IAB Annual Leadership Meeting- I Own The Advertising Data
The day of ‘seller defined media buys’ will decrease as publishers understand the who, how and where in the context of a media buy. Sellers need to not only understand the revenue picture but also the value of the audience.
The question is not WHO owns the data, but WHAT can we use the data for?
Advertisers and publishers hire vendors to solve their business problems. The two sources of real data are from advertisers and publishers. All of data is incomplete.
Does data equal revenue?
Are we managing data to get a stronger revenue stream?
Data ownership is a false paradigm. It is all about how we USE the data. We must be respectful of the consumer and prevent legislation at the same time. If we eliminate data and data usage, it will cause everyone more problems. Controls are important for both publishers and advertisers.
Advertisers want to buy on frequency and modeling for maximum reach of a targeted audience. We need a combination of trust and responsibility. The holding companies want to be transparent and open.
Big publishers and holding companies are afraid of start-ups who are doing non-ethical things that effect the revenue model for everyone. But the truth is that big players need to take a lead in the marketplace. There is a big disagreement between agencies and publishers as far as who can do what with data. This is a fundamental issue that might not be solved for years. Right now data is all over the place, no one trusts each other, and advertisers want to buy on an audience basis.
So, what the value of targeting without context?
What can publishers do to protect themselves moving forward?
Don’t work with ad networks.
Create a business policy on any 3rd party tags.
Consider search and the influence of site indexing.
One great way to think about inventory and data, is that we need to evaluate opportunity cost for each partnership. The first step for everyone has to be transparent throughout the buying and selling process.
For more information, please click here.