Cutting through ad-tech’s acronym soup when you’re looking for a DMP

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If new tech and acronyms are close, ad-tech and acronyms are thick as thieves. It seems every new wrinkle on the scene has to have its own three-letter moniker: DSP, SSP, RTB… WTF?

“The technology doesn’t change as quickly as the powerpoints,” says Petteri Vainikka, Vice President of Strategic Business Development at Cxense. The firm’s data management platform or DMP to use its acronym, enables publishers like the Swedish group Bonnier to use audience data and real-time analytics to improve user experience and monetize content by offering targeted content and ads. But Vainikka is worried that publishers looking to take advantage of powerful data technologies for the first time, don’t know where to start among the myriad of tools, capabilities, vendors, and jargon. Read more

Complacency won’t build revenue, but these 5 audience actions will

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Publishers need to actively seek out audiences without losing customer data — and potentially the customers themselves — to traditional digital middlemen like Google. Styria Media Group is doing just that with an audience-driven “daily deal” e-commerce site.

Like other industries confronted with a new paradigm, publishers felt challenged as digital media began overtaking traditional publishing channels. But digital is here to stay.

Now it’s time for publishers to truly own it – capitalising on content, implementing new revenue models, and making them work.

The key to success? It’s all about the audience and the context.

Gone are the days when geography alone helped assure a valuable audience. Today’s successful publishers actively seek site visitors, and have figured out how to keep them on the site and engage them with premium content.

The result is readers who are more likely to become repeat and loyal visitors and potentially paid subscribers.

Seeking out audiences can be time-consuming and difficult for publishers, who are clearly faced with a variety of other challenges, including steeply declining print circulation and advertising revenues. But it’s definitely doable.

Publishers must think differently – perhaps foregoing the quick buck from intermediaries like Taboola, Outbrain, and Google – to build and sustain long-term reader engagement that will lead to revenue growth.

That means doing away with these middlemen that are eroding publishers’ value and pulling readers from their sites. It also means making a stronger push against the digitally native companies that are shifting the entire business landscape, experimenting with paywall strategies, and better understanding consumers’ rapid adoption of technology (knowing who is on what device and when).

For publishers who are ready to start seeing revenue growth again, here are five steps to kick-start the process:

  1. Understand your audience members, no matter what device they are on.This sounds simple, because with the right technology, it is. There are real-time analytics tools and data management platforms available that help publishers gather and analyse audience data.Your users are moving to mobile? No problem. The right systems can analyse user behaviour on any device across your sites and over time, and also often link the users cross-device.By knowing who accesses your site, you can make better-informed decisions on what content, advertisements, and subscription promotions to target them with.
  2. Stop leaking data.In the rush to have a digital presence, virtually all publishers allow third-party scripts from intermediaries in exchange for some type of payment. The problem is that many of these scripts are using the publishers’ own data to lure away publisher profits (think Google).
  3. Don’t just look at your data – use it to your advantage.Once you know who you want to target, understand how you can better deliver an individualised and personalised experience to those site visitors.Use personalised content and push highly-targeted ads by using the audience data you’ve gathered. Then offer access for advertisers to these highly prized audience segments at a premium – advertisers are willing to pay for good targeting and good results.
  4. Look for additional ways to build your audience.For example, increase engagement for those “transient” visitors referred by Google or social platforms by recommending content better suited to where they are coming from. Context matters! If a reader has clicked through to your site to read an article about acrobatic kittens, don’t suggest articles on the Syrian crisis straight away.Look into your content base and find articles of a similar tone that might catch the reader’s eye. I’m not suggesting click-bait here, but rather a content recommendations tool that understands the context and the mood the user might be in.By delivering one additional page view for each of these visitors, publishers can significantly increase ad inventory and begin developing a larger, more loyal user base.
  5. Take opportunities to develop new revenue streams.Learn from publishers who are starting to use their audience data to build new money-making opportunities, such as entering the world of e-commerce.By better understanding the audience, it’s easier to recommend relevant products and increase the users’ likelihood to buy. And it can make your site a “go-to” resource, which will drive new traffic.

European-based Styria Media Group has had considerable success developing new revenue streams using audience analysis and targeting solutions from Cxense. The publisher introduced a “daily deal” e-commerce site, offering promotions that are really relevant to each individual user, while building a closer relationship with the audience.

There may be big questions swirling around Big Data and how it is used, but taking control of data and making it actionable is the key to helping publishers come out on top.

Publishers can and should take a leadership role in responsible data stewardship, keeping and guarding data ownership, aligning themselves with audience interests while building the kind of customer intimacy needed to harness but not violate their trust.

It is possible to find new audiences, give them what they want, and still be on their side.


By Cxense, and published in INMA’s  BIG DATA FOR NEWS PUBLISHERS blog, September 29, 2014

Personalized newsletters without the 12 person New York Times team

I read with interest on Digiday that The New York Times gets a 70% open rate on its newsletters. With a total of 33 different versions of them, NYT has apparently found a way to reach people with something for everyone. After having met with hundreds of different publishers I also know that many of them will think that reproducing NYT’s great numbers is an impossible task. Here is how easy it could be.

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Get to know your known users better with the Cxense DMP

The Cxense DMP is a great solution to help you know more about your unknown (anonymous) users. But two new features make it an even more powerful solution to help you better know your known users as well – those users that are mapped to an external identifier, like an ID from your CRM system.

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1 + 2 = a lot more than 3

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For about as long as programmatic advertising has been around, the ad tech ecosystem has largely relied on third-party data. It has been syndicated and transformed into audience segments, by data brokers collecting data, of mostly undisclosed origin, across their partners’ websites. These third-party data sets are certainly abundant, but often based on proxies and inferences about claimed behaviors, rather than first-hand facts derived from customer relationships.

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Three Hot Trends That Help Publishers Monetize

Many publishers have woken up to the reality that they’ve been giving away their hard-earned data. And now lots of them plan to change that: Wresting the reins from third parties, better monetizing their data, and listening carefully to what their readers want.

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Three ways to drive video (and audio) engagement with Cxense Video

A few months have passed since we acquired online video specialists Ramp Media. We’ve been hard at work with our new Ramp colleagues, and we’re excited to update you on Cxense Video.  Read on to learn how video is transforming the Internet, and discover the three key video challenges Cxense Video solves for publishers and broadcasters.

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Wave goodbye to the analytics tools of the past

To be successful in the years ahead, publishers have to start using data to their advantage and the right analytics and data management systems are key.

However, many publishers are unaware of how beneficial analytics can be to their bottom line and how many of the tools on the market have become outdated. By switching from a traditional analytics system to a tool called Cxense Insight, a major European news site increased click-through rates on their front page from 40-60 per cent – something that more publishers could benefit from.

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When and how do marketing pros think they’ll roll out personalization?

During a recent webinar, we asked a global audience of publishers and digital marketing pros for their feedback on when and how they’re planning to apply personalization as a way to drive increased user engagement.  They told us that 2016 will be the year they move from talking about personalization to actually implementing it, and gave us some insights on how they’re planning to roll out personalization in their companies.  

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