1. Ask me questions on Twitter! @pshibles Email and Pageviews Are So 2004 How to Become an Omnichannel Media Powerhouse Prescott Shibles VP, Audience – Randall-Reilly

2. Ask me questions on Twitter! @pshibles Three Questions 1.Which is more important to your business: ad inventory or reader data? 2.Who is your competition: endemics or Google, FB, and Martech? 3.What is your competitive advantage? 2

3. Ask me questions on Twitter! @pshibles Inventory vs. Data Inventory Video CPM’s are much higher than display Native is promising CPH (cost per hour) CPL Rich media Data All disruptive inventory types drop rates as adoption increases Ad Blocking!!!! Data qualifies reach, improves conversion Data has a barrier to entry, page views do not 3

4. Ask me questions on Twitter! @pshibles OMG Ad Blocking Apple enabling ad blocking in iOS9 PageFair estimates publishers losing $21.8 billion in ad revenues I disagree with the revenue number, but I recognize the trend 4

5. Ask me questions on Twitter! @pshibles It’s a Space Race 5

6. Ask me questions on Twitter! @pshibles Reverse Engineering Your Audience Single sign-on –Facebook –Google –LinkedIn Mobile Devices –Verizon / Aol –AT&T –Apple Tools –Outbrain –AddThis –Disqus Contact Matching –Facebook –Twitter –YouTube 6

7. Ask me questions on Twitter! @pshibles Is Your Mobile Carrier Selling Your Data? http://lessonslearned.org/sniff 7

8. Ask me questions on Twitter! @pshibles 8

9. Disqus 9

10. Ask me questions on Twitter! @pshibles AddThis 10

11. Ask me questions on Twitter! @pshibles Apple… 11

12. Ask me questions on Twitter! @pshibles How Hard Is Audience Engineering? Here are the UID’s that go to xyz.com (marketer’s Website) Here are the sites/links/topics/interests with the highest correlation to xyz.com Here are the sites/links/topics/interests with the least correlation to xyzcom Here are the UID’s that fit that profile Viola! Lookalike modeling. 12

13. Ask me questions on Twitter! @pshibles How Easy Is It? 13

14. Ask me questions on Twitter! @pshibles How Pervasive Is It? 14

15. Ask me questions on Twitter! @pshibles How Cheap Is It? 15

16. Ask me questions on Twitter! @pshibles Can You Compete? $5.40 CPM Data $3.00 Inventory $2.00 DSP $.40 16

17. Ask me questions on Twitter! @pshibles How Reliable Is It? 17

18. Ask me questions on Twitter! @pshibles WTH?! 18

19. Ask me questions on Twitter! @pshibles Huge Opportunity Prediction: Targeting data will be a more lucrative revenue stream than ad inventory in five years for those business information companies that figure it out. 19

20. Ask me questions on Twitter! @pshibles Data’s role Ever wonder why the same landing page will convert differently via different channels? –Email 15% to 30% –Google 3% to 8%... It’s the data, silly! 20

21. Ask me questions on Twitter! @pshibles MarTech Is Data-Driven Data drives where you buy inventory High quality data converts better Publishers have BETTER data Question is: can you operationalize it? 21

22. Ask me questions on Twitter! @pshibles What’s “It?” Audience Data DemographicsDevicesBehaviorFirmographics Purchasing Data 22

23. Ask me questions on Twitter! @pshibles The Database Isn’t Enough Use apps and email newsletters to create cross-device ID Matching user id’s to third-party data Locking down first-party data Make it actionable 23

24. Ask me questions on Twitter! @pshibles If You Can’t Beat ‘Em… 24

25. Ask me questions on Twitter! @pshibles “Data Platform Dominance” 25

26. Ask me questions on Twitter! @pshibles Scaling Segmentation Profile Exact Match Company / IP lookalikes Behavior- based lookalikes 26

27. Ask me questions on Twitter! @pshibles Make it Actionable 27 Audience Data EmailWebsite Social Networks Mobile Devices Ad Networks

28. Ask me questions on Twitter! @pshibles Can Your Audience DB Do This? Cookie matching Match cookies to qual card data? Cohort analysis Lookalikes Connect with third-party data? Activate audiences via multiple channels 28

29. Ask me questions on Twitter! @pshibles Omnichannel – Pt 1 29

30. Ask me questions on Twitter! @pshibles Don’t Forget About Social! 30

31. Ask me questions on Twitter! @pshibles Data Credibility! 31

32. Ask me questions on Twitter! @pshibles Options Use a DMP Ignition One Exelate Adobe Oracle Tealium DoubleClick (coming) Bootstrap it Facebook Custom Audiences Twitter Tailored Audiences Apple’s iAd Workbench Retargeting 32

33. Ask me questions on Twitter! @pshibles What Business Model? Marketing services Private exchange Programmatic E-commerce Subscription sales 33

34. Ask me questions on Twitter! @pshibles Where Do I Start? Prove value on an internal project –Sell anything to your readers? Research, subscriptions, T-shirts? Test on key customer campaigns – take a third party list rental effort and add in other channels – measure the increase in performance Benchmark and budget for investment 34