Webinar Learn How Smart Publishers Are Partnering With

Webinar Learn How Smart Publishers Are Partnering With DMPs To Boost Their First-Party Data Effectiveness Susan Bidel, Senior Analyst March 6, 2014. Call in at 10: 55 a. m. Eastern time

Agenda › First-party data is a strategic asset for online publishers. › Boosting first-party data power of insights with DMPs › Establishing a successful DMP partnership › Recommendations: Power a firstparty data strategy with solid DMP implementation. © 2014 Forrester Research, Inc. Reproduction Prohibited 2

Agenda › First-party data is a strategic asset for online publishers. › Boosting first-party data power of insights with DMPs › Establishing a successful DMP partnership › Recommendations: Power a firstparty data strategy with solid DMP implementation. © 2014 Forrester Research, Inc. Reproduction Prohibited 3

A unique set of profiles › Based on: • Site and search analytics • Online registrations • Offline subscriber data › Connecting online behaviors › And the preferences of real people © 2014 Forrester Research, Inc. Reproduction Prohibited

Source of first-party data for publishers Source: February 3, 2014, “Publishers Must Invest In

© 2014 Forrester Research, Inc. Reproduction Prohibited

Key strategy ingredient across marketing, products, and sales © 2014 Forrester Research, Inc. Reproduction

We use what the data reveals for ad sales, e. Commerce — selling subscriptions and tickets to events — and for aligning with our content management system to deliver relevant content to target contextually. Steve Suthiana Director — digital media and operations Mansueto Ventures

Agenda › First-party data is a strategic asset for online publishers. › Boosting first-party data power of insights with DMPs › Establishing a successful DMP partnership › Recommendations: Power a firstparty data strategy with solid DMP implementation. © 2014 Forrester Research, Inc. Reproduction Prohibited 9

Data management platforms defined (SO WE ALL KNOW WHAT WE’RE TALKING ABOUT) Data management platforms are a unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive environments. Source: Forrester 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited 10

DMP’s first tasks for the publisher › Determine the correct taxonomy › Allow cookie

A DMP can help a publisher understand how consumers are interacting with their content, how to attract consumers to their site, which kind of audience packages to offer to communicate, unify, and target much more effectively. Madeline Rich Director of marketing Lotame Solutions

© 2014 Forrester Research, Inc. Reproduction Prohibited 13

We’ve been able to create customized New York Times audience segments that we’re selling for incremental revenue. Heather Kelz Director of ad systems and operations The New York Times

Granular data © 2014 Forrester Research, Inc. Reproduction Prohibited

This single view of the user who is most likely to subscribe leads to a better understanding of how you can get them through that conversion. Gordon Mc. Leaod President krux digital

Cookie matching enhances relationships. © 2014 Forrester Research, Inc. Reproduction Prohibited 17

We are now able to offer data- and cookie-matching for our financial services advertisers. Adam Solomon Vice president Digital ad products and revenue operations Time

It’s the confluence of audience and product. Understanding that confluence is most important to creating better content and product to attract and amplify that audience. Robert Volz Vice president Media analytics X Plus One

Agenda › First-party data is a strategic asset for online publishers. › Boosting first-party data power of insights with DMPs › Establishing a successful DMP partnership › Recommendations: Power a firstparty data strategy with solid DMP implementation. © 2014 Forrester Research, Inc. Reproduction Prohibited 21

Translated data © 2014 Forrester Research, Inc. Reproduction Prohibited 22

We have ten years of really rich data from a survey we send out that has 450, 000 respondents, and last year was the first time we brought that into the online environment, with the help of Adobe. Chris Reynolds Vice president Marketing analytics Condé Nast

Set realistic goals © 2014 Forrester Research, Inc. Reproduction Prohibited

Invest in talent. © 2014 Forrester Research, Inc. Reproduction Prohibited 25

Agenda › First-party data is a strategic asset for online publishers. › Boosting first-party data power of insights with DMPs › Establishing a successful DMP partnership › Recommendations: Power a firstparty data strategy with solid DMP implementation. © 2014 Forrester Research, Inc. Reproduction Prohibited 26

A DMP can help deliver more effective targeting. It can improve ad units by making all monetization elements — site and mobile — work in tandem. It can improve the user experience with more relevant content. And it can provide the tools to move into a broader product perspective. Dana Hayes Group vice president Partner development Axciom

Start with a companywide strategy › Make the business case for a DMP. › Determine which divisions would benefit from a DMP integration and get them on board › Refer to The Forrester Wave™: Data Management Platforms, Q 3 2013 for detailed guidance. © 2014 Forrester Research, Inc. Reproduction Prohibited

Thank you Susan Bidel +1 212. 857. 0751 sbidel@forrester. com