1. Webinar Learn How Smart Publishers Are Partnering With DMPs To Boost Their First-Party Data Effectiveness
Susan Bidel, Senior Analyst
March 6, Call in at 10:55 a.m. Eastern time

2. Agenda
First-party data is a strategic asset for online publishers.
Boosting first-party data power of insights with DMPs
Establishing a successful DMP partnership
Recommendations: Power a first- party data strategy with solid DMP implementation.

3. Agenda
First-party data is a strategic asset for online publishers.
Boosting first-party data power of insights with DMPs
Establishing a successful DMP partnership
Recommendations: Power a first- party data strategy with solid DMP implementation.

4. A unique set of profiles
Based on:
Site and search analytics
Online registrations
Offline subscriber data
Connecting online behaviors
And the preferences of real people
Source: (

5. Source of first-party data for publishers
Source: February 3, 2014, “Publishers Must Invest In First-Party Data Protection” Forrester report

6. Source: Reveal (http://revealtalks.com/)

7. Key strategy ingredient across marketing, products, and sales
Source: Dabeagle.com (

8. We use what the data reveals for ad sales, eCommerce — selling subscriptions and tickets to events — and for aligning with our content management system to deliver relevant content to target contextually.
Steve Suthiana Director — digital media and operations Mansueto Ventures

9. Agenda
First-party data is a strategic asset for online publishers.
Boosting first-party data power of insights with DMPs
Establishing a successful DMP partnership
Recommendations: Power a first- party data strategy with solid DMP implementation.

10. Data management platforms defined
(SO WE ALL KNOW WHAT WE’RE TALKING ABOUT)
Data management platforms are a unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive environments.
Source: Forrester 2013

11. DMP’s first tasks for the publisher
Determine the correct taxonomy
Allow cookie pools to form

12. Madeline Rich Director of marketing Lotame Solutions
A DMP can help a publisher understand how consumers are interacting with their content, how to attract consumers to their site, which kind of audience packages to offer to communicate, unify, and target much more effectively.
Madeline Rich Director of marketing Lotame Solutions

13. Source: The Bagpipe (http://bagpipeonline.com/)

14. Heather Kelz Director of ad systems and operations The New York Times
We’ve been able to create customized New York Times audience segments that we’re selling for incremental revenue.
Heather Kelz Director of ad systems and operations The New York Times

15. Source: Alibaba.com Hong Kong (http://www.alibaba.com/)
Granular data

16. Gordon McLeaod President krux digital
This single view of the user who is most likely to subscribe leads to a better understanding of how you can get them through that conversion.
Gordon McLeaod President krux digital

17. Cookie matching enhances relationships.
Source: wallsave.com (

18. We are now able to offer data- and cookie-matching for our financial services advertisers.
Adam Solomon Vice president Digital ad products and revenue operations Time

19. Build loyalty
Source: delipointofsalesystem.com

20. Robert Volz Vice president Media analytics X Plus One
It’s the confluence of audience and product. Understanding that confluence is most important to creating better content and product to attract and amplify that audience.
Robert Volz Vice president Media analytics X Plus One

21. Agenda
First-party data is a strategic asset for online publishers.
Boosting first-party data power of insights with DMPs
Establishing a successful DMP partnership
Recommendations: Power a first- party data strategy with solid DMP implementation.

22. Translated data

23. Chris Reynolds Vice president Marketing analytics Condé Nast
We have ten years of really rich data from a survey we send out that has 450,000 respondents, and last year was the first time we brought that into the online environment, with the help of Adobe.
Chris Reynolds Vice president Marketing analytics Condé Nast

24. Set realistic goals
Source: Arvin – Frozen Foods (

25. Invest in talent.
Source: 52 Week High (

26. Agenda
First-party data is a strategic asset for online publishers.
Boosting first-party data power of insights with DMPs
Establishing a successful DMP partnership
Recommendations: Power a first- party data strategy with solid DMP implementation.

27. Dana Hayes Group vice president Partner development Axciom
A DMP can help deliver more effective targeting. It can improve ad units by making all monetization elements — site and mobile — work in tandem. It can improve the user experience with more relevant content. And it can provide the tools to move into a broader product perspective.
Dana Hayes Group vice president Partner development Axciom

28. Start with a companywide strategy
Make the business case for a DMP.
Determine which divisions would benefit from a DMP integration and get them on board
Refer to The Forrester Wave™: Data Management Platforms, Q for detailed guidance.

29. Susan Bidel