Egta Insight

egta insight

Making data work for radio February 2017

www.egta.com table of contents

5 CHAPTER 1: Data for online audio The Data Management Platform publishers Data collection The importance of data Onboarding A step-by-step approach Storage and organisation: IDs and 6 CHAPTER 2: The opportunity attributes Radio’s range of potential data Cross-device identity touchpoints Audiences (segments) and targeting The data maturity levels of radio Targeting based on third-party data broadcasters in online audio: levelling Targeting and retargeting based on up second-party data partnerships Data maturity levels for radio A strategy to enrich a radio publisher’s publishers: a taxonomy first-party data for better interest- Targeting opportunities opened by data based audience segmentation maturity Lookalike audiences Indicative value of inventory based on Delivering a personalised experience data maturity Buying and selling inventory: SSP and Designing an appropriate data project DSP architecture Case study: Data-driven dynamic 12 CHAPTER 3: Recommendations for creative personalisation - A Million Ads radio publishers to achieve greater Dynamic pricing in digital audio data maturity, maximise inventory Case study: RMS programmatic audio value campaign 14 CHAPTER 4: The data ecosystem for Measurement radio publishers Attribution Classifying data available for radio publishers Business Intelligence tools (BI) Classification based on ownership: first, Case study: Bauer Media Group second and third-party data Interview with Ian Curd, Lotame Declared vs. inferred data Case study: Radionomy and TargetSpot Interest vs. intent data 46 CHAPTER 6: Ensuring compliance Descriptive vs. predictive vs. with the strict new data protection prescriptive analytics rules to come into force in May 2018 Sources of data and data collection Interview with Didier Angelo, TF1 tools Publicité 23 CHAPTER 5: Technologies and 48 CHAPTER 7: Overview of data processes companies and their services Data storage, processing and activation The data warehouse any other digital company – cookies, mobile What questions does this publication help you chapter 01: IDs, geolocation data, data on audio streaming, address? Data for online audio etc. Leveraging these data sources, using an appropriate data architecture, will allow radio This report has been designed to help radio broadcasters, their sales departments and independent publishers publishers to increase the targetability, and audio sales houses to take full advantage of the data available to them. If you are asking yourself the // The importance of hence value, of their inventories and thereby following questions, we hope you will find inspiration within its pages: bring in incremental revenues. data // A step-by-step For advertisers, data-driven marketing is already approach What sources happening. While not every brand requires How can greater of data can I, as a radio granular targeting, for many – airlines and Taking audio advertising to the next level firstly data maturity lead publisher, leverage financial services, for example – it is essential. to enhanced targeting requires the development of an overarching data to achieve higher value for Data-driven marketing is not only about precise capabilities? system that allows all audience interactions my audio inventory? How can I targeting, it also means more data available for – both online and offline – to be leveraged. improve my tracking and analysis, which is very valuable Mastering this valuable first-party data is the data maturity? even for mass market campaigns. cornerstone upon which more advanced data On the one hand, media that can provide reach integration may be built. At the basic level, this that is not supported by rich data will struggle to includes the use of smart audio players that How should compete in the digital field. On the other hand, comply with the latest technical standards and I go about media that deliver targeting without reach will the collection of a range of machine-generated designing data. It requires the integration of data from a data What technologies also find it difficult to achieve relevance in an the publisher’s CRM systems, competitions, project? can be used, and who environment dominated by companies that can are my relevant offer marketers both reach and data. Google, marketing activities and other audience technology partners? Facebook and – in the audio space – Spotify and touchpoints, and it may involve the use of a Pandora now have that capability. registration system to identify listeners.

Herein lies the challenge for radio as it At a more mature level, it will require the use What data What value can of data management technologies, such as privacy embraces digital and continues to extend into registration, including data management platforms (DMPs), data implications do I need audio at scale. Radio publishers have a unique single sign-on (SSO) and to consider in opportunity – engaged, loyal audiences, high warehouses and data onboarding platforms, as social login, bring to light of the new General quality content, an advertising product free of well as the ability to use commercially available my business? Data Protection the problems of ad blocking and ad avoidance third-party data sets and second-party data Regulation due so prevalent in digital – but much work needs partnerships to offer better targeting. This to come into force to be done in order to make the most of that in turn opens opportunities to exploit the in May 2018? opportunity and to offer marketers reach and programmatic marketing environment, with a targeting. radio publisher able to open the pipes to new or existing private marketplaces, for example, Many radio broadcasters have some catching and to make audio inventory available to trade up to do before they can truly compete with alongside other digital channels. other players in the digital field. This is more of a business challenge than a technical one, as radio publishers can collect, aggregate and activate the same minimum data sources as

Page 4 © Copyright egta 2017. All rights reserved. Page 5 audio streams, a pop music themed website, a chapter 02: broadcast TV station (NRJ 12), a video catch-up figure 01: the opportunity platform (NRJ Play and NRJ 12) and a concert A radio publisher’s many audience touchpoints and events organiser. Fans of the station can // Radio’s range even have an NRJ branded bank card. of potential data Alternatively, a media owner may have a touchpoints number of assets that do not share a common FM/AM brand but that may nonetheless have an DAB+ Radio broadcasters have an increasing range of intersecting audience; listeners to an oldies Call-ins Website touchpoints, some new and others longstanding, radio station may also be readers of a classic with their audiences, each of which can yield car magazine, for example, and if the publisher valuable data. The broadcast signal has long owns and collects data from both these assets Partnerships Audio streams been accompanied by offline connections, it has an opportunity to match data points such as listener call-ins, competitions, song from an individual user across platforms and voting, polls, surveys and newsletters, offering devices and form a unified view of that user. stations a feedback loop through which to better This can significantly enrich the user’s profile understand their listeners. Events Mobile (behavioural data, interests, etc.), allowing the apps As radio’s digital footprint has become near publisher to execute more effective product ubiquitous, these traditional touchpoints have management and marketing and increase the Radio been augmented by websites, social media value of advertising inventory by going beyond publisher presence and tools that allow listeners to traditional silos and offering marketers better Merchan- interact with their station’s brand online and, targeting and retargeting. dising/ Aggregators e-commerce in some cases, affect radio output in real time. This range of potential touchpoints allows Virtually every station’s stream is now available radio broadcasters to compete with the data online, both through broadcasters’ own audio sophistication of any online publisher. The key players and mobile apps and via aggregators place of audio as an advertising format in a Polls & Social surveys media of one kind or another, which offers additional radio station’s inventory actually places the online audio and video advertising inventories medium’s publishers at a distinct advantage, and the possibility to synchronise audio with as audio is a more premium ad space than the Song Newsletters display formats. See figure 1 for an overview of display formats that form the bulk of online voting Competitions radio touchpoints. advertising. Given an appropriate data strategy Stations that belong to wider media groups may and architecture, radio broadcasters can use the sit alongside a stable of television, print and information delivered across these touchpoints other online properties, each of which delivers for managing and improving their on-air content, Online touchpoints its own set of data back to the owner. In some enhancing their marketing and increasing their revenues from online advertising. cases these may share a common brand; for Offline touchpoints example, Bauer Media’s Kerrang! brand in the UK However, the typical level of data maturity in exists as a magazine, a radio station (broadcast radio broadcasters remains relatively low, and on DAB digital radio and streamed live and there is therefore a significant opportunity to on demand), a web portal and a TV channel. leverage data more effectively to develop higher NRJ can be found in France as a radio station, advertising revenues. a large collection of online brand extension

Page 6 © Copyright egta 2017. All rights reserved. Page 7 // The data maturity would be that it collects basic statistics from figure 02: levels of radio the websites of its stations, server-based statistics about its online audio streams, some Data lifecycle illustrated broadcasters in data about its listeners gleaned from social online audio: network interactions and information gathered levelling up through competitions, events and marketing 0 1 activities. The key issue is that, while potentially 0 11 Collecting and owning data is not enough on its valuable in their own right, these sets of data are own. To serve the purposes mentioned above, often fragmented, isolated, incomplete, non- data needs to be managed and, in the case of systematised and therefore not actionable in multiple sources, correctly matched up in order most cases. Such data therefore fails to achieve to facilitate commercial operations. The first its full potential in driving incremental revenue step for any publisher that wants to monetise and increasing the value of the radio company’s its audience more efficiently and to achieve ad inventory. a higher yield from its inventory is to make its step 01: step 02: step 03: To maximise the opportunities of digital, it is users identifiable. data data data necessary to move from a broadcast model, collection processing activation By understanding their own level of data where a reach figure for an anonymised maturity, radio publishers can develop a strategy audience is sufficient for ad sales, to matchable Normalisation, Data origin (source) for increasing the sophistication of their data audiences. The following capabilities can be transformation and storage Actionability and lifecycle. The IAB’s paper Data Maturity Model: identified as a way to move a radio publisher to Update frequency and usage rights periodicity Segmentation, Digital Advertising1 identifies the stages of the a higher level of data maturity: Partner ecosystem Methods of collection data analysis and data lifecycle and helps publishers evaluate interpretation • To collect a basic set of machine-generated their own maturity ranking within each stage. and behavioural data – cookies, mobile ad The IAB defines the three stages given in figure IDs, active sessions, web statistics, geo 2, alongside the cross-cutting dimension of position, etc., and to use third party tracking organisational readiness, which applies to all Organisational tools; readiness stages. • To be able to create user accounts and store This guide serves as a useful framework within Culture and process them properly and safely, with an easy login which to level up to more advanced maturity Structure and expertise functionality; levels, at the highest of which a publisher is defined as having a company culture that • To be able to find ways to incentivise people Source: Adapted from IAB Data Maturity Model: Digital Advertising. (July 2016) embraces data, a focus on ongoing optimisation to log in on all platforms; and technology processes as well as exploring insertion, programmatic marketing, product unduplicated reach, frequency capping, basic new arenas. • To collect extra information about these users improvement and personalisation of the targeting and audience segmentation, dynamic from the multiple touchpoints identified In the case of radio, it may be observed that user experience, media brand marketing and and/or sequential creative as well as ad tracking above, including offline data sources, many European broadcasters have a fairly low loyalty retention. to inform further attribution and ROI analysis. second and third-party data partnerships, level of data maturity, lacking an overarching social media, DMP, data aggregators, media Turning an audience into identifiable and This is the minimum standard of data expected data strategy and instead taking a fragmented agencies and/or clients; matchable listeners by aggregating and of a premium publisher in digital, and such data- approach to data collection, storage and activating user and device identifiers, such as infused inventory can achieve a higher price. activation and a prevailing focus on short-term • To activate and commercialise data through cookies and mobile ad IDs, allows radio publishers objectives and solutions. While much variation the use of impression-level targeting to – as a minimum – provide advertisers with exists between radio companies, a typical case and audience segments, dynamic ad

