Comments on: Oreos are Good, Especially The Audience Layer http://www.danreich.com/2010/04/oreos-are-good-especially-the-audience-layer/ A Student - Learning, Living at the Intersection of Business + Technolog + Innovation + Culture. Fri, 06 Jan 2012 23:44:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: greghills http://www.danreich.com/2010/04/oreos-are-good-especially-the-audience-layer/comment-page-1/#comment-171 greghills Mon, 12 Apr 2010 22:49:52 +0000 http://www.danreich.com/?p=625#comment-171 Agencies are used to getting added value for sponsorships or even traditional buys. Agencies should start asking for added value in the form of cookie-based audience data rather than the ROS impressions they might otherwise get. The agency's optimized display group will be able to action that data across the exchanges. The agency could also ask that the added value be fulfilled by targeting a cookie pool that the agency provides, e.g. visitors to the client site.<br><br>I've noticed the misperception among publishers that optimized display and agency trading desk are trying to take over site direct buying. We're not. There's less sales channel conflict between direct sales and 2nd channel inventory than you might think. Agency trading desks strive to work collaboratively with the direct site buyers by sharing information on audiences and sites that work well.<br><br>Clients often ask which sites are performing well in optimized display, so that they can do a direct buy. If I were a publisher, I'd ask to sit down with the optimized display team and the site direct team at the same time. <br><br>In the same way that pubs have gotten used to selling 360 degree sponsorships to a brand's print, TV, and digital team, they should start selling 360 digital sponsorships that get take both optimized display and site direct dollars. Integrated is better, for both sides of the table. Agencies are used to getting added value for sponsorships or even traditional buys. Agencies should start asking for added value in the form of cookie-based audience data rather than the ROS impressions they might otherwise get. The agency's optimized display group will be able to action that data across the exchanges. The agency could also ask that the added value be fulfilled by targeting a cookie pool that the agency provides, e.g. visitors to the client site.

I've noticed the misperception among publishers that optimized display and agency trading desk are trying to take over site direct buying. We're not. There's less sales channel conflict between direct sales and 2nd channel inventory than you might think. Agency trading desks strive to work collaboratively with the direct site buyers by sharing information on audiences and sites that work well.

Clients often ask which sites are performing well in optimized display, so that they can do a direct buy. If I were a publisher, I'd ask to sit down with the optimized display team and the site direct team at the same time.

In the same way that pubs have gotten used to selling 360 degree sponsorships to a brand's print, TV, and digital team, they should start selling 360 digital sponsorships that get take both optimized display and site direct dollars. Integrated is better, for both sides of the table.

]]> By: danreich http://www.danreich.com/2010/04/oreos-are-good-especially-the-audience-layer/comment-page-1/#comment-169 danreich Sat, 10 Apr 2010 05:53:12 +0000 http://www.danreich.com/?p=625#comment-169 Agreed, data tied to media is more effective.<br><br>In your instance, what would you say to agencies looking to buy data from a<br>high value pub (or set of pubs) but use that data on cheap inventory (e.g.<br>exchanges)? Agreed, data tied to media is more effective.

In your instance, what would you say to agencies looking to buy data from a
high value pub (or set of pubs) but use that data on cheap inventory (e.g.
exchanges)?

]]> By: danreich http://www.danreich.com/2010/04/oreos-are-good-especially-the-audience-layer/comment-page-1/#comment-170 danreich Sat, 10 Apr 2010 05:53:12 +0000 http://www.danreich.com/?p=625#comment-170 Agreed, data tied to media is more effective.<br><br>In your instance, what would you say to agencies looking to buy data from a<br>high value pub (or set of pubs) but use that data on cheap inventory (e.g.<br>exchanges)? Agreed, data tied to media is more effective.

In your instance, what would you say to agencies looking to buy data from a
high value pub (or set of pubs) but use that data on cheap inventory (e.g.
exchanges)?

]]> By: greghills http://www.danreich.com/2010/04/oreos-are-good-especially-the-audience-layer/comment-page-1/#comment-168 greghills Sat, 10 Apr 2010 02:41:29 +0000 http://www.danreich.com/?p=625#comment-168 If I were a publisher, I'd monetize data not by selling it independently, but by passing the audience data through on ad calls to increase eCPM. That way publishers have more control, they wouldn't need see-through tags, and they could just disallow bids from specific advertisers to avoid channel conflict. If I were a publisher, I'd monetize data not by selling it independently, but by passing the audience data through on ad calls to increase eCPM. That way publishers have more control, they wouldn't need see-through tags, and they could just disallow bids from specific advertisers to avoid channel conflict.

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