First Party Data: What, Where, and How?
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The document discusses challenges in the publishing industry, particularly regarding the ownership of advertiser relationships and audience engagement due to competition from the internet and social media. It emphasizes the importance of actionable first-party data, with email being a crucial channel for audience monetization and identification. The document presents strategies for publishers to utilize their first-party data effectively for direct sales, content personalization, and audience nurturing.
First Party Data: What, Where, and How?
- 1. FIRST PARTY DATA WHAT, WHERE, AND HOW. Your Partner in what’s next for Publishing and Media
- 2. The Publishing Business Model Under Pressure • The 20 year story of publishing is one of intermediation between publishers, advertisers, and audience 2 Publishers used to own the advertiser relationship and deliver the value; now not so much • The Internet • Search Engines • Facebook • Ad Networks • Browsers • Ad Blockers • How to again own your audience and deliver value to advertisers?
- 3. How much do you know about your audience? 3 The average publisher has actionable first party data for less than 20% of their unique visitors Anonymous Low Data Actionable Data is Actionable if it allows: • Direct sales of targeted ads • Content personalization • Segmentation and analysis • Lifecycle marketing Source: 52 PostUp client properties, known is > 2 repeat visits
- 4. Email is an owned direct channel, but also a lever for on-demand reach and the key to identity for 1st party data The Email Channel is Unique and Strategic 1. Reach audiences directly at any time. 2. Control what your audience sees, no algorithms. 3. Monetize audiences, even if they don’t visit. 4. Nurture audiences into paying subscribers. 5. Identify specific users when they visit your site. An email click carries Internet identity, and is a sticky “sign in” to your site.
- 5. Email Address as Definitive Long-Term Identity Email is the identity that people carry from device to device, forever User Profile A Work Phone Home User Profile B @ New Phone
- 6. Email Audience Economic Model 6 Email attributable revenue scales with the size of your email audience, and magnified by 1st party data KPIs Monetization 1st Party Data
- 7. A Real Client Example 7 There is a direct relationship between KPIs and revenue Monthly Unique Visits 13M Email Subscribers 600K Sent Emails @ 20 per month 12M / mo Inboxed Emails @ 6% Spam Rate 11M / mo Promo Email Revenue: 4 per month @ $28 CPM $67K / mo Email Opens @ 24% Open Rate 3M / mo Newsletter Banner Ad Revenue @ $3 CPM $8K / mo Click Throughs @ 27% CTOR 731K / mo Page Views @ 2.2 per email clicked 1.6M / mo Email Sourced Site Traffic Revenue @ $10 CPM $16K / mo Total Annual Email Attributed Revenue $1,096,828 KPI KPI KPI KPI $ $ $
- 8. Establishing and Enriching Your Known Audience • Your analytics platform already has masses of 1st party data • The key is making it actionable, by linking to an identity 8 Link your existing web audience data to a specific email address and make it actionable Email clicks carry identity token Identity (re-) established on your site Identity + consumption + custom data Past and future 1st party data tied to identity Actionable data propagated to PostUp ESP Newsletter sent Emails + enriched targetable data
- 9. Use Case Examples • Targeted direct sold email campaigns: dedicated, native, banners • Targeted by category of content consumption, ex: health, home, financial, etc. • PostUp clients command CPMs of $30 - $200 on sent emails • Create/extend lists by promoting or simply enroll in new newsletters • Ex: create a Finance newsletter and enroll 100K known engaged consumers • Targeted promotion of your own products • Ex: promote digital subscriptions to DIY consumers + Lowes gift card 9 We know what types of content specific individuals consume on your site, who are now reachable via email
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- 11. Case Study • Apartment Therapy: home décor, design, DIY, real estate • 1.5MM email audience, 12MM monthly visits • Historically has sold “run of site” ad campaigns, e.g. Sherwyn Williams • Had demand for promotional email from Realtors Association • But the 1.5MM list is too broad to sell in entirety • Identified 64K active emails that had consumed Real Estate • Content consumption a strong indicator of “consumer interest” • Sold a targeted campaign to 64K at very high CPM • Also created a newsletter product, auto-enrolled audience, 35% open rate 11 Apartment Therapy & Real Estate Audience Segment
- 12. Customer Data Platforms (CDP) • A unified data view that allows centralized, “on the fly”: 1. Segmenting audience by behavior: email and ad trafficking 2. Website personalization for engagement: content and offers 3. Email capture: targeted calls to action 4. Optimization of paid traffic acquisition: Facebook, DFP, etc. • CDPs solve the problem of too much tech with … more tech! 12 They “unify your data”, but what, exactly, does that get you?
- 13. The PostUp “Synchronized Data Platform” • PostUp interoperates with existing tech and databases 13 PostUp delivers CDP-level capabilities, without adding yet another database and platform postup.JS User Local DB Segment Definition & Analysis Trafficking to Segments on Entire Google Network PostUp ESPCustom Audiences
- 14. Designed Specifically for Publishing & Media 14 A unique platform paired with an expert strategic services team that understands your business CONTENT DISTRIBUTION PLATFORM Turnkey CMS Integration Optimized Editor Workflows Automatic Content Curation 1:1 Personalization Efficiency and Flexibility at Scale AUDIENCE DEVELOPMENT Turnkey Ad Revenue List as Ad Inventory Brand Advertisers DFP Integrated Email Capture Subscription Paywalls First Party Data Sync Audience Exchange PARTNERS SERVICES AND STRATEGY TEAMS Deliverability Campaign Creative Integration Analytics Audience Dev. Business Outcomes MONETIZATION TURNKEY INTEGRATIONSBAKED IN INTEGRATED
- 15. Your partner in what’s next for publishing and media. For more information: Keith Sibson SVP, Product & Marketing ksibson@postup.com
Editor's Notes
- #4: 3rd party cookied visitors are ad networks may be actionable, but ad network is delivering the value
- #5: Identify users is the last point because it’s where we’re focusing this presentation Facebook “sign in %” is 100%
- #7: Call out that email audience size over time is based on “email capture rate”, typically conversion into newsletter products.
- #9: Point out that to make this work, it’s a simple and lightweight piece of PostUp JavaScript on your site The same user on both mobile and desktop is easily reconciled, as soon as they click
- #11: Promotional emails come from the publisher, and are typically branded for both the publisher and advertiser.
- #15: A key point here is that we provide CDP-like capabilities by interoperating with existing technologies. We don’t copy your entire CMS to power personalization, we hook into what you already have. We flow web data into Google Analytics, and link GA into the email database for targeting, levering the first party data you already have, including Google Ad advertising segments.