Page 8 © Copyright egta 2017. All rights reserved. Page 9 // Data maturity Level 2 // Targeting // Indicative value of levels for radio At this second stage of maturity, a radio opportunities opened inventory based on publishers: publisher collects and uses at least the bare by data maturity data maturity a taxonomy minimum of machine-generated data available from its websites, streams and mobile apps, The data available to radio publishers increases Figure 3 illustrates the estimated CPM values The following classifications show the typical including cookies, mobile advertising IDs and in value for advertising targeting as follows: that can be achieved for online audio in the US geolocation data. market. data characteristics of radio publishers as they • Machine-generated data (cookies, IP move from a lower level of maturity to higher. Compared to more complex user registration addresses, mobile advertising IDs, log files); This example clearly demonstrates that for any Any decision to invest in the infrastructure and systems, the collection of cookies, IP addresses, given reach of online audio, the ROI of data- • Declared data (age, gender, geographical technology required for greater data maturity mobile advertising IDs and data about website infused inventory increases significantly, both location, email address); should be a business decision based on the visits and audio sessions does not require any for the buyer and the seller. expected ROI of such development. particularly advanced additional tech stack. • Behavioural data (interests, point-of-sale Therefore, the more radio publishers start to Publishers can aggregate and analyse data Level 1 data, views, sessions, content preferences, discover and deploy solutions to move their from their digital assets using tools such as search, etc.). businesses to the next level of data maturity, At level 1, a radio publisher is either not collecting Google Analytics or its alternatives and collect the more value they will be able to extract from any data on its listeners beyond the market data from their mobile apps and players using The correct stewardship of the above forms of their digital assets and audiences. Radio Audience Measurement (RAM) data or APIs. Essentially, simply following the latest data allows publishers to create cross-device log files to estimate the reach of its online and most widely recognised industry standards, and cross-platform user IDs and to match them // Designing an streams. These streams may be delivered using against available second and third-party data, such as the IAB’s various guidelines and DAAST appropriate data audio players that are not up to current digital protocol, and using compatible ad serving and creating unique and highly valuable audience technical standards, which limits the collection streaming technologies is enough to enable segments for marketers, and to integrate its project architecture of information that could be used to create and audience segmentation and simple targeting own audience offer within wider audience A critical first stage in any strategy to add value to audio inventory. and to potentially match these data with third- segments for programmatic buying. develop greater data maturity starts with a party within a DMP for more granular targeting. A key challenge from a monetisation perspective To leverage data beyond that available comprehensive analysis of the data systems, is that online audio inventory of this type Level 3 from a publisher’s own machine-generated touchpoints and technologies currently in place. usually has smaller scale and is therefore more sources requires a more complex technology Such an overarching data taxonomy allows to In addition to machine-generated data, human- often used by advertisers for direct response infrastructure, often managed by a DMP, as identify opportunities and acts as a basis on generated declared data plays a very important campaigns rather than to build reach or to add well as a sophisticated strategic and operational which to identify the business and technology an incremental reach to FM radio campaign. role in digital marketing. As soon as a user agrees approach within the organisation. However, it’s important to note that along to register and/or share some information about with growing online radio consumption across themselves, the value of each contact increases figure 03: the majority of European radio markets, usage significantly, because this is the bedrock of of online audio for boosting/adding reach to user ID matching and attribution analysis. This Estimated audio inventory CPM FM radio has become more common practice. in turn allows the publisher to deliver a better Inventory that has poor, non-matchable data is user experience and better marketing services of little value to the typical digital buyer when to advertisers. Richness of data behind the impression Average CPM (US) compared to the richness of data that most “Dumb” impression (reach from log files) $2-4 digital publishers can offer, let alone from giants Basic machine-generated data such as Google, Facebook and – on the audio $4-8 side – Pandora or Spotify. (cookies, mobile ad Ids, geolocation) Registration data (age, gender, geolocation) $8-12 Retargeted impression $12+

Page 10 © Copyright egta 2017. All rights reserved. Page 11 processes required to build a new architecture. 3. What kind of data will you need 7. What data activation techno- CHAPTER 03: to create unique user IDs? logy will you need to make this Radio publishers at the lower levels of maturity Recommendations for data actionable – to impact identified above typically have outdated data • Registrations, cookies, mobile advertising on product management and setups, in which different data sets are unable IDs, IP addresses, geolocation data, emails, radio publishers to advertising? to talk to each other and be activated. The achieve greater data messages, comments, social media, key challenge is therefore to integrate these socio-demographic data, tastes, content 8. What skills and personnel will fragmented data sets so that users can be maturity, maximise preferences, listening habits, etc. be required? identified across platforms and made targetable for DSPs and ad servers. inventory value 4. What kind of data sources • For the data project design and do you already have; what implementation; The following step-by-step guide may be used Hiring an in-house data scientist to design additional data sources could when considering the process of designing and • For ongoing management of data within the a new data architecture is unlikely to make you leverage? financial sense for most radio companies, and it building a new data infrastructure. It is important organisation. is therefore more common to take advice from to ensure a smooth flow of data at each stage of • First-party data from media touchpoints: a specialised agency at this stage. However, the data lifecycle: Capture, Integrate, Organise, registration, website, mobile apps, audio it is important to have in place a project Analyse and Act. player, video player, competitions, email and newsletters, social media presence manager with solid business and technology 1. Start with the end objective – and interactions, call centre, events, understanding from the early stages of the how will you use data? process. The following roles are essential within subscriptions, uploads, product sales, etc; the data project team: • Product development: programming, music • Online and offline third-party data: data and content management, personalisation, • Data expert/project lead – to outline data brokers, external DMPs, audience research, audience measurement and insights, etc. architecture, including sources, data capture audience measurement, etc; tools, processing and analytics, necessary in- • Marketing: retaining existing audience, • Second-party data through partnerships house tech stack and outsources; acquiring new listeners, promoting brands with other publishers, advertisers and media and products such as mobile apps, events, • Business leads in respective areas (product, agencies. cross-brand initiatives, etc. marketing and advertising) – those who will 5. What integration architecture represent the final users of the data and can • Advertising: targeting, retargeting, brand will you need to resolve set up a relevant list of requirements to the activations, direct marketing, second-party multiple IDs collected from data system from the business perspective data partnerships, attribution, feedback loop, different sources in order to based on the needs of their departments/ ROI studies, etc. create unique user IDs? roles within the organisation; 2. What steps do you need to 6. What adtech/martech and • Product management – the people who take in order to ensure data infrastructure will you need currently develop and maintain the radio security and compliance? to achieve the project’s publisher’s digital assets (websites and apps, • Compliance with existing data protection objectives? in most cases) in order to smoothly integrate legislation. data in and out processes as well as data • Taking into account: performance, availability, activation tools (CMS, personalisation, • Compliance with the General Data Protection scalability, reliability, cost. advertising, communications, etc.). Regulation set to come into force in May 2018.

Page 12 © Copyright egta 2017. All rights reserved. Page 13 The data may take the form of email addresses, share some common marketing objectives. The or algorithmic inferences, for instance by CHAPTER 04: purchase history held in a CRM platform or it data exchange may take place through a Data understanding a user’s pattern of site visits or The data ecosystem for may be defined from behaviour patterns across Management Platform (DMP) or elsewhere, and by more complex mathematical modelling of the publisher or advertiser’s own site, including it may be negotiated on a simple transactional personality scoring3. radio publishers an audio player or mobile app. basis or under a more complex commercial deal. // Interest vs. intent // Classifying data First-party data is very valuable, as for the most One of the most useful sources of second- data available for radio part it is unique and accurate. The owner of the party data for radio publishers is that which publishers data may use it solely for their own purposes can be collected using social login. When users Interest data is information about what the user (increasing the value of their advertising register for access to a site using their social is interested in, and it may be collected by the Data, audiences and analytics may be described inventory in the case of a publisher or improving media profile, the publisher can – with the type of content that individual consumes. It and classified according to a number of criteria, the effectiveness of their campaign in the case user’s agreement – access certain information can be used to target display advertising, for including the source of the data, whether data is of an advertiser), or they may choose to make about them. The publisher can use this data, example. voluntarily given or inferred, whether it describes this data available to others under a negotiated but it remains the property of the social media Intent data derives from a user’s behaviour interests or intent and whether it serves to deal of one form or another. network in question. that suggests they have an intention to, for describe or predicts behaviour. The following Second-party data Third-party data example, buy a particular product or service. section defines some of these characteristics. Second-party data can be described as Third-party data is aggregated and packaged This may be through searching for particular // Classification someone else’s first-party data. It has similar information that is available for licence. In terms, comparing products or adding items to a based on ownership: advantages, in that it is unique information the online environment, third-party data is shopping cart. This type of data is used in search about consumers, but it can add greater scale typically provided by DMPs or data aggregators, engine marketing and may also be useful for first, second and 4 than first-party data on its own, as well as the and these organisations do not have a direct retargeting . third-party data accuracy that is typically lacking from third- relationship with the customer or user about // Descriptive vs. party data. Under an agreement between the whom the information is being collected. Third- Data can be classified as first-party (publisher two parties, an advertiser and a publisher can, party data is widely available on the open predictive vs. or advertiser)2, second-party and third-party, for example, match their own data sets in order market, and while it is therefore not unique, it prescriptive analytics and each offers different benefits within the to identify attributes about their users that offers scale and targeting capabilities. advertising ecosystem. The determining feature Descriptive analytics they did not know before. This can be used seeks to provide answers to is the relationship between the data collector for better advertising targeting, for content // Declared vs. the question: “what has happened?” Raw data is and the individual about whom the information personalisation or potentially as a source of inferred data analysed in order to gain insights into the past, is being collected, which has implications for the revenue in the exchange of data itself. and in marketing this can be used to understand value of the data and the uses to which it can Declared data is personal or specific information attributes about a particular audience segment be put. Second-party data is a relatively recent that someone voluntarily shares. Examples and make inferences about how to target them phenomenon, and it is especially interesting as First-party data include name, email addresses, age, gender, with advertising. it requires actors in the advertising ecosystem geographical or other information collected Predictive analytics addresses the question: A “first party” is an entity that collects to develop new strategic partnerships, which when a listener enters a radio station “what could happen?” This may be used, for information from or about users and is the can be very valuable in competitive marketing competition, signs up for a newsletter or creates example, to predict the future behaviour of owner or controller of the website or service strategies. Second-party data is not usually a user profile to log in to a publisher’s websites. It 3 particular groups of people or for finding new with which the user interacts directly . This commoditised, unlike third-party data, and it is generally considered to be of very high quality, sales prospects. data includes any information that the publisher offers both audience extension and targeting. as it is provided by the user directly, although or advertiser has collected through a direct The data sharing may be negotiated between it is not immune to deliberate or accidental Prescriptive analytics is used to offer advice on relationship with a consumer, for instance a two or more publishers, between a publisher inaccuracies. “what should we do?” These techniques are listener who enters a radio station competition and an advertiser, or between two or more relatively complex to administer, mainly relevant Inferred data segments are based on qualitative or a logged-in listener to its online audio steams. advertisers, providing the actors involved to large organisations, and they leverage

