Premium Targeting After The Cookie Crumbles

Premium Targeting... After the c..

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The use of cookie-based information in advertising is about to change...

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It's going to

happen, and it's

the law.”Christopher Graham, EU

Information Commissioner

If any of your advertising revenue is being generated through cookie-based advertising,

you could do with some alternatives.3

Why? The premium segment still makes a lot of sense ... And money.

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Achieve maximum potential … in all stages of the sales process

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consultative sell

technical setup & techniques

optimisation

learnings & communication

Sequential Delivery

URL

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Time of Day

Content Vetting Tools

Keyword

Search Term

Semantic Content

Recognition

IP Address

Geo-targetingBandwidth

Day of Week

Themed Channels

Operating System

Proprietary Permission

Data

Sequential Delivery

URL

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Time of Day

Content Vetting Tools

Keyword

Search Term

Semantic Content

Recognition

IP Address

Geo-targetingBandwidth

Day of Week

Themed Channels

Operating System

Proprietary Permission

Data

The sexier the technology, the more your team needs a licence to drive (and sell) it

Some common mistakes ...

Over-promising on metrics

(clicks, conversions)

Some common mistakes ...

Over-promising on metrics

(clicks, conversions)

Some common mistakes ...

Over-promising on metrics

(clicks, conversions)

“Plug-and-pray”

And another: Targeting to death, just because you CAN…

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Case: Targeting based on assumptions that were too basic

• Travel client: ”Let’s test the alternatives”

• Three campaigns, same creatives:

• no targeting

• retargeting

• semantic targeting (booked on Travel Content)

Budget Travel Sports Travel Travel Agencies Finance Music

Re

lati

ve

cli

ck r

ate

Your systems should tell you EXACTLY how much you have to sell.

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Alternative #1: Sell without guaranteeing volume - ?

Alternative #2: Build in a safety net - ?

Good forecasting takes ALL factors into consideration.

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• Seasonal peaks / troughs

• Using the most detailed

possible base data

• All targeting criteria

• Frequency considerations

• Reserved inventory

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Case: Lufthansa and German news site

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> $2 Billion

... And that‘s just the

USA!

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Case: creating a custom product channel

Environment

Cooking

Bio Products

Eco-Politics

Yoga

Healthy Nutrition

Alternative Medicine

Vitamins

Cycling HolidaysHiking

Adventure Holidays

Hybrid Vehicles

Health

Prescription-free Medicines

Gardening

Protecting Nature

Post-Campaign

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Intelligent, valuable insights

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Whatever happens after May 25th …

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Be Prepared, Diversify and Win.

Thanks!Kate Owen

Country Manager, UK

Tel: +44 207 269 1213

Mob: +44 750 6133 727

kate@emediate.dk

www.emediate.biz