Apple Moves To Limit Tracking in Safari: Proves the Value of Identity-based Targeting
The Apple Developer Conference last week included the announcement of a new feature to the Safari browser that incorporates machine-learning technologies to block tracking pixels that are used by most advertising technologies—Intelligent Tracking Prevention, or ITP. This new feature is designed to "protect" Safari users from behavioral data collection by advertisers.
The way it works is that ITP will track the top sites that use cross-domain cookies and then actively try to limit the life-span of these cookies in the user's browser. If a user has been cookied by one of these top-tier sites but hasn't been to the site in 30 days, the browser can automatically delete the cookies. The next time the user visits the site that set the cookie, he or she will appear as a new, unknown user.
Why is this important to publishers and advertisers?
Audience Extension: Turning Identity Into Cash
Everyone has heard of retargeting—serving ads to people who visit your website after they leave. These ads appear on a variety of other sites around the web, keeping your brand in front of your bounced site visitors in an attempt to bring them back.
But not everyone knows about Audience Extension, which is a technique smart publishers are using to leverage their identified audiences across the Interweb.
Audience extension allows a publisher to continue to target specific, identified individuals not just on its own network of sites, but on other sites that participate in banner exchanges and auctions. These include some of the best-known and most highly trafficked web sites on the net.
Why The Krux/Salesforce Union Is a Disaster For Media Companies
The announcement this week that Krux is being acquired by Salesforce doesn't mean that media companies using the Krux platform will suddenly have access to Salesforce's suite of identity-based relationship management tools.
Identity: A Fraud Cure-All
At last week's Association of Medical Media's (AMM) Educational Meeting, Chris Langel, Senior Director at MOAT declared, "Attention is currency." Independent ad fraud researcher, Augustine Fou, PhD, from Marketing Science Consulting Group added, "Context is hugely important, and quite possibly central to all advertising and marketing."
Identity is the new currency of online advertising. It improves CPMs for both sides by allowing an advertiser to target only those people they want to reach, albeit at a higher CPM, and avoid wasting impressions on unqualified non-customers.
Advertisers, particularly in the healthcare space, have a powerful interest in reaching the right healthcare professionals at the right time. This means combining identity and context for the most relevant exposure to an advertiser's message on your web sites.
Medical advertisers have proven there is a boost in written prescriptions when you hit the right physician with the right message at the right time.
"Mom, These Cookies Are Stale!"
"When I think about what we've been learning in the time spent with advertisers and publishers, it's that the importance of reaching people and not cookies is really starting to become something that people are seeing true value around...so the success that we've seen on mobile is beginning to solve problems of how you can make sure that the right person receives the right message." —Brian Boland, Facebook's VP of Ad Tech
"80% of publishers say they can't compete with Facebook (or Google, for that matter) without better ad targeting technology." —2015 Econsultancy Survey
"At the core, we are looking to market to people, not to devices. That’s the key,"Marta Martinez, SVP, AOL Advertising, talking to MediaPost's Real-Time Daily, January 28, 2016
"Our identity-driven advertising/targeting platform enables publishers to target based on WHO, not just how many, clicked on what. Gleaning a deeper understanding of your audience—and creating a richer connection with them!—naturally translates to more effective marketing programs, new business, content strategy, print-to-digital shifts, and overall engagement." — Joanne Persico, ONEcount's President
Why is First-Party Onboarding Vital?
Onboarding is the process of connecting a user record in a database with a live person on your web site or web applications. ONEcount refers to this as converting unknowns to knowns.
First-party onboarding means identifying web visitors using your own internal databases, such as your circulation, webinar registrations, e-newsletter databases, etc. Third-party onboarding means identifying people on your web site against another party's database.
The difference between ONEcount and other, more advertiser-focused DMPs is that ONEcount excels at first-party onboarding. Why is that important? Quite simply: better results!
The largest onboarding companies in the world cookie millions and millions of users per day. They use online resources where consumers enter their personally identifiable information (PII) and e-mail partners where users click on links, amassing an identity pool of more than a billion users.
At such scale, you'd think these companies can identify 100% of your online audience. Wrong! Even the best onboard companies report ID rates maxing out at 35%. For B2B audiences, that rate drops to about 15%.
Why then, do ONEcount clients average an 80% match rate?
Relevance. By tying the audience to the sites that are most relevant to them, ONEcount provides better onboarding results for a higher percentage of audience identification than any third-party onboard platform. And if that's not enough, we integrate with the leading third-party onboarding platforms to help boost your unknown to known conversions.
For example, a medical publisher with a database of physicians is absolutely more likely to have physicians going to its web site than a site about skiing. A publisher who has magazines about skiing is far more likely to have skiers going to its web site than to sites about scientific medical findings.
That's why ONEcount's onboarding process is so unique. We use relevant audience data tied to relevant content, for more knowns and higher online revenue.
Transforming Sales Through Audience Engagement