1st party data 2nd party data 3rd party data Login/SSO CRM Audience interactivity Media owner/advertiser RAM/IAM Social media partnerships Data aggregators Online audio/video Other digital return-path Social login Consumer panels Contests and polls (DMP) (DMP) E-commerce Events

radio broadcaster / sales house

content audio advertising inventory Broadcast Online Broadcast Online

» One-to-many delivery » Traditional age, gender, socio- » Programming responsive to economic demo and geo- listener call-ins, SMS or online targeted sales voting » Programmatic radio Linear live (simulcast) « Simulcast of broadcast spots « Radio brand extensions « Pre-roll audio or video « Pop-up radios « Ad substitution « Dynamic creative « Programmatic audio « Retargeted audio « Interactive audio «

Website articles Newsletters and contests customer contacts Events and concerts Apps Social media

Page 16 figure 05: Types of data that may be collected and used Types of targeting that can be applied to for audience segmentation advertising campaigns

Data classification Examples Type of targeting Examples Age Demographic Gender Geographic Marital status Behavioural Demographic/Socio-economic Income level/social grade Contextual Targeting Home ownership status Time-based Profession Semantic Education level Emotional Spending habits Lookalike Values Site Psychographic Interests Search Retargeting Personality traits Creative Political preference Keyword Website visits Video or audio streams optimisation and simulation algorithms to outs, competitions, polls and even e-commerce Advertising interactions predict the outcomes of ranges of possible sales. Each such forms of interaction are valuable Behavioural Web searches courses of action and their likely outcomes5. sources of first-party data, as well as allowing Brick and mortar visits (e.g. shops, showrooms) for behavioural analysis of the audience. Purchases (online or offline) // Sources of data and Radio publishers now have a variety of digital Interest (inferred from behaviour) data collection tools touchpoints, such as station websites, apps, Current location Depending on their digital and non-digital mini-sites for specific activations and social Places visited in the past Geographic assets, marketing and programming activities media, which serve to both increase listener Routes routinely travelled and the sophistication of their technology interaction and to facilitate the collection of Planned trips infrastructures, radio publishers can extract useful data. These platforms may also be used Content metadata (descriptive information) data on their audiences (and in some cases link to increase the motivation for listeners to share Keywords their data, for example to receive newsletters, Contextual to the audiences of other media platforms) from Time of delivery/access a range of online and offline sources. special offers, invitations to concerts and events, Operating system or device platform to enter competitions, to participate in music Listener engagement, tests and listener advisory boards, to engage in Source: egta - Automated & Programmatic Marketing (May 2015) competitions, marketing and stations’ social media communities and fan clubs events or to receive a personalised listening experience. Radio has always been one of the most In the case of personalisation, this may include a interactive and engaging media, complementing reduced ad load with more relevant commercial the one-to-many nature of broadcasting with messages offered in exchange for the listener’s the one-to-one connection of phone-ins, shout- basic demographic information, for example.

Page 18 © Copyright egta 2017. All rights reserved. Page 19 In less sophisticated data setups, this status of users, this allows the generation and/ Disadvantages: only accessible to publishers platform with the largest number of users, this information is typically stored and managed or collection of the following (non-exhaustive) that own a portfolio of suitable assets; data can be accessed by the radio publisher using CRM databases and email services. types of data: registration data; email addresses; requires more sophisticated data processing and used for targeted advertising and building These systems require maintenance, including mobile advertising IDs (Apple’s IDFA, Google’s and technology. audience segments. However, when sharing the cleaning of data sets and, if applicable, Advertising ID, Facebook App User ID); geo- data with app developers – in this case the At the outset of designing a new data ecosystem integration within the publisher’s wider data positioning; type of OS and device; activity time radio publisher – Facebook insists that the that includes user registration, it is necessary to ecosystem. and usage patterns. primary focus should be on improving the user decide which of the available options to choose: experience6. Specialised engagement tools and competition Registration tools to develop an in-house solution, use a Platform engines are now available on the market to as a service (PaaS), Software as a service (SaaS) Figure 6 shows the fields that a publisher can Self-registration is a cornerstone of user help radio publishers activate their audiences or Infrastructure as a service (IaaS). Registration request access to. identification, and therefore a registration tool and collect additional first-party data, which is relatively complex and expensive to develop, is a critical component of any login-based data Third-party data providers can then be used in marketing or advertising and small to mid-sized publishers tend to ecosystem. Different approaches to registration (data brokers) activations. use registration tool services from companies mechanisms can be taken, and in many cases such as Gigya or Janrain. However, beyond a A number of companies collect information Web analytics the registration tool will allow all of the following certain threshold of unique users, especially about consumers that can be used by media as options: This is one of the longest established areas in cases where the publisher is leveraging buyers in targeted advertising campaigns. Data of online data collection and analytics. Using • Creation of a new account specifically for the numerous assets, it may be more cost effective is not typically bought, in that no change of web analytics tools, such as Google Analytics publisher in question. in the long term to develop a solution in-house, ownership takes place, but rather licenced for a and others, it is possible to extract information Advantages: publisher retains control and even accounting for the additional length of particular use. The major players in this industry from cookies, server logs and tags (including ownership of all first-party data. development time this requires. include Acxiom, Datalogix, Epsilon and Experian, third-party and social network tags). This can Disadvantages: burden on user to create and these large firms sit in a fragmented market Social login data then be used to analyse the size of an audience a separate new account and remember estimated by the consultancy firm Gartner to and its dynamics, sources of referral traffic, the the login details; possibility for fake email While a key advantage of social login for users include up to 5,000 data brokers worldwide. effectiveness of audience acquisition campaigns, addresses and/or false age and demographic is simplicity, with no need to remember yet Recent years have seen some convergence user profiles and so on, as well as to connect information. another account name and password, a major between data providers and data technology with user IDs created from other sources. benefit for publishers is access to rich, verified • Social login, in which a social media account is firms: for example, in 2014, Acxiom acquired Web analytics data may also be enriched with and constantly updated insights about the used as the registration. the data onboarding provider LiveRamp, and third-party tracking data to match a publisher’s individuals that visit its digital platforms. For Advantages: easy to manage for the user; Datalogix was acquired by Oracle, a matter of visitors with wider audiences. example, a radio publisher that deploys a social verified, accurate, granular and advanced months after the company bought the DMP login may be able to identify not only the age, Examples of interactions that may be tracked data set from social network. BlueKai. gender and location of its users, but also on a radio company’s digital platforms include Disadvantages: reliance on second or third- information about their tastes in music based DMPs, such as Lotame, also act as data market launching an audio player, watching a video, party data; if user deactivates social account, on their interaction with content on the social places, allowing companies to exchange their filling in a form, reading news or other content, publisher also loses access to this data. media platform, on condition that the publisher own first-party data sets, enabling them to buying concert tickets or merchandising, • Single sign-on (SSO), a solution that allows has requested access to this data and the leverage the benefits of second-party data. downloading a podcast from an archive, to use a single registration to log in once to user has consented during the login process. subscribing to a newsletter, etc. access a number of connected apps and plat- Effectively, this is an automated ability for the Mobile apps and proprietary forms (for example, a single Google registra- publisher to take a look at the logged in user’s player data collection tion allows access to YouTube, Google Docs, entire history on Facebook, for example, see Chrome, Gmail and other Google products). which musicians, bands and artists they have Mobile applications and proprietary players Advantages: publisher can acquire data liked, or the locations they have been tagged in. represent another important source of first- across a range of different touchpoints; easy party data. Depending on settings and the opt-in Taking the case of Facebook, as the social media access for the user.

Page 20 © Copyright egta 2017. All rights reserved. Page 21 warehouse using a trio of processes called ETL figure 06: CHAPTER 05: (Extract, Transform, Load). This ensures that Permissions Reference - Facebook Login Technologies and data is properly formatted and normalised. The three processes are commonly carried out in processes parallel.

public_profile user_tagged_places // Data storage, • Extract: data is collected from sources, user_friends user_videos processing and validated and stored in a temporary database. email user_website activation • Transform: data is processed to ensure all user_about_me user_work_history data conforms to common formats. user_actions.books read_custom_friendlists There are several technologies that can user_actions.fitness read_insights be used to collect, organise, store and use • Load: the transformed data is moved into the user_actions.music read_audience_network_insights data, and in many cases there is a degree of permanent, target database. user_actions.news read_page_mailboxes overlap in functionality depending on a given user_actions.video manage_pages provider’s offer. The following section looks // The Data user_actions:{app_namespace} publish_pages at these processes through the lens of the Management Platform user_birthday publish_actions Data Management Platform, but they are not user_education_history rsvp_event all exclusively carried out by that particular The Data Management Platform (DMP) is a user_events pages_show_list component of the adtech stack. component of digital marketing that can be user_games_activity pages_manage_cta used by publishers and advertisers. It has been It is important that a radio publisher considers user_hometown pages_manage_instant_articles described by [x+1], a pioneering DMP, as follows: its own specific data environment and objectives user_likes ads_read when assessing the capabilities of technology A DMP “… provides the requisite, yet somewhat user_location ads_management providers; neat labels are increasingly difficult to unnoticed, function of data collection, user_managed_groups business_management apply to solutions on the markets as companies translation, classification, indexing and storage. user_photos pages_messaging build out and increase the sophistication of their It’s the ‘plumbing’ part of data-driven marketing user_posts pages_messaging_subscriptions offers. online.” user_relationships pages_messaging_payments user_relationship_details pages_messaging_phone_number // The data warehouse One way to understand the role of a DMP is to user_religion_politics consider its four main functions9:

A data warehouse allows an organisation 1. Import data from users and other data public_profile to aggregate data from multiple sources so • id • link sources; that it can be analysed and used to improve • cover • gender business intelligence. A data warehouse 2. Group data into segments (audiences), which • name • locale typically handles incoming information at the share common attributes; • first_name • picture enterprise level, in contrast with the data mart, • last_name • timezone 3. Send instructions to place ads, usually via which is typically oriented to a specific business • age_range • updated_time a Demand Side Platform (DSP). This is a line or department (sales, marketing, finance, • verified combination of who to target, with what etc.)8. Data warehouses may be built in-house, message and (in some cases) on what however there are a number of companies that channel or device; Source: Facebook for Developers/Docs/Facebook Login offer the compatibility to analyse large data sets, some of the best known being Amazon RedShift, 4. Measure the impact and improve the Vertica (Hewlett-Packard), and Teradata. instructions.

