Publishings Digital Consumer
Program Areas
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Leading radio streaming service Pandora partners with Oracle Data Cloud (link is external) on two important measurement initiatives: a custom offline sales meta-test of consumer packaged goods (CPG) campaigns and automotive Buy Through Rate (BTR) measurement. Connecting online ad exposure to offline sales requires billions of data points. Massive scale is crucial. With more than 76 million logged-in listeners per month, 1 billion data signals every day, and cross-platform reach, Pandora is uniquely positioned to provide our advertisers with the crucial data they need. In both the CPG and Auto studies, Pandora‘s listener data was matched anonymously, one-to-one with Oracle Data Cloud user-level data set. Pandora’s cross-platform media was then connected with offline transactional consumer data from the Oracle Data Cloud. For marketers, being able to accurately measure a campaign’s impact on in-store sales truly is the holy grail. With 67% of the buyer’s journey (link is external) happening online, digital marketing has never been more directly connected to offline sales. It’s also the thing that keeps marketers awake at night and a challenge that here at Pandora, we’ve taken to heart. Campaign-level sales insights are equally important for automotive marketers as their CPG counterparts. Yet, auto purchase cycles are even longer and more complex, making sales attribution a struggle. Pandora is proud to lead the charge in this space and is the first non-endemic publisher to leverage Oracle Data Cloud Buy Through Rate at a raw impression/user level, exposing detailed and granular campaign-level insights. --- For more information, visit http://bit.ly/2g3Ic5u (link is external)
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Learn more about Krux’s data management platform solution ‘marrying human insight and machine learning’. People are unique, from their different characteristics to preferences to behaviors. People engage with brands in infinitely different ways, and they certainly don't fit neatly into standard audience personas. More granular and dynamic audience segments can be discovered and defined through Salesforce DMP machine learning capabilities powered by Einstein. Salesforce DMP Machine-Discovered Segments deliver: Machine-learning algorithms that detect similarity and correlation between users to find hidden patterns and behaviors Prescriptive audience recommendations based on all data sources Unique audience personas that differentiate and augment the value of your first-party data Intelligently targeted and personalized engagement Complete analysis and actionable data to discover, activate, and measure Key Features include: Programmatic Attribution Modeling: Smart insights for smart ad buys and activation across all screens, channels and systems. Turnkey Lookalike Modeling: Audience expansion in which you control the tradeoff between reach and similarity, without reliance on external black box providers. Restricted Data Leasing: Safe, supervised data flow to authorized partners according to times, terms and conditions of your choosing with automated tools for auditing and verification. --- For more information, visit http://bit.ly/2xghY5Y (link is external)
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Learn more the Audience Center 360, a Google analytic solutions data management platform that helps brands make strong decisions based on a complete understanding of their audience insights, and create relevant and engaging experiences across the entire customer journey. --- For more information visit, http://bit.ly/2xSzX6a (link is external)
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Blog
Consorting With the Frenemy: Ad Tech Players Partner For Shared Identity Matching
AdWeek article written by James Hercher
Seven independent ad tech companies debuted a programmatic consortium on Thursday that pools their supply- and demand-side cookie IDs into one shared identity asset. The consortium is helmed by AppNexus, MediaMath and LiveRamp, which provides the data matching. Other launch partners include Index Exchange, Rocket Fuel, LiveIntent and OpenX. And it’s a shot across the bow of Facebook and Google, which suck in a majority of digital ad dollars. “The big giants have had an advantage over the open internet in that they have their own deterministic identities for users that allows more precise targeting and cross-device matching,” said AppNexus product VP Patrick McCarthy. Ad tech platforms like AppNexus, Index Exchange and OpenX have the combined online reach marketers want, McCarthy said, but an advertiser must match its data against each platform independently and use LiveRamp to create one-to-one matches. “A universal cookie ID eliminates all the user syncing that goes on between platforms