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Agency Services Deck 1 Digital Advertising Strategy for XXXXXX Supporting Materials Advance Media Southeast 2 & ADVANCE Advance Media Southeast & Advance Advance Digital Media Group is the national strategic sales and marketing arm of Advance Digital, sister company to Condé Nast and American City Business Journals. ADMG partners with national brands and agencies to deliver effective and creative solutions that reach engaged consumers across the country. ADMG’s robust portfolio features 12 award-winning digital news/sports/lifestyle brands – including Advance Media Southeast – collectively reaching 51 million unique visitors monthly and ranking #8 in the General News category. Advance Media Southeast’s connection to ADMG supplements its own first- party data with valuable data from visitors to Condé Nast’s collection of high- end brands, American City Business Journals, Reddit and other local media groups. Advance Media Southeast 3 & ADVANCE Local Presence, National Reach Advance Digital: How We Rank 8TH LARGEST NEWS COMPANY Advance ranks well above MSN Network, US News, AP and Atlantic Media. Unique Unique Rank Property Visitors Rank Property Visitors (000) (000) Yahoo-ABC News 1 123,568 6 USATODAY Sites 73,500 Network 2 CNN Network 100,562 7 FOXNEWS.COM 51,820 3 NBC News Digital 92,925 8 Advance Digital 41,370 4 CBS News 82,591 9 Time.com Sites 36,319 5 BUZZFEED.COM 76,849 10 ELITEDAILY.com 33,338 Source: comScore, Ranked List: News/Information – General News, December 2014. Advance Media Southeast 4 & ADVANCE Advance Local + Condé Nast More than more than 456m 51m monthly unique monthly pageviews visitors more than more than 2.7b 38b 1st & 3rd party digital ads served cookies annually 5 Audience Targeting Audience targeting is the art and science of using observed, declared and predictive data to create targetable audience segments across networks, platforms and devices. AWARENESS 6 Background As a publisher, Advance Media Southeast (an Advance Digital property) has a distinct advantage within the marketplace. The advantage is presented through the ability