Data is moved from its source into a data In digital marketing, the DMP is used to

Page 22 © Copyright egta 2017. All rights reserved. Page 23 collect, store and analyse data, generating LiveRamp, explains its service as resolving audience segments that can be used to deliver identity between offline CRM data and digital figure 07: targeted advertising to users. It is a smart data devices, but also integrating data from any con- data management platforms warehouse that can unify diverse data sets, sumer touchpoint that any stakeholder in the aggregating information from a publisher’s ecosystem might have. This allows a richer un- online, offline and mobile channels, organising derstanding of the consumer to be developed11: use cases it and making it actionable. The DMP can also 1. Unifying everything a company knows be used to connect to third-party data sets or about its users (resolving all first-party data Targeted even to trade data between organisations in a Audience together). This requires identity resolution; Segmentation Display Ads second-party data relationship (see figure 7 for a simplified illustration). 2. Augmenting that understanding with what other organisations know about those users // Data collection (bringing in second and third-party data from E-mail different data owners); external campaigns A DMP can collect data in three ways. It can source/users receive data that is sent to it by the publisher 3. Activating against that data, using it to create (onboarding, see below), it can collect audiences and segments, reach users on Internal information from a publisher’s digital properties whichever touchpoint is going to be most data source Web using data collection tags, and it can use APIs to appropriate for them; data Analytics collect server-to-server data. Web E-mail servers DB management 4. Taking the interaction data from users’ A publisher adds collection tags to its website platform engagements and using it to develop a better to collect information about what visitors are understanding of that customer. Social doing and how often. Activity tags track the CRMs Platforms things users do on the site, while media tags This process has become much quicker in recent are used to track media impressions and clicks. years; a process that could take days or even Activity within the mobile environments of iOS weeks can now be done in as little as an hour by Attributes describe what is known about these steadily increasing. and Android is tracked using mobile SDKs, which some providers. users, and these may be binary in form (male/ enter code into the app itself and deliver data to The dominant tracking vehicle of the desktop, female), categorical (high income/medium the DMP. // Storage and the cookie, is unreliable in the mobile web and income/low income), or they may represent a organisation: IDs and ineffective in the app environment, as in-app narrow range of values (0 = aged <18, 1 = 19- // Onboarding cookies cannot be shared between apps. To attributes 25, etc.)9. overcome this limitation, two methods have This is the process through which offline A DMP uses IDs and attributes to identify been developed to track users across devices – data is transferred to the digital realm10, // Cross-device information about people and categorise deterministic and probabilistic matching. and it offers a way to connect data between identity them as distinct user profiles that can then be different silos. Customer records, for example Deterministic matching creates a cross-device activated. These categories are also known as With the rapid increase in smartphone and from a publisher’s CRM system, are uploaded, linkage when a user is logged onto the same data taxonomies. IDs may, for example, take the tablet adoption, new technologies have been anonymised (PII removed in a process known service via a website on one device, for example, form of customer IDs, platform IDs, device IDs developed to identify users as they move as hashing) and matched to online devices and and an app on another. This use of personally or DMP IDs, each of which usually represents an between desktop and mobile environments. digital IDs. Data segments can then be activated identifiable information (PII) to make a match individual user. As one user may have many IDs, As the Internet of Things (IoT), wearables for use in marketing applications and media between devices is largely the preserve of the DMP requires a key to map one ID to another and connected TVs start to emerge as more platforms. companies with large, logged in user bases and develop a coherent record associated with significant platforms, the number of devices across desktop and mobile assets, such as One of the leading onboarding providers, each individual. from which a user’s data may be derived is Facebook, Twitter, Google and Apple. There

Page 24 © Copyright egta 2017. All rights reserved. Page 25 are questions about the privacy issues related example activity on their website or some other // Targeting and // Delivering a to this type of tracking, as well as the walled forms of engagement. Third-party attributes are retargeting based on personalised garden nature of the Internet giants’ data data acquired from data vendors, and could for universes. Deterministic data sets are likely to example be a list of anonymised users that have second-party data experience have higher accuracy than probabilistic sets, but recently visited a particular type of website. partnerships The DMP can be used to make decisions about it is much harder to achieve scale, and therefore A targeted campaign will also include other what content should be delivered to a particular advertising reach. Even Google and Facebook Extending the example above, if a radio publisher parameters, such as blacklisting certain user, based on the same principles as for only count a percentage of the online population were to approach a car maker offering to enter websites, budget, objectives and so on, as well targeted advertising. This may be content on a among its identifiable users, and in many into a second-party data partnership, further as pre-determined criteria for measuring the website or app, or it may be used to trigger other cases people only log in to a service on one of targeting opportunities would become available. campaign’s success. Success may be measured forms of communication such as mobile SMS their devices, making a deterministic match By using a DMP to match users, the radio by Click-Through Rate (CTR), site landings or messages or emails. impossible. publisher could identify and target audio spots interaction, or whether a user has converted and to people already known to the car maker, for Content personalisation and recommendation Probabilistic cross-device matching relies on purchased something. instance customers and others appearing in its can be used to ensure a publishers’ visitors are statistical modelling to create likely matches CRM system. Alternatively, the publisher could presented with content that is more likely to fit between devices, based on pseudonymous // Targeting based on re-target audio spots to any user on whom the their interests, based on the profiles developed data points that arise from device usage. This third-party data car maker has first-party data, such as people by the DMP. observation data may include IP addresses, who had previously been served a display or For a radio publisher with a relatively limited GPS data, browser cookies, mobile IDs, Wi-Fi video ad for that brand. Furthermore, the car // Buying and selling number and variety of digital assets, it is possible networks accessed, operating system, time of maker could use the publisher’s first-party data to use a DMP to licence third-party data in order inventory: SSP and day, and many other things beside. By avoiding to retarget any form of digital advertising to to build audience profiles for targeting and then DSP PII, or in some cases using smaller, core PII data users that had been previously exposed to an sets that be modelled to create larger audiences, to deliver campaigns against this data. In the audio campaign on that publisher’s online radio While the DMP plays a critical role in ingesting, probabilistic offers scale. It is also potentially absence of rich first-party registration data, and station. sorting and activating data, it requires less problematic from a privacy perspective, as where the publisher is only collecting cookies connectivity to other marketing technologies the device matching occurs without the user from their websites, connection to a DMP is // Lookalike to turn data into actions. Some DMPs remain ever being identified from PII12. required to have access to third-party cookies audiences and to widen the targeting opportunities. as standalone platforms, and the companies that offer them promote the benefits of such // Audiences The DMP can leverage third-party data and One drawback of the use of third-party data is an arrangement, while others have integrated algorithmic modelling to build audience (segments) and that its quality may be low; it may not be up- DSP capabilities or vice-versa. The distinct roles extensions (also described as audience targeting to-date and it may not be fully relevant. For of ad networks and SSPs have also become expansion). An advertiser, for example, may use example, third-party data might be used to blurred, and some providers offer solutions for Within the DMP, an audience is a group of lookalike audiences to identify people that share target a campaign for a car maker to people both publishers and advertisers. Adform and users that share a common set of attributes. similar characteristics or behaviour patterns by ‘auto’ attribute; however, this audience AppNexus, for example, each feature SSP and Belonging to that audience determines what with its best customers and target their could include people who are interested in F1 DSP technologies. Along with DMPs, DSPs and actions will be taken with respect of that user: advertising messages to them, as they have a racing, for example, which is not the equivalent SSPs perform the core functions of automated delivering targeted advertising; personalising higher probability of conversion. of a ‘people in market for a car’ segment. This advertising buying and selling, a central tenet of websites and other digital assets; sharing with reduced relevance will lead to a drop in the The leading DMPs in the field use machine programmatic marketing. other systems (syndication). performance of the targeting, and first-party learning – a form of artificial intelligence – to DSPs are used by agencies and advertisers to The attributes used for a targeted advertising data is therefore very important and valuable. create new lookalike audience segments that buy digital inventory across search, display, campaign may be first-party or third-party. can be continuously refined and updated as the video, and audio either on desktop or mobile First-party attributes are based on the data sets grow13. devices (or both). A DSP may be a standalone publisher’s own data about its users, for product or integrated within a provider’s wider

Page 26 © Copyright egta 2017. All rights reserved. Page 27 To mitigate this limitation, the radio publisher technology offer, and it may offer access to high quality context, scarcity, reduced clutter A strategy to enrich could engage its audience with an online quiz several ad networks on an impartial basis or to and immunity to ad blocking, advertisers may a radio publisher’s or game on a holiday or travel theme, publish just one major network, for example those of not yet be prioritising programmatic audio in relevant articles on its website or social media Yahoo! or Google. In programmatic advertising, their paid media mix14. While digital audio can first-party data for feeds to track reactions, etc. The key is to trigger the DSP makes decisions on what impressions be measured effectively, at least in terms of better interest-based users to express their interest in the topic of to buy on an automated basis according to the delivery, attribution – and therefore actual travel in one way or another. Such forms of advertiser’s pre-set requirements, and this impact on an advertiser’s tangible KPIs – is audience segmentation engagement will enrich the radio publisher’s first automation extends to pricing in the case of considerably harder. For example, the click- party data with additional attributes relevant to RTB. through rate (CTR), which has long been a the advertisers’ requests for specific targeted fundamental metric in digital advertising, is If the principle objective of the DSP is to allow For a DMP to discover a user and include advertising campaigns. If a user interacts with largely irrelevant in audio advertising. advertisers to buy the impressions that best them within an audience segment based on a this content, it can be inferred that they are fit their requirements with the greatest cost Spotify announced a notable advance in mid- particular interest, that user needs to have a more likely than not interested in travel, in which efficiency, the SSP is designed to make a 2016 that opens the door to dynamic pricing relevant attribute according to whatever rules case they can be labelled in such a way that publisher’s inventory accessible to buyers and to in digital audio. Spotify is working with Rubicon the DMP has set when building the segment. A they will be identified and included in the DMP’s maximise the value that can be extracted from Project, The Trade Desk and AppNexus to make challenge for radio publishers is that they may ‘travellers’ segment. this inventory. An SSP connects a publisher’s its mobile advertising inventory available for have limited interest-based information about Strategically, the radio publisher can identify inventory to ad networks, ad exchanges and buyers to bid on, alongside display and video many of the users in their first-party data set, the most demanded audience segments and DSPs, and the publisher can set rules such as inventory, leveraging Spotify’s first-party data15. particularly when relying mainly or entirely purposefully carry out similar activities across price floors and determine which advertisers can Advertisers can also layer on their own data. on pseudonymous, machine-generated data a range of different subjects. As a result, the buy their inventory. delivered from their ad server. publisher will – over time – enrich its first-party // Measurement However, the publisher can enrich this data by audience data significantly and increase both // Dynamic pricing in In a 2015 report, the IAB noted digital audio’s engaging its audience and effectively getting to the size and volumes of the targetable audience digital audio inherent strengths from a measurement know its users better. This can in turn make a segments and its yield. Users that interacted perspective16. Unlike broadcast radio, which greater proportion of the publisher’s audience with a quiz about new models of car could then Digital audio is starting to make its way into the relies on estimates based on representative identifiable by the DMP when an advertiser be eligible for an ‘auto’ segment; people that programmatic space, largely spearheaded by samples to measure reach and demographics is looking to target a specific group of people played an online game on the radio station’s the leading radio broadcasters and online audio within the wider population, every digital audio based on their interests. website about baby names would be labelled for publishers. As the capabilities of automated trading start to become established methods stream and advertising impression can be For example, a travel agency wants to target a ‘new parent’ segment and so on. of transacting digital audio inventory, and more measured and verified by third-party tracking people who are interested in going on holiday. In This is a more strategic and proactive approach sophisticated data architectures open more services. Standardisation in both the delivery and order to qualify for this ‘travellers’ segment, only to audience segmentation than simply mapping advanced targeting opportunities, so have the the measurement of digital audio advertising users that the DMP can infer have a relevant a publisher’s audience against someone possibilities of dynamic pricing followed – at has also been improved by the development interest, for instance through declared data or else’s segments, and it can be used to make a least in theory. of the IAB’s Digital Audio Ad Serving Template data based on their browsing behaviour, will publisher’s audio inventory more targetable, and (DAAST), through which ads can be tracked and be included. Unlike newspaper or magazine therefore more valuable, without reliance on However, the first moves into programmatic data sent to the ad vendor as well as any other publishers, which put out large amounts third-party data enrichment alone. audio have largely seen the use of private parties specified. of content that can easily be analysed to market places and direct deals, with fixed Triton Digital’s Webcast Metrics provides understand what each user is interested in, the pricing for inventory. The reluctance to embrace market-level reporting on digital audio output of radio publishers is rarely differentiated dynamic pricing models, as typified by RTB, audiences in the US, using log files from to such an extent, making it more difficult to may be explained by a perception gap between participating publishers and its proprietary API, apply interest-based attributes to each of its audio buyers and sellers: while audio publishers which allows online audio usage on any type users through its normal audio programming. view their inventory as premium, based on its of Internet-enabled device to be monitored. In

