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AdMeld's Tom Jenen on retargeting & how publishers should be using data

Tom Jenen
AdMeld is holding its second annual Partner Forum in New York on February 10.

EMEA Commercial Director Tom Jenen describes how platform-to-platform automated buying has evolved in the last year and how it’s likely to develop in 2011.

Q: how has Real-Time Bidding (RTB) developed in the last 12 months?

The initial development in RTB was simply designed to make it possible to transact impressions. Much of that basic “piping” was in place in late 2009, and resulted in the creation of agency trading desks, DSPs and Real-Time Bidding (RTB) capabilities on supply platforms.

By the second quarter of 2010, UK demand had started to grow quickly. Many companies that were late to RTB – both demand and supply side – got involved once it became clear that a large chunk of budget had begun to shift to this style of trading.

As more and more of publisher’s monthly impressions were sold via RTB, it became important to provide a lot more understanding of who was buying and why.

Functionality designed to deliver information on buyers and sellers, wider market information and data valuations all became part of the top platforms.

The biggest development, however, was actually in people. The more people that tried and transacted via RTB, the experience made it easier to communicate the success and win more budget and supply.

Q: How has data management evolved and how can publishers be more strategic about maximising the value of their first-party data?

Publishers have some of the best and most effective targeting data, be it registration data, interest data or browsing behaviour.

Many top publishers already use their data well in offering data-enhanced campaigns for premium sales. However, most publishers’ efforts are currently limited in scale and scope, and few have much facility for adding in third-party data to make their advertiser solutions even more attractive and effective.

In addition some third parties that serve ads on publisher sites are using publisher data without much transparency; they track user behaviour using their activity on the publisher’s site and match user cookies to publisher content for targeting on other sites. Many publishers find this frustrating.

In 2011 publishers will look at solutions that begin to offer data management capabilities, allowing them to create and manage audience segments, and to mix their own data with outside information in order to create even more compelling packages.

Some of these solutions will help them buy media as well, and use their data to extend their audience solutions more widely, creating more effective answers to advertiser and agency problems.

Q: What is “audience-selling” and how should publishers make this an essential part of their businesses?

Publishers have always been very good at creating, and selling, their content. But, of course, the unique users that publishers attract to their digital platforms aren’t only interested in what they came to that publisher for.

Camera enthusiasts buy cars, too. And even on a camera site, some impressions might be worth more to sellers of cars than camera brands.

Publishers need to fully understand the value of their audience if they want to maximise return on each individual impression. When selling via RTB that means: who is buying, for what price and how much?

These are true audience market value statistics. Publishers also need to know their audience’s real demographics, occupation breakdown and behavioural profiles as well as the value of each of their core segments.

While most publishers have an idea in some of these areas, smart use of technology can give them a more complete picture.

Technology can also help decide which impressions should be sold to “content buyers” and which should be sold to “audience buyers” – in order to ensure they get premium value.

Being armed with this information and the ability to sell each impression in real-time, will make publishers and their sales team more effective.

AdMeld is an Associate Member of AOP.

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