2B
specialisms that result in small volume where yields need to be high

…oh , and that CPM is a fatally flawed metric, ‘a Crap
Publishing Metric’, that rewards scale, devalues quality and
does not reward specialists who spend time, money and
expertise building high value audiences

So should publishers run their own private exchanges?
Source: Campaignlive.co.uk 5th September 2013

THANK YOU
john.barnes@incisivemedia.com
Twitter.com/johnmnbarnes
Linkedin.com/in/johnmnbarnes

How private ad exchanges, retargeting and data can improve B2B online ad effectiveness - Admonsters Berlin j9/9/13

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How private ad exchanges, retargeting and data can improve B2B online ad effectiveness - Admonsters Berlin j9/9/13