Page 28 © Copyright egta 2017. All rights reserved. Page 29 for Burberry, in which a perfume bottle appears with corresponding popular male magazines with the viewers initials as a monogram17, and showcased, while a second almost identical Coca-Cola, where the viewers of its ‘Share a script had a male voice saying “Not sure what Coke’ video spots saw a bottle with their own to get her for Christmas?” with popular female names on the labels18, and the same principle magazines. can now be applied to audio advertising. “This was the first campaign I created using A new start-up called A Million Ads has data to dictate the creative just before I joined developed a platform that can harness data A Million Ads. It wasn’t dynamic but the success to dynamically personalise different elements in response rates convinced me this was the Personalising the within an audio spot, based on information future” notes Sam. about the user themselves (name, age, gender, message: data-driven At a more sophisticated level, DMP data can be language, device type), environmental data (day, used to deliver different creative to particular dynamic creative and time, location, weather, message sequence), audiences based on interest, such as to ‘Music publisher and advertiser data (deals, offers, personalisation by A lover’, ‘Fashionista’ or ‘Car driver’ segments. dynamic prices, odds, behaviour, user segments) It can also ensure the ad’s music bed genre or Million Ads or by overlaying third party data (traffic, UV and tempo fits the listening habits of the listener pollen levels, events). to help build affinity towards a brand. Cross “In many ways, our technology is simply referencing if someone is already a customer Data can be deployed to unlock the true enabling advertisers to communicate the way of a service or not to determine if a sales or potential of advertising not only by delivering humans do instinctively,” Sam Crowther Head of loyalty message is delivered, would also benefit the right message to the right person in the right Creative Development at A Million Ads explains advertisers. place and at the right time, but also to tailor the to egta. “We reference relevant information in message specifically to each user or audience A recent survey of UK radio listeners found that every conversation we’ve ever had, so it makes segment. personalisation makes audio ads significantly sense for brands to do the same.” more effective and engaging. A campaign for The concept of dynamically changing the content At a relatively simple level, the creative can a high-street retail brand was 52% up in recall of advertising messages in real-time has been be tailored to the time and day of the week: and 49% up in engagement for personalised a widely-used technique in digital display “Good morning, how’s your Tuesday going?” or over non-personalised versions of the spot, advertising for some years. Perhaps the most “Good afternoon, how’s your Thursday going?” suggesting that – given the right data – audio common use is the personalised retargeting Listeners’ location data was used in the first publishers now have a powerful new tool to take that is used by e-commerce sites, travel and dynamic creative campaign for The National to their clients. hotel booking sites and others to remind visitors Lottery in the UK. A Millions Ads enables the about products they have searched for or looked message to thank people for playing and at a later time or on another device. This form referenced the number of good causes that of advertising is typically used by marketers to had been supported in their city, region and/or reach consumers with a high intent to purchase nationally. Where the user’s gender is known, specific products and increase the probability of this can be used to tailor the message for female conversion. and male listeners respectively: Dynamic creative in video advertising is a more A campaign run on Bauer Media’s InStream recent phenomenon, one that works particularly service for the magazine subscription service well for publishers that are delivering content Readly involved a female voiceover saying to registered users. The UK’s Channel 4, for “Not sure what to get him for Christmas?” example, has delivered personalised campaigns

Page 30 © Copyright egta 2017. All rights reserved. Page 31 Germany, Goldmedia’s Webradiomonitor uses digital interactions, which may be less relevant to leverage the advantages of automation, data from surveys of online audio providers to for a brick-and-mortar retailer for example, and targeting and increased efficiency that can be offer insights into digital audio usage, and agma, the advertiser may not see a significant benefit achieved through programmatic platforms. the country’s radio JIC, also reports reach figures of adding such a pixel to their site just to measure This model allows advertisers to use their for online radio channels based on log files. their digital audio campaign. This method also existing programmatic trading frameworks to Médiamétrie in France includes digital audio in becomes more difficult within mobile devices, easily add audio to their mix, enabling them to its Internet Audience Measurement. and tracking the user’s journey from hearing take advantage of audio advertising’s particular an audio spot to taking some kind of desirable Efforts are being made in a number of strengths and amplify the impact of their display action is also complex when the listening takes countries, notably the US and Germany, to and video campaigns. place on a desktop device and the action occurs align the measurement of broadcast radio and Case study: on a mobile device, or vice-versa. For radio sellers, it aligns the audio advertising online audio within a common reporting. See RMS delivers Germany’s product with the requirements of today’s media egta’s report on Online audio hybrid audience First- or last-click attribution models based buyers for cross-device and cross-platform measurement for more information on these on clickthrough rate (CTR) have been used first programmatic campaigns and advanced audience targeting techniques19. to measure conversion rates in digital audio audio campaign for capabilities. It also increases the efficiency of campaigns synchronised with a banner, but trading for the seller, as the billing process in // Attribution the nature of the medium is clearly less than Burger King this case was automated and handled through ideal for this metric. As with radio advertising, Attribution, as the science of evaluating the the SSP, thus eliminating the need for traditional digital audio ads may lead to brand engagement impact of each marketing touchpoint (its cost invoicing. sometime after the impression is delivered, RMS, the sales house that represents the against impact on purchase decision) made a big and conversions may take place on a different majority of Germany’s private radio broadcasters, The concept and technology developed and step forward with the development of Internet device. Therefore, post-listen attribution based partnered with Amnet (Densu Dentsu Aegis deployed by RMS and Amnet worked well, advertising and the return-path data associated on cookie-syncing or device ID-synching is Network’s programmatic buying unit) and tech triggering interest from other clients on the with this marketing environment. However, preferable to CTR or last-click attribution. provider AppNexus, to allow Burger King to buy market. This paves the way for further trading of early attribution models were usually focused pre-stream audio spots across the RMS web online audio through programmatic platforms at on one or two connected touchpoints within DAX – Global Radio’s trading platform for radio network and display advertising, controlled greater scale in the future. the online ecosystem (banner ad/paid search digital audio in the UK – has recently launched and optimised in real time. results/advertiser’s website), and therefore its Listener ID measurement tool21. This allows last-click or first-click models, which assign all advertisers to measure the effectiveness of their RMS made pre-stream audio inventory available credit to one of those touchpoints and are very campaigns on digital audio platforms, to profile on Amnet’s programmatic trading platform, inaccurate and limited20, have for a long time their audiences based on a range of consumer alongside the agency’s existing digital channels. been the most common ways to measure the attributes and track the user interaction and Through the insertion of cookies, it was possible effectiveness of online campaigns. journey on their site and understand which for Burger King’s display and video advertising creative routes are driving traffic for their to be retargeted to users who had heard the The main challenge for radio publishers when campaigns. restaurant chain’s pre-stream audio spots. it comes to attribution is to provide advertisers with relevant models and metrics that allow to New attribution models for audio advertising This example of using real-time data to identify track the impact of audio advertising on overall campaigns, such as promo codes within native and target specific audiences demonstrates marketing KPIs and sales and therefore to help ads in podcasts or in-store foot traffic metrics how programmatic platforms can be used to marketers avoid assigning all credit incorrectly (for example, the Foursquare panel, see page 44) break down traditional media silos and deliver to banner advertising or paid search. Attribution are also being developed. advanced, cross-format advertising solutions. on a campaign-by-campaign basis can be quite While programmatic trading has been available Mobile devices offer an alternative mechanism easily achieved by installing a tracking pixel on for search and display for a number of years, for listener interaction with advertising: voice an advertiser’s website. However, this naturally with video only recently starting to break into activated response. XAPPmedia, for example, limits the measurable impact of the campaign to the space, audio buyers have largely been unable

Page 32 © Copyright egta 2017. All rights reserved. Page 33 has developed an interactive advertising advertising market and understand, retain and technology that allows listeners to engage with grow its audience. Bauer’s objectives were to audio ads; as an attribution tool, this can be achieve data integration across brands and considered as an effective substitute for the CTR audiences, equip the sales teams with cross- in display advertising. platform data insights, improve the product portfolio and build class-leading ad targeting Ultimately, the most effective route to and programmatic advertising. attribution may be to actually demonstrate that the medium works, that digital audio advertising Bauer evaluated the projected ROI associated is effective. This is exactly the approach that with each element of the new system; for the industry has been taking for many years Case study: example, integrating a DMP opens access to to demonstrate the effectiveness of broadcast Bauer media Group new clients and unlocks new revenues that were radio advertising and to justify its use as a not previously available to the company. valuable asset for marketers. Data project design, project // Business Bauer Media specialises in building cultural team and skillsets connections with valuable audience groups, Intelligence tools (BI) The first step was to develop a central vision using its entertainment network of iconic, multi and strategy for the new data system, followed Business Intelligence tools allow a company to platform brands across magazines, radio, digital by the development of an overarching data monitor and analyse data, which can then be and television. The company reaches 25 million taxonomy that could connect users across used to deliver business insights to relevant consumers in the UK22, where its radio brands Bauer’s 120 brands. By understanding the people throughout the organisation. They include KISS, Absolute Radio, Magic, Kerrang! company’s touch-points and existing data provide a platform for transforming often Radio, Heat Radio, Planet Rock and an extensive connections, it was possible to design a data diverse sets of data about users and customers portfolio of local stations. Globally, Bauer system that would enable Bauer to build a into actionable information that can be used Media Group reaches more than 200 million unified understanding of its consumers across to increase revenues, profitability and the consumers across 20 countries, and is the its brands, select and implement the technical company’s operations. leading commercial radio broadcaster in Europe. solutions required to capture, store and activate For example, a publisher could use a BI tool to Before it embarked on a transformation of the data, and to connect its audience into the wider understand what content was generating the way it collects, processes and uses information digital advertising environment. most attention among its users, share that data in its portfolio, Bauer had a system of isolated The project was managed and carried out by a with the content teams and thereby strengthen datasets that were often unable to connect with core group of about ten people, who supervised its offer. each other. Some of these were outsourced teams throughout Bauer’s organisation. While from partner vendors and others built in-house. designing the architecture of the new system The key challenge was to integrate these was the responsibility of an external specialist fragmented datasets to be able to identify users agency, it was important to build in-house data across platforms and activate the data through expertise to restrict unnecessary development a DMP for product management, marketing and costs, identify optimal solutions and negotiate advertising purposes. Its digital division, called prices with vendors. Bauer Xcel Media, runs its digital data platform. The project team was comprised of specialists The business case in the following areas: Product, Commercial, A proper data management system is a Technology, Data and Architecture (data systems significant investment, and essential for a design). When assembling a project team of this media company that wants to excel in the digital kind, it is necessary to bring together both the

