Trueffect "Fundamentals of First-Party Technology Webinar"
- 2. Trueffect YOUR PRESENTER 2 Trueffect Inc. Confiden0al. 2013 © All Rights Reserved
- 3. Rohan Kumar, VP Strategic Partnerships Rohan Kumar, VP Strategic Partnerships Prior to his role with Trueffect, Rohan provided online marketing consulting for VC-backed startups, as well as for top-tier subscription and SaaS-based businesses in the employment, dating, health/beauty, and education verticals. Trueffect Rohan leads Strategic Partnerships at Trueffect, providing clients both strategic and tactical media solutions by utilizing Trueffect’s patented First-Party technology. He brings an extensive background in online direct response, acquisition, and conversion marketing. 5’ 11”, 165lbs, Libra Rohan also has held various strategic roles for AdShuffle, TheLadders.com, True.com, and One Technologies. Trueffect Inc. Confiden0al. 2013© All Rights Reserved 3
- 4. Why should we listen to this guy? • Direct response media buyer for 10+ years • Promises not to show you the LUMAscape™ slide Trueffect • Successfully use First-Party technology and data every day for some of the biggest names online in some of the most competitive industries 5’ 11”, 165lbs, Libra “Very entertaining presenter!” – Tim Mayer, CMO of Trueffect Trueffect Inc. Confiden0al. 2013© All Rights Reserved 4
- 5. Trueffect FIRST-PARTY TECHNOLOGY FUNDAMENTALS 5 Trueffect Inc. Confiden0al. 2013 © All Rights Reserved
- 6. Topics for today First- Party data and technology definitions Trueffect Current digital advertising landscape and the challenges marketers are facing with regards to data and technology Advantages and applications of First-Party technology 6 Trueffect Inc. Confiden0al. 2013© All Rights Reserved
- 7. Trueffect DIGITAL ADVERTISING LANDSCAPE 7 Trueffect Inc. Confiden0al. 2013 © All Rights Reserved
- 8. Digital Spending Soaring Q: Where is the money going? A: The usual suspects. Q: What is that going to do to prices? A: They’re going to go up. Trueffect Inc. Confiden0al. 2013© All Rights Reserved Trueffect Global ad spending in digital media, which is expected to reach $95 billion this year, will increase 14% next year and comprise 20% share of ad budgets 8
- 9. The War on Media Measurement • Computers with internet security programs like McAfee or Norton erase third party cookies every seven days on average Trueffect Third-Party cookies under attack • IE 10 released with DNT on by default • Safari doesn’t accept third-party cookies • Firefox announced upcoming versions will not accept third-party cookies Trueffect Inc. Confiden0al. 2013© All Rights Reserved 9
- 10. Trueffect Evolving Environment Source: Barclay’s Renaissance of Ad Technology I could have used the LUMAscape™ slide here … Trueffect Inc. Confiden0al. 2013© All Rights Reserved 10
- 11. Let’s Recap Cost of media is going up The technology and media marketplace is getting more complicated Trueffect It’s getting harder to measure performance of marketing activities 11 Trueffect Inc. Confiden0al. 2013© All Rights Reserved
- 12. Trueffect FIRST-PARTY, SECOND-PARTY, THIRD-PARTY DEFINITIONS 12 Trueffect Inc. Confiden0al. 2013 © All Rights Reserved
- 13. Data, Data, Data-let me explain • Online/offline • CRM • Registration Second-Party • First- Party data shared among advertisers Third-Party • Aggregated data • Inferred vs. declared Trueffect First Party 13 Trueffect Inc. Confiden0al. 2013© All Rights Reserved
- 14. What is First-Party Technology? First-Party technology uses a sub-domain of the advertiser to serve ads and make creative targeting decisions The customer data that already exists in the advertiser’s cookies for site customization and analytics can be seamlessly leveraged for targeting.... Trueffect Inc. Confiden0al. 2013© All Rights Reserved Trueffect This is more than just using a bunch of pixels to push your First-Party data into a 3rd party cookie Note: Sylvan is not a client – just an example First-Party 14
- 15. Trueffect FIRST-PARTY ADVANTAGES & APPLICATIONS 15 Trueffect Inc. Confiden0al. 2013 © All Rights Reserved
- 16. Measurement - Efficiency Performance Cookie Stability Reach Attribution Overlap Identification Trueffect First-Party technology leads to better: 16 Trueffect Inc. Confiden0al. 2013© All Rights Reserved
- 17. Trueffect Existing Target First-Party Cookies 17 Note: Target is not a client, just a example use case Trueffect Inc. Confiden0al. 2013© All Rights Reserved
- 18. Trueffect Existing Target First-Party Cookies 18 Trueffect Inc. Confiden0al. 2013© All Rights Reserved
- 19. First-Party Data Examples testGroupNameCookie • Life: 2 Years • Value: A,B,C,D,E,F… • Use: Target Messaging based on Target defined audience segment • Life: 5 Years • Value: Unique ID • Use: Identification of all previous Site visitors S_Pers & RecentlyViewedCategory Trueffect s_v1 • Life: 30 days and Session • Value: Understand product category and items viewed • Use: Category message targeting cartQTY • Life: 1 Year • Value: 1,2,3,4….. • Use: Recognize cart quantity, and products when used with “s_pers” guestDisplayName & AT • Life: 2 weeks and session • Value: users first name • Use: Identify existing customers/Accounts, relationship for more effective messaging Trueffect Inc. Confiden0al. 2013© All Rights Reserved 19
- 20. Targeting Using First-Party Cookie Unknown Visitors Recent Visitors Language Lapsed Visitors Language Marketing Funnel Visitor Product Interest Existing Customer/ Product Interest Trueffect Inc. Confiden0al. 2013© All Rights Reserved Standard Offer CTR focused creative Value and Offer based creative messaging, Trueffect • Value and Offer messaging aligned to product, location etc Upsell/Crosssell retention, and awareness based messaging 20
- 21. Real-Time 1-1 Targeting using CRM Data Last_Visited: 7/7/13 Read Trueffect Customer_Value: $21552 Prod=SUV Num_Visits=12 Write Current_Auto=Audia4 Trueffect Inc. Confiden0al. 2013© All Rights Reserved 21
- 22. • First-Party Technology keeps advertiser data secure as the First -Party cookies are only readable from within the advertiser’s domain that originally served the cookie. • Advertisers can exclusively both read and write to the cookie on every access ensuring data privacy. Trueffect Inc. Confiden0al. 2013© All Rights Reserved Trueffect Customer Data Secure w /First-Party Technology 22
- 23. Trueffect Overview High Growth Company Staffing Trueffect • First-Party Media and Measurement Platform for Large Performance Advertisers • High multi-year growth • Focused on retail, finance, technology and communications markets, web services • Delivering performance and cost-of-performance improvements • 60+ Tenured Digital Ad Technology Professionals Product/Technology • Highly-redundant global architecture serving ads in over 230 countries and certified on 4000 sites and networks • Proprietary patented technology • Highly configurable to integrate with multiple media models and vendor eco-systems • Focus on effective data management practices Trueffect Inc. Confiden0al. 2013© All Rights Reserved 23