and the lower match rate that necessarily goes with it,” he said. While Google and Facebook have users who contribute deterministic data, the newly formed ad tech consortium can apply first-party data from advertisers and logged-in data from publishers. Marketers and supply sources who are a part of the consortium will access for free the shared cookie pool. LiveRamp’s cross-device graph IdentityLink can be extended to the campaigns, but LiveRamp is still considering commercial terms for ad buyers who want to add a cross-device matching component, company CMO Jeff Smith told AdExchanger. The lack of a unique identifier to date has been one of the biggest factors in fueling concerns around transparency, fairness and control in the digital advertising ecosystem For now, though, any marketer who wants to take advantage of the consortium’s cross-device offering must be a LiveRamp IdentityLink customer. Smith is acutely aware that LiveRamp gains a new business funnel, noting that onboarding potential consortium partners is “definitely is a benefit for us.” “And hopefully the broader benefit is if everyone standardizes around a common identity, the value and efficiency of their marketing will go up,” he added. While the DSPs and SSPs in the consortium may not view it as a new business play, “there certainly will be benefits” that could lead to budget and supply-source consolidation, said MediaMath product VP Philipp Tsipman. For instance, a European video supplier working with MediaMath on a campaign could match its viewers one-to-one with MediaMath’s cookie pool. If that relationship were to occur through the consortium, the match rates would be higher and the profiles would be more robust, since suppliers across the web are contributing data as well. AppNexus’s McCarthy said the system doesn’t cut off buyers from suppliers that don’t use the consortium, but “they will get better matching and better results, so it could naturally funnel more budgets to suppliers that participate.” The market needs “a unique identifier that is neutral,” said OpenX CEO Tim Cadogan in a statement about joining the consortium. “The lack of a unique identifier to date has been one of the biggest factors in fueling concerns around transparency, fairness and control in the digital advertising ecosystem.” --- For the full article, please visit http://bit.ly/2fLZtAB (link is external) -
Blog
Political Scholars, NGOs Call on Facebook, Digital Industry to Support Rules for Political Campaigns
Released on September 22, 2017 at a political microtargeting conference held in Amsterdam, in response to the recent announcement by Facebook and Mark Zuckerberg on changes to how they conduct political ad campaigns. Dear Mark, Your statements on Facebook’s new policies for political advertising were issued as we started a global symposium on micro-targeting in Amsterdam (https://www.ivir.nl/amsterdam-symposium-on-political-micro-targeting/ (link is external)). We are a group of leading international academic experts and civil society representatives from the fields of law, communication, political science and economics who are conducting research on political targeting. Fairness, equality and democratic oversight are key in democratic societies. We appreciate the initiative you have taken and strongly encourage further dialogue and action. Moving this forward we strongly believe that the principles of transparency and disclosure are essential. Facebook should share publicly the full range of paid political contents, disclose the sponsoring actors, and identify the categories of target audiences. This should be done globally as this is an issue that affects elections worldwide. We encourage you and other platforms and actors to join this dialogue to contribute principles for transparency and disclosure. Transparency is a first step in the right direction. Digital political advertising operates in a dynamic tension between data and humans, commerce and politics, power and participation. Some of these tensions can be resolved by transparency, others not. The way forward is to engage with governments, regulators, election monitoring bodies, civil society and academics to develop public policies and guidelines for ensuring fairness, equality, and democratic oversight in digital political campaigns. Can we count on you? Natali Helberger Institute for Information Law (IViR), University of Amsterdam Claes de Vreese Amsterdam School of Communication Research (ASCoR), University of Amsterdam Balazs Bodo Institute for Information Law (IViR), University of Amsterdam Mauricio Moura George Washington University Max von Grafenstein Alexander von Humboldt Institute for Internet and Society, Berlin Jessica Schmeiss Alexander von Humboldt Institute for Internet and Society Sabrina Sassi Universite Laval Tom Dobber Amsterdam School of Communication Research (ASCoR), University of Amsterdam Jeff Chester Center for Digital Democracy, Washington, DC Kathryn Montgomery American University, Washington, DC André Haller Institut für Kommmunikationswissenschaft, Universität Bamberg Damian Tambini Department of Media and Communications, London School of Economics and Political Science Simon Krischinski Johannes Gutenberg Universität Mains Daniel Kreiss School of Media and Journalism, University of North Carolina at Chapel Hill -
Digital marketing companies, especially Facebook (link is external) and Google, allied with super-size broadband ISPs (AT&T, Comcast, etc.), defeated (link is external) a bill that would have given Californians the right to have a say in how their digital information can be used. The bill primarily required (link is external) opt-in consent (an informed, informative okay) before our data could be used to help advertisers target us via a home or mobile Internet connection. Google, Facebook, AT&T, Comcast and their partners don’t want individuals to be able to decide for themselves whether they want to be part of these companies’ commercial surveillance system. Working both independently and collectively, the digital marketing businesses can now seamlessly (link is external) gather, analyze and use all our information—whether we are on a mobile device a PC or even watching TV. Our mobile phones and apps send them details of where we go and what we do. All of our “profile” information is collected into a single record, which often contains an ever-growing (link is external) array of other data—about our finances, health, what our kids do, what we view online, where we shop and for what, our race, ethnicity, sexual orientation and more. Google and Facebook use this data to generate massive revenues from advertisers, marketers and political campaigns. AT&T, Comcast, and Verizon have long had “Google envy,” believing that their monopolistic control over the broadband connections most Americans rely on should also shower them with even more financial rewards. That’s why phone and cable companies have scooped (link is external) up digital ad companies, such as Yahoo and AOL. Their vision for the future is to profit significantly by selling us to advertisers when we use our digital devices to stream video, listen to music, play games, etc. The California bill was based on the safeguards that had been enacted by the FCC at the end of the Obama administration, but that President Trump eliminated (link is external) earlier this year and. Google, Facebook and the others knew that if California enacted such consumer safeguards, it would set a powerful precedent. That’s why they engaged in a deceptive (link is external) ad campaign, used their political donations (link is external) for clout with lawmakers, and sent lobbyists to the state to tell tall tales of how Americans have their privacy protected by the FTC. A terrific coalition (link is external) of privacy, consumer, education, children’s advocacy, civil rights and civil liberties group fought for the California bill. We are proud that CDD played a modest role. We will all be back, stronger than ever, when the California state legislature reconvenes next year. But the lesson here is a valuable one and joins the now-almost-daily examples where Google (link is external), Facebook (link is external) and the others misuse their power. The forces of advertising and marketing, now fueled with the ever-growing capabilities of digital applications, undermine the ability of America’s communication and information gatekeepers to effectively serve the public interest. It’s a story that has been repeated throughout the 20th century with the mediums of radio, broadcast television and cable. It’s also always been true of the Internet companies. Protecting our privacy, by stopping these companies from so easily grabbing and monetizing our data, is one way we need to address the problem. The Europeans are about to do precisely (link is external) that—and the U.S. needs to do the same. That’s a very important beginning for what must be a new national agenda protecting the digital rights of all Americans.
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Integrated into their end-to-end platform (link is external), Smartplay provides a real-time, one-to-one connection (link is external) to viewer’s device, enabling them to optimize monetization opportunities. Smartplay’s server-side ad insertion technology (link is external) and industry-standard ad-decisioning system are used to deliver personalized ad experiences across live, linear and on-demand programming. By enforcing advertising business rules according to their monetization strategy, Smartplay enables smarter advertising to help customers get the most value out of their online content. --- For more information, please view the attached PDF and visit http://bit.ly/2w385c7 (link is external).
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“Marketers. Ready, aim, engage! It is easier than ever to hit the right marketing targets,” explains Equifax (link is external) about its far-reaching data capabilities that capture, analyze, and sell our information. Equifax’s admission last week about its loss of personal information on 143 million Americans—including Social Security and drivers license numbers—is also a wake-up call about the dramatic loss of our privacy in the digital era. Most people think of Equifax as one of the “Big 3” credit-reporting agencies that provide information on our credit worthiness. But Equifax also profits from compiling and selling our data profile to financial services, retail, auto, telecommunications, and other industries for online targeting. As the company itself explains, “Equifax has grown from a consumer credit company into a leading global provider of insights.” It has built a major business offering (link is external) “audience profiling, targeting and measurement tools” that reflect data practices that undermine our privacy and can threaten the interests of consumers. As it explains (link is external) in its “Equifax for Marketing? Absolutely” document, “the advent of Big Data presents nearly limitless potential to help identify the most profitable customers and prospects…. Our data-driven marketing solutions help you synthesize consumer data for a holistic, 360-degree customer view.” Equifax pulls together and “enriches data from disparate sources” so others can have an “enhanced view” of who we are and what we do. Unfortunately, that “enhanced view” means trampling on what should be our right to control who has access and can use our information. We shouldn’t be focused only on the loss of our information from a data breach—but also on how we can better address this issue at its core—by stopping the massive and stealth ways our data are being gathered and used in the first place. Just last month (link is external), Equifax further consolidated (link is external) its “data assets” to create what it calls its “Data-Driven Marketing” suite (DDM). It now provides “a single point of access to all of its data” in order to make using it more convenient for marketers. Equifax’s current business practices reflect how our personal data is traded, shared, and sold today. An array of partners (link is external) collaborate to share information on an individual or a group to be targeted. Data from different sources are gathered, analyzed to identify patterns and opportunities; we are segmented and scored, given an invisible label that describes our financial status and behavior, and that information is then fed into superfast computers that deliver pitches and offers to us via mobile phones, PCs, and connected TVs. In its “Data-driven Marketing Solutions” paper (link is external) on financial services, Equifax touts its ability to directly measure “over $15 trillion of U.S. consumer investable assets…and credit data for over 220 million consumers in the U.S.” Equifax says that it can take that data to help clients target individuals “across channels: email, display, mobile, addressable TV, social, direct mail, point-of-sale, [and] call center.” This is what’s known as “omnichannel” marketing, and involves following us wherever we go online, and, via our mobile phone and apps, into stores and other physical locations as well. For example, Equifax’s IXI (link is external) Services division enables marketers to “differentiate consumer households and neighborhoods, based on wealth, income, spending capacity, share-of-wallet and share of market.” One of its products—AudienceIntel (link is external)—“helps you understand the financial profile of your site visitors…[using] intuitive targeting segments based on our proprietary measures of households’ financial capacity, propensities, preferences, and behavior.” Among IXI’s “digital targeting segments (link is external)” are those who may need a “sub-prime credit card,” a “revolver” (someone with a high balance and will have to accrue interest charges), a “likely student loan target,” and “active debit card users.” Equifax’s IXI promises that it can help guarantee that its clients’ ads have been viewed by their “desired target audience” and whether a sale or some other response was completed—“online or offline.” Unlike Experian and Acxiom, Equifax’s IXI “receives data directly from financial institutions,” which it can segment in a more granular way, according (link is external) to trade reports. Equifax’s “TokenIntel (link is external)” provides retailers with additional insights into our lives by linking point-of-sale and online transaction data with our use of credit cards. This includes geo-location information as well. Although Equifax claims its processes are privacy friendly, the technology it uses enables it to know each consumer and “household, allowing for a clearer picture of a household’s likely value to your brand.” “Communicate with shoppers like you know them…Because You Do!” Equifax explains, urging potential clients to work with it so that “your millions of transaction data points become the foundation” of more profiling and targeting of individuals. Equifax has allied itself with other leading digital data companies that use cutting-edge ad technologies that help target us in milliseconds. They are now working (link is external) with Adobe, Lotame, Salesforce’s Krux, Neustar, MediaMath, and Acxiom’s LiveRamp (link is external), for example (as well as working with music site Pandora (link is external)). In other words, Equifax is helping other data targeting companies gain access to our information—an example of the out-of-control data system unleashed today. Because the U.S. doesn’t have any federal consumer privacy law—rules that the digital data and ad industries are violently opposed to—there’s nothing stopping them from collecting and using even more of our information. The breaches that are occurring begin the very first time a company takes our data, without any legal limits on what that company can do with such information. ---
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Equifax Inc., a global information solutions provider, today unveiled its next-generation Data-driven Marketing capabilities, designed to help brands conquer the challenges preventing them from realizing their data-driven marketing goals. As marketers across all industries become increasingly reliant on "big data" to help them identify the most profitable customers and prospects and create great experiences, it's clear that marketers need additional help to harness the promise of data-driven marketing. A majority -- 96% -- of marketers report their organizations are attempting to make more central use of customer data, but only 29% are seeing results, according to the IAB's "The Data-Centric Organization (link is external)" whitepaper from September, 2016. Data-driven marketing integrates and enhances the marketing services that Equifax provides. These include credit marketing, IXI Services' wealth-based marketing insights, and digital marketing. This unification enables Equifax to more holistically solve the key challenges that marketing executives face. Leveraging our track record as a trusted data steward and widely-recognized strengths in household economic data, identity and data linking, analytics and technology, Equifax helps brands: Create a single, actionable customer view across data silos and channels; Turn data into an understanding of customer needs and growth opportunities; Engage customers consistently across channels; and Measure results to continuously improve performance and marketing ROI --- For the full article, visit http://bit.ly/2wnuro8 (link is external)
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Blog
Phone and Cable ISPs Assemble a Big Data Commercial Surveillance Apparatus Aimed at Californians: Use of “hyperlocal” data targeting practices bring greater privacy threats to neighborhoods and communities.
Key control of multiple devices, including TV. ISPs have positioned themselves to expand their consumer data collection across all the devices/platforms they operate. This includes broadband connections (including streaming media), mobile devices, PCs, and also TV. Unlike Google and Facebook, the cable and telephone ISPs largely control the TV set. Comcast has enabled its NBC division to use its set-top (link is external) box data for targeting, for example. Phone and cable companies work with leading data brokers and data marketing “clouds” in order to develop granular and actionable profiles of individuals. This gives ISPs robust understanding of the actions and behaviors of consumers, including financial, health, ethnic, racial, shopping, and even politically related data—all of which is used for personalized targeted marketing. Examples include Comcast (link is external) and Verizon working with Acxiom, among others; Comcast (link is external) and Verizon working with real-time data targeting company MediaMath; Verizon and Comcast (link is external) working with Oracle’s (link is external) marketing cloud division; and Experian (link is external) providing data to Verizon/AOL and AT&T (link is external). ISPs are Identifying and targeting a single consumer across all the devices that person uses—through “cross device identification.” Verizon (which operates both AOL and Yahoo) works with Acxiom’s LiveRamp division. LiveRamp specializes in helping clients fuse together data that allows specific individuals to be identified (link is external) on all their devices, through LiveRamp’s “IdentityLink” LiveRamp matches “PII-based data—like emails, postal addresses, and phone numbers—with…cookies and device IDs….” The company maintains “consistent recognition on 98% of U.S. adults and nearly 100% of U.S. households.” Verizon’s Precision Insights Program is listed as a LiveRamp partner (“the two companies are leveraging the PrecisionID” to give advertisers the ability to run “list-matching” campaigns in mobile, and serve mobile ads to an already built CRM list). AT&T also has a connection with LiveRamp, via its alliance (link is external) for app-based data targeting with Opera Mediaworks. The list of LiveRamp’s data partners is far-reaching, suggesting that Verizon, for example, can acquire extensive data elements on individuals. AT&T has also worked with cross-device targeting specialist Tapad. (link is external) Verizon works with another cross-device company—Drawbridge (link is external)—which also has multiple data-broker partnerships. Phone and cable companies are using set-top box data to also target consumers on their other devices. For example, AT&T recently boasted, “we are now targeting that same consumer across TV and mobile.” ISPs are expanding their use of consumer geolocation data for commercial tracking and ad targeting, creating new privacy threats to neighborhoods and communities. For example, leading geo-tracking company Factual (link is external) is a partner (link is external) with Verizon’s AOL. AT&T (link is external) and Verizon (link is external) also work with geotargeter PlaceIQ. ISPs have been on a data-targeting spending spree to acquire companies that help them target across devices and applications. AT&T has partnered with ad- (and now also data-) giant WPP to own (link is external) a company that helps deliver digital TV and other interactive ads across devices. They are using “verified subscriber identities” to deliver addressable TV and mobile ads, including through apps. Verizon’s acquisition of Yahoo (including Yahoo Finance and Yahoo Mail) gave it control of over 600 million mobile monthly users. Yahoo mail has “225 million logged-in users,” for example, lending valuable scale to AOL’s (link is external) ad-platform business. “Verizon’s subscriber data coupled with Yahoo content and email addresses enables more precise ad targeting,” explained (link is external) one leading publication. ISPs are using their data clout to deliver insight-based targeting. Verizon, for example, promises that it “allows advertisers to pinpoint very specific targets by households." ---