Platform Description Provider Amazon Redshift To track all activities across Bauer’s media Provides a unified platform for creating and Wayin assets and create a single customer view Rationale: managing engagement campaigns, such as (formerly EngageSciences) for each user. Cloud solutions are available and more competitions and quizzes. Data warehouse Rationale: The data warehouse is connected to the cost-effective than investing in own These engagement tools allow to analyse technology. Specialist agency required to Overhauling its competition engine, various platforms for collecting, analysing how users are engaging with content design data warehouse, in addition to in- Competition including streamlining an existing seven and activating Bauer’s data. and to offer corresponding options for house specialist. engine/marketing interaction. platforms into one, was an early priority engagement for Bauer, as this was providing the most Oracle Responsys Engagement campaigns can be used to Enables the delivery of newsletters and platform email addresses for the publisher and Rationale: Email service solus campaigns, which in turn generates both build loyalty and to collect rich first- contributing significant revenues. party data from the audience. In addition, user engagement data. Responsys integrates well with the BlueKai they offer an opportunity to carry out This also allows advertising campaigns to DMP, also owned by Oracle. brand integrations for the broadcaster’s be more interactive, targeted and effective, To match third-party data with Bauer’s thereby increasing the yield. own first-party data, which would allow the advertiser clients. BlueKai (Oracle) This tool streamlines the registration creation of custom audience segments and Rationale: process and offers two important more effective targeting and retargeting. In house functions: This data would also offer better insights The advantage to Bauer comes from DMP Rationale: extending its own extensive data targeting • Social login into the audience; for example, a person capability with other external sources • Single sign-on Building a registration tool is time who can be identified as having young of data, which means that a third-party Registration tool consuming, but given international scale children and having just bought a house The social login allows permission-based solution is the best option. and sufficient internal expertise it may be is more likely to be in-market for a new access to viewers’ identity data from more cost efficient in the longer term, as kitchen or baby clothes. Facebook, Google+ or Twitter. The single third-party services can be expensive to Looker sign-on offers one access to all Bauer sites, operate. with the user remaining logged in when Rationale: Offers reporting and analysis based on the visiting different media assets. Business data that has been collected from all of the Looker integrates directly with the data Intelligence tool Collects data on events on Bauer’s data in sources. warehouse, without any intermediate digital platforms to analyse users’ online layer, reducing complexity and increasing Google Analytics/Big Query behaviour and to evaluate the level of efficiency engagement (assigns points to different Rationale: actions – page visits, email registrations, The company uses Google Analytics Events tracking competitions, etc.) and analytics intensively across the portfolio. Big Query This tool collects data using trackers or integrates easily with GA, allowing scaled webhooks, and it can be connected to a data analysis and audience segmentation company’s data warehouse for storage and for advertising and internal marketing. BI tools for analytics, and other elements within the tech stack.

Page 36 © Copyright egta 2017. All rights reserved. Page 37 business-minded people who know what has to Bauer in depth and rich insights, which inform analyse that data after you’ve pushed it out to be done and the data/technology experts who both product development and commercial wherever you need it to go. know how to achieve this. solutions for clients which create cultural impact That’s got a whole number of layers to it. It’s and drive actions. The new data architecture got an advertising layer to it, so targeting new customers or speaking to existing customers, Bauer’s new data architecture is built on the it’s content management, in the corporate case services of a number of technology providers, it’s feeding into business intelligence tools; it’s and it can be broadly classified as consisting all of those things. of Data In and Data Out elements, with data warehousing taking a central position between Interview with: But the point is where you start from, typically the two sides. from a digital perspective at least: you have data Ian Curd, sitting in a lot of different places. You have an Data In includes quizzes and competition, user- ad server, you’re collecting information about generated content, social media interaction Market Development your users through your own tags or third-party data, social login/SSO registration data and France & DACH, analytics tools on your site, but there’s nothing interaction data from Bauer’s media portfolio. siting there in the middle bringing all of that The data from Bauer’s radio assets includes Lotame together. That’s what a DMP does. You often platform (web, mobile app, mobile web), music hear the analogy that the DMP is like the brain of preferences, IP address, number and duration the digital stack, or the central nervous system. of sessions, listening hours and average time egta: Why would I as a publisher need a DMP, spent. The collection and processing of all this and what can it offer me? egta: We’re looking at this from two angles – the first-party data from different platforms results purely online space, but also bringing programmatic Ian Curd (IC): Let’s start with how the in the accumulation of multiple IDs – registration and data enrichment into linear advertising. If you DMP came to its current place. It’s been much ID, competition ID, DMP ID, mobile ID, Google need a DMP for the digital space or the linear space, talked about in martech and adtech recently, but Analytics (cookie) ID, etc. – which need to be is it a different animal? it’s actually been around a long time. The DMP matched to create a single, data rich, Bauer ID. started out as a way for publishers to gain more IC: It’s not. Start from the fundamental building This Bauer ID can then be used for advertising intelligence about their audiences and to be able block of this brain. The way to think about it, and product management. to package that as inventory that they could whatever side of the corporate marketing or Data Out includes marketing activations, targeted sell to trading desks and ad agencies with more media angle that it sits on, the DMP is the place advertising (using audience segmentation based intelligence behind it. The theory was, if you where the client can regain control over its own on first-party data), campaign monitoring and have better intelligence, you can sell for higher audience. You use third-party, but you base it evaluation, reporting and analysis, and insights CPMs. off your own data. You see that third-party in into customers, audiences and behaviour. relation to your own audience the whole time. We – and any DMP that has existed as long Therefore, you are constantly building out Conclusion as we have – all have their backgrounds in control over your own data. publisher use cases. Where that’s grown over Bauer has taken a major step forward, the last two years is towards the demand side. It doesn’t start with third-party, it starts with transforming how the company collects, This trend has been happening probably since first, even if first is small. We have a machine processes and activates data. Individual users about 2014 in the US, and it is really starting to learning tool that can build lookalike models can now be identified and these identities take shape here in Europe at the moment. But using the power of Lotame’s third-party data resolved across multiple touchpoints and the real modus operandi of the DMP remains the network, but off of a thousand uniques. We platforms; the media assets are heavily same. It’s the ability to pull data from multiple collect data through tags, at a very minute integrated into the digital advertising market, disparate sources, to intelligently organise that and unstructured data level, and we can apply with high levels of user targeting. This gives data in the middle, and to be able to activate and machine learning algorithms to build models off

Page 38 © Copyright egta 2017. All rights reserved. Page 39 it. It’s put it in a rather sedentary state, but now With publishers, for example, the temptation is traditional broadcasting and digital. These have it’s happening. You see data partnerships sometimes to see the DMP as part of ad ops. huge implications for both video and audio. ‘TV egta: You use machine learning to develop happening. It’s not like a piece of programmatic tech – in DMP’ is an emerging and big phrase in 2017. audiences from smaller sets of data, are there other the programmatic age there’s sometimes been examples of how machine learning can be used in egta: If I’m a broadcaster looking at the Digital Audio is also reaching an exciting tipping a tendency to commoditise the DMP and heap media sales? possibilities of data, what kind of questions should point, but still lacks a genuine scale behind its it in there as well. Where’s the green button that I be asking myself? ad inventory ability. DMPs and 3rd party DMP IC: We work with big publisher clients, and makes me money? It doesn’t work like that! marketplaces are extremely well equipped to publisher-to-publisher some of them are doing IC: One of the things we often hear is clients You need the right people and the right vendor help vendors like AdsWizz and publishers like some pretty interesting things. Our machine talking about the new data space and thinking that can understand the balancing point Spotify, Deezer and SoundCloud as well as learning tool can be applied two ways: either they’ve got to get their new programmatic between achieving short term ROI goals for traditional broadcasters take full advantage of to find an audience that looks or acts like the pipe set up, but we actually think it’s the other the platform and the longer-term strategy. If this coming wave. audience you can see, or to optimise campaigns. way round. You should understand your data you just focus on short-term deals and short- first. Because when you start pulling all your egta: How does the DMP help target consumers term briefs in agencies, you’re chasing after data together, you begin to realise things you that you already know or a lookalike audience? your tail with no defined strategy and you’ll get didn’t really know: your customer has certain blown around by the wind. To have a DMP in an IC: The first thing that we do with a new client tendencies to do this or that, you never really organisation is about preparing for the future, is to put Javascript tags on everything in their realised they had an affinity with a particular because not having one could result in you being digital environment, and we start pulling in football club, for example. These things only blown away by competitors that do. all sorts of unstructured data. But within the come up when you start to master your own platform that we build, those unstructured data first-party environment. The next thing is what egta: What’s the next step with regards to video points become building blocks. They become do you actually want to do with it? Do you want and audio platforms? audience hierarchies, which are things against to extend the audience and target more people IC: The question often gets asked in meetings which you can target through DSPs. We’ve got that are like that? – what’s the next big thing? Or can you guide us about 80 DSPs server-to-server piped into egta: At the tech level, how do I build the link to through your product roadmap? Lotame. get my data into the DMP? Some clients are asking this before they have So, this is the fundamental building block of first IC: Data from any source will typically come in mastered a foundation strategy for their data. party data. But any kind of mature DMP will or out of the platform through one of three ways. So in a sense we are often calling clients back to be able to connect to a list of third-party data Either we build a server-to-server connection basics when it comes to their data sets. In other sources on top of that model. But in between, with that technology, we API integrate that words, let’s gain a thorough understanding of you should be able to use the DMP to actually technology or we can do batch file uploads. our first party data sets before we start using trade your data either with another partner or it in a complex way or chasing the next big thing directly, almost like you’re a data provider as egta: Are there any pitfalls to avoid? that is ‘en vogue’. well. IC: The difference between success and failure That said there are a couple of big waves that egta: In relation to that, would you say that comes down to a client having a really strong are gathering pace and will be top conversation second-party data could become considerably idea of what it is that they want to do and having in 2017. Firstly, in Europe GDPR and privacy is bigger by automating this process? the right people running that. If you can imagine informing almost everything tech companies and inside an organisation, you’ve got people IC: Absolutely. We say to our clients that we media players are talking about. This despite the coming from a sales background, a marketing provide the technology and the plumbing for fact the implications haven’t fully been realised background, a technology background, and if all them to do that. The big hold back on this space or thought through by many businesses. of them are fighting in their own corner with no of second-party data across the world has been one overseeing a coherent strategy, it can get From a product perspective we are seeing big the fear of trading data, a bank with a publisher really waylaid, messy and non-directional. conversations around convergence between for example, and the commercials around it.

Page 40 © Copyright egta 2017. All rights reserved. Page 41 TargetSpot/Radionomy’s data a key focus in the coming years will be increasing be achieved, in this case with TargetSpot in the environment the sophistication of this infrastructure by US as the seller, can be demonstrated as follows: signing deals with other data providers and the retailer Macy’s wants to target its existing In many ways, Radionomy has more in common building better connections with Vivendi’s other customers with message A (for example, based with traditional radio publishers in terms of divisions, such as DailyMotion and Universal on loyalty to the brand) and a wider audience of the way it monetises its online stream than it Music Group in order to aggregate the data. prospective customers with a different message does with on-demand or personalised audio B (for example, an awareness campaign targeted platforms such as Spotify, Deezer or Pandora. 19% of Radionomy’s listening comes from to a particular socioeconomic group). Macy’s can TargetSpot/Radionomy offers a ‘long tail’ for devices on which it is not possible to drop cookies use its own advertiser first-party data, such as audio advertising, since the large portfolio of or collect IDs, for example Smart TVs, Apple TV records held in its CRM system, to identify all Case study: online radio stations it monetises are, for the and Sonos Hi-Fi systems, rather than through its its known existing customers listening to radio most part, relatively small – typically with tens, own platform. This is another differentiator from Radionomy and streams in the TargetSpot network through hundreds or a few thousand listeners to each, on-demand services, which typically have 100% anonymised cookie matches, and these listeners TargetSpot as opposed to the hundreds of thousands registration and access available only through can be served with advertising message A. that might listen to the simulcast or brand their own players, even when playing through extension of a large radio broadcaster – the Wi-Fi speakers, for example. For this reason, If Macy’s also wants to reach Hispanic people The Radionomy Group of companies, since initial starting point with regards to the data it TargetSpot/Radionomy also make use of data with a household income in excess of $30k per December 2015 part of Vivendi, is comprised can capture about its audience is not dissimilar through DMPs, for example from Nielsen and annum for its awareness campaign, this can of Radionomy, SHOUTcast, TargetSpot, to that available to a broadcast radio publisher. Bisnode, to be able to target on IP address, GPS be achieved using a service called Nielsen ZIP Hotmixradio, and Winamp, with operations Radionomy listeners may choose to register, localisation and ZIP codes, as this information is Code Look-up. This is a lifestyle segmentation across Europe and the US. Radionomy and including through social login, but the large always collected even if the stream is received system that marketers can use to determine TargetSpot are the most significant companies majority (about 90%) do not and are therefore through an external device or platform. which ZIP codes in the US over-index for in the group in terms of digital audio advertising: effectively anonymous. households with particular characteristics, Enriching audience such as education level, income level, race and • Radionomy: an online radio platform However, where Radionomy differs from segmentation and targeting ethnicity, family composition and so on. Based that allows people to create their own radio many radio broadcasters lies in its approach to through third-party data on this data, TargetSpot can then deliver the stations or listen to more than 12,000 collecting that data, leveraging external data partnerships through retailer’s advertising message B to listeners in stations across a wide range of genres. sources to enrich their own first-party data TargetSpot and the Radionomy those ZIP codes where the desired audience and using these to improve the targeting of platform • TargetSpot: a digital audio advertising is more likely to be found, thereby increasing spot advertising across its network of stations. network that includes over 100 of the Radionomy/TargetSpot has partnerships with both the efficiency and the effectiveness of the An understanding of the audience is built up leading online music, Internet radio and audio a number of leading data providers – BlueKai, campaign. Bisnode offers similar data services through a combination of automated, machine- content providers in the US. TargetSpot has Quantcast, LiveRamp, Nielsen, Bisnode and to marketers in Europe. generated processes, (such as the collection of also been building a significant presence in Neustar – which together can provide data that cookies, device IDs, user IDs and IP addresses), The difficulty of attribution in Europe since 2015. has been collected either from cookie drops or declared data through registrations, human- audio campaigns through declarative means. Along with publisher curated data provided by the station creators • SHOUTcast: SHOUTcast is an innovative first-party data from registrations and social While the holy grail of digital marketing is to able (the genres and characteristics of the stations streaming technology used by more than logins, user IDs and device IDs, IP addresses, GPS to attribute any and all advertising contacts to they build, from which age and gender can, 55,000 radio stations around the world coordinates and the information known about measurable actions within the marketing funnel, for example, be inferred with some degree of to broadcast their programming online. the content and profile of any given radio stream, including sales, this is a particular challenge for accuracy), and information from third-party The platform also helps over 10,000,000 this allows audience segmentation based digital audio publishers such as Radionomy data providers (BlueKai, Quantcast, LiveRamp listeners each day to discover thousands of on four different approaches: demographic, and sales houses like TargetSpot. As a large and others). radio stations each day using the SHOUTcast behavioural, geographic and contextual. proportion of listening takes place on devices directory Radionomy has developed its own proprietary (for example Wi-Fi speakers or Connected TVs) An example of how multi-layered targeting can data technology, including an internal DMP, and that do not allow effective user tracking, it is

Page 42 © Copyright egta 2017. All rights reserved. Page 43 often impossible to link a user’s online activities servers have not changed that much for the egta: In terms of real time reporting, is part of to getting better data around digital audio? with the audio spots they may have heard. past three or four years; they are still based on your objective to open the door to dynamic pricing EvdH: I would say the technology used for the same infrastructure and technology, but the or real-time bidding? Companion banners on desktop and mobile, listening to digital audio is very different to request now from all advertisers, agencies and which can be clicked, offer some indication of EvdH: Absolutely. If you have the real-time that for the regular FM business, where the publishers is actually real-time data. response, but they are poorly suited for the way data, the technology that we provide is also a measurement data is mainly declarative. Radio audio is often consumed as an accompaniment Today, in the digital audio ad server, if you want programmatic SSP. For now, it is more private companies therefore generally don’t have data to some other activity that puts the screen data you select your variables and you get a marketplaces that publishers are setting up, so managers or scientists in house, and they are beyond the user’s attention, such as jogging or CSV file, which you have to manually convert they are negotiating a fixed CPM for delivery of only discovering right now that they could sell driving. into graphs and to use in in your presentations. impressions per advertiser or agency. However, their inventory for much more, and a higher price, But you have almost no real-time visual data. while the door is open to RTB, digital audio is if they make it ‘smart’. We don’t call it ‘dumb’ For brick-and-mortar retail clients, however, Don’t put numbers in an excel sheet: you unfortunately lagging a little bit behind on that; inventory, because there is always a little bit of foot traffic is a more important indicator of should put them in graphs, in insightful visual we are working on OpenRTB 2.4, which is the information, but most of the publishers don’t a campaign’s impact than website visits. representation of your data. And I think this latest protocol, but lots of digital players are even know where their streams are listened Radionomy/TargetSpot is developing a solution is the big game changer – it’s that the data – working in 2.3 or even earlier versions, so we to. If you ask a publisher where most of their to attribute foot traffic to audio campaigns in the whether it’s DMP data or campaign data – is need the technology space to really step up and digital listening takes place, they will probably US using data from Foursquare’s panel of more all transformed into visual reporting, which we start going into that area. say 80% of it is through their player, which is not than 1 million users and a data company called don’t see in other ad servers. the case. If they put the necessary technology RTBiQ. Foursquare is a location-based check- At the moment, we’ve developed a yield in place, they will see that maybe their player is in app, and its volunteer panellists agree to That’s also the feedback that we get from the management tool that allows you to choose generating 30% of their audience and the rest is permanently enable location sharing, even when demos we have given to our publishers, that what is the priority for you as a publisher or through TuneIn, iTunes, Sonos, Smart TVs, etc. not using the app23, meaning that Foursquare we are really changing the game in terms of sales house. Many publishers, of course, want I think it’s a fragmentation of the channels on can track every store those users visit. While business insight, making it easier to make to put the priority on pricing. So, with all the which you can listen to digital audio that makes this solution is still in its early stages as an business decisions on campaigns. Should targeting possibilities we can offer now, there it difficult to collect all that data. online + offline attribution technique for audio you push a different campaign because your are new tools. You can sell a campaign at a campaigns, it has already been used by retailers CPMs or margins are too low? Where are your higher price if you have targeting, and then you Another issue is the political barrier. Some of our such as Macy’s, which has been a TargetSpot impressions being delivered? What are your top choose that campaigns that are sold at a higher large publishers do have Big Data information, client for many years. campaigns, your top publishers? How is your price have priority over other campaigns. This is but they do not know whether they want to campaign running? Who is listening to the audio not RTB – the prices do not change in function share that information, and whether they can A new ad server for digital audio spot and through which device or portal? You of the offer and demand – but the optimisation use that information in function of the countries campaigns see that all in one moment, and you don’t need of your campaign will be done based on the yield they are streaming to. If you have radio on the TargetSpot has developed a new ad serving tool to download a CSV or Excel file. management tool and based on the price. Internet, you are listened to everywhere, and for its publisher clients, and the company’s Head the rules are not the same in each country. So, The second feature is targeting. There are very egta: Are you positioning TargetSpot as a of Partnerships, Eric van der Haegen, talked to sometimes they do have the information but few technologies now where you can upload competitor to the incumbent providers? egta about the new technology. they do not know whether they want to, or can your own DMP data. It’s very cumbersome to EvdH: We are not putting our technology in use, that first-party data. egta: What new capabilities are you bringing to make it work, so we are creating the necessary the market under licence or to sell it – we only the market, and what limitations do you see from APIs to actually include any data. If you want provide it to our publishers and providers. Are we the audio ad servers currently available? to use our BlueKai and Quantcast or any other a competitor? We hope that with the different data provided by TargetSpot, you just use it. But Eric van der Haegen (EvdH): innovations that we are putting in, others will you maybe have, for example, your own DMP Because there are only three of them on the improve their technologies and also innovate. in place and an advertiser or an agency wants market, where you have low competition I think to connect the ad server with that. And also egta: You’ve mentioned that there is still an innovation has stalled. The more competition reporting, to show how the campaign performed issue with the quality of data you get from the there is, the more innovation. Digital audio ad against the data that you have pulled in. publishers you work with – what’s the main barrier

Page 44 © Copyright egta 2017. All rights reserved. Page 45 have a right to stop marketing companies from of business teams on the regulatory changes CHAPTER 06: building a data profile of them. and the increase of financial penalties, mobilise all departments of the company (Legal, Ensuring compliance Some of the changes to EU data protection laws Marketing, Information System, Product, Audit, that will be relevant for publishers and media with the strict new …) that deal with PD, each one in its own area include: data protection rules of expertise, in order to bring their activities into • A right to be forgotten; line with the GDPR. to come into force in • “Clear and affirmative consent” to the They will also need to designate a competent processing of private data by the person May 2018 person to hold the role of Data Protection concerned; Interview with: Officer (DPO). A new General Data Protection Regulation • A right to transfer your data to another (GDPR) (Regulation (EU) 2016/679) comes into service provider; didier angelo, egta: What type of questions should media force from 25 May, 2018, replacing a set of • The right to know when your data has been legal advisor, owners be addressing to advertising technology 24 rules that have been in place since 1995 . This hacked; and data providers as they further develop their legislation will apply to media companies and • Ensuring that privacy policies are explained in TF1 Publicité digital presence? other organisations throughout the EU, and in clear and understandable language; DA: broad terms it will give consumers more control • Stronger enforcement and fines up to 4% of over how their data is used and retained. firms’ total worldwide annual turnover, as a egta: When GDPR comes into force, what do • When were you audited for the last time, in The potential liability for companies will also be deterrent to breaking the rules. you expect to be the main implications for media connection with PD protection (particularly extended. While under the existing rules, only owners in terms of the ways they collect, store and data breaches)? Updating the ePrivacy the data controller is liable for data breaches, use data about their viewers, listeners and visitors? legislation • How are you going to oversee the next PD the liability for any damages will extend to both Didier Angelo (DA): Media owners transfers? In January 2017, the European Commission the data controller and the data processor. As will need to give users back the control of their also proposed a revision to the existing ePrivacy • Are you certified according to a mechanism a simple example of this differentiation, if a Personal Data (PD). This means giving users an legislation, which would convert the current approved under art. 42-43 of the GDPR? media owner outsources the management of its easy access to policies and other documents customer databases to a third-party company, Directive into a Regulation. In part, the objective relating to PD protection, and making them • Have you signed a code of conduct approved the media owner itself is the controller and is to correlate better with the GDPR when it understandable. Media owners will need to under art. 40-41? comes into force. the outsourcing firm the processor. There will track their actions relating to users’ request therefore be a greater obligation for companies Among other things, the existing ePrivacy to exercise their rights (right to access, right such as media owners to consider the privacy Directive governs the rules for obtaining users’ to know the purpose of the data processing, implications of their products and services, as consent for the collection of data on their online right to rectification, right to object, right to be well as to carry out privacy impact assessments. activities, for example by the use of pop-up forgotten, right to data portability). It will be mandatory for many organisations, banners that inform visitors about the way a They will need to make impact assessments for including public companies, to have a Data publisher collects data and offer an opt-out. activities which are likely to jeopardise users’ Protection Officer (DPO). Informally, the rules are known as the cookie rights and individual freedoms and implement directive for that reason. The proposed new The penalties for companies that breach the technical and organisational measures to secure rules will change the way publishers have new rules include fines up to 4% of global sales. users’ PD. to obtain consent and give consumers more People will have the right to have their own control over the way their data is collected and egta: How would you advise media owners to personal data (PD) corrected if it is inaccurate, used, something the Commission refers to as address their internal operations and strategies to and the regulation expands their right to remove “Privacy by Design”25. be prepared for the GDPR? irrelevant or outdated information, the so-called “right to be forgotten.” Consumers will also DA: They will need to increase the awareness

Page 46 © Copyright egta 2017. All rights reserved. Page 47 Customer identity management: CHAPTER 07: Used to turn anonymous visitors into known references Overview of data customers. The following companies offer 1. Interactive Advertising Bureau (July 2016). 14. Weissbrot, A. (11 April, 2016). companies and their registration tools to identify and understand Data Maturity Model: Digital Advertising “Programmatic Audio Emerges – And Looks visitors: For Its Place In The Media Plan”, AdExchanger services 2. Pike, L. (14 April, 2016). “What is First Party • Gigya Publisher Data?” SpotX 15. Bruell, A. (20 July, 2016). “Spotify Boosts DMP: Performs a central role in digital • Janrain Audio Programmatic With New Ad-Tech 3. Interactive Advertising Bureau (Updated marketing, importing data from users and other • ForgeRock Deals”, AdAge January 2016). Data Segments & Techniques data sources, grouping data into segments that Data warehouse: a repository for all Lexicon 16. Interactive Advertising Bureau (November share common attributes, sending instructions the data that an enterprise’s various business 2016). Digital Audio Buyer’s Guide – 2.0 to place ads, among other activations, and 4. Creighton, M. (5 February, 2016). “Intent systems collect. Companies providing data measuring and improving these instructions. Data Is Powerful Tool For Business 17. Ghosh, S. (2 September, 2014). “Burberry warehousing solutions include: Decisionmakers”, Madison Logic puts personalisation at the heart of My Some DMPs are standalone offers, while • Amazon RedShift Burberry campaign”, Campaign others form part of a wider suite of technology 5. Halo (21 July, 2016). “Descriptive, Predictive, • Vertica (Hewlett-Packard) solutions alongside other data services, DSP and Prescriptive Analytics Explained.” Halo 18. Thinkbox (4 January, 2016). “The story of • Teradata capabilities, etc. Providers include: Business Intelligence ‘Share a Coke’”. Campaign Audio ad serving: Enables the delivery • Oracle BlueKai 6. Facebook for Developers: Facebook Platform 19. egta (January, 2016). Online audio hybrid of data-infused audio advertising, including ad • Lotame Policy audience measurement insertion, in compliance with the IAB’s DAAST • Krux (Salesforce) standards. AdsWizz and Triton Digital – two of 7. Moore, S. (8 June, 2016). “How to Choose a 20. Jack, R. (26 November, 2013). “Last-click • Adobe Audience Manager the leading players in audio ad serving – also Data Broker”, Gartner, Inc. is dead, long live the click; why last-click • Neustar Identity Data Management Platform offer a range of technology solutions designed to attribution modelling is so 2011”, Qubit • Core Audience (Hearst) 8. Levy, E. (21 September, 2016). “Demystifying facilitate the trading, delivery and measurement • Ignitionone Data Warehouses, Data Lakes And Data 21. Kimberley, S. and Gwynn, S. (20 October, of audio advertising from the buy and sells sides. • Rocket Fuel DMP Marts”, Sisense, Inc. 2016). “Global to track user behaviour on • AdsWizz (AdsWizz Audio AdServer) mobile through Dax”, Campaign Data provider/broker: Offers access 9. Kihn, M. (30 July, 2015). “How Does a DMP • Triton Digital (Triton Advertising Platform – 22. Bauer Media Group: Our Company to third-party data sets, usually through a Really Work?”, Gartner for Marketers Tap) licencing arrangement, which can include a 10. Advertising Age (24 June, 2014). “What Is 23. Heine, C. (22 February, 2016). “Foursquare’s wide range of information about consumers. Engagement marketing plat- Data On-Boarding?”, AdAge Potentially Game-Changing New Tool Can These data sets are typically used for targeted form: Offers a range of capabilities to Measure Foot Traffic Generated by Digital 11. Schuster, J. (16 February, 2016). “How advertising campaigns, including lookalike collect and activate data through user/customer Ads”, Adweek targeting, retargeting, etc. engagement, either through a publisher or ad- LiveRamp Data Onboarding Integrations vertiser’s own platforms or via social media. The Work”, LiveRamp 24. Sheftalovich, Z. and Meyer, D. (15 December, • Acxiom 2015). “EU strikes deal on data protection following companies offer such services: 12. Chang, H. (22 April, 2016). “Deterministic vs • Datalogix rules”, Politico Europe • Epsilon • Wayin (merged with EngageSciences) Probabilistic Data”, Adobe Systems, Inc. 25. European Commission - Press release (10 • Experian • Livefyre (Adobe) 13. Lotame (27 February, 2014). “Lotame January, 2017). “Commission proposes • Offerpop Optimizer Leverages Advanced Machine high level of privacy rules for all electronic • Spredfast (merged with Mass Relevance) Learning”, Lotame communications and updates data protection rules for EU institutions”, European Commission

The following resources offer valuable sources egta extends its thanks to the individuals and Editorial committee: egta - association of television of information on the topics covered in this companies that provided information and and radio sales houses Matthew Carver report. expertise for this publication, as well as their Head of Insight egta is the Brussels-based trade association colleagues who support egta in many ways. On the role of DMPs in digital E: [email protected] of more than 130 television and radio marketing - Articles by Martin Kihn, This publication has been made possible through advertising sales houses. egta’s members are Yuri Loburets Research Vice President at Gartner: the contributions of: spread across 40 countries, mainly in Europe. Director Radio Together, egta’s TV members represent over • What Does a Data Management Platform Do, Didier Angelo (TF1 Publicité), Deni Boncheva E: [email protected] 80% of the European television advertising Anyway? (7 January, 2015) (Bauer Media), Sam Crowther (A Million Ads), Design: market, whilst egta radio members collect Ian Curd (Lotame), Gonzalo Higueras (Gigya), Ed • How Does a DMP Really Work? (30 July, 2015) 60% of radio advertising revenues in countries Keohane (Bauer Media), Benjamin Masse (Triton Paulina Kott where they are active. • Top 10 Amazing Secrets of DMPs Parts 1 & 2 Digital), Erik Portier (Radionomy Group), Eric van Head of IT & Design (12 & 14 January, 2016) der Haegen (Radionomy/TargetSpot). E: [email protected] As sales houses of both public and private broadcasters, egta members commercialise On the value of first and second- Legal Notice the advertising space around audiovisual party data for digital publishers content available on platforms such as - Articles by the video advertising platform This publication has been researched and traditional television and radio sets, tablets, SpotX: produced by egta’s radio department, and it smartphones, PCs, Smart TVs and other • What is First Party Publisher Data? (14 April, draws inspiration from the team’s conversations Internet-connected devices. 2016) with industry experts and literature from multiple sources. • What is Second-Party Data? (28 April, 2016) Whilst every effort has been made to ensure On the data maturity levels of the accuracy of the information in publication, organisations: egta does not accept responsibility for errors or 22, Rue des Comédiens, boîte 4 omissions. • IAB Data Maturity Model: Digital Advertising. 1000 Brussels - Belgium (July 2016) T: + 32 2 290 31 31 www.egta.com @egtaconnect www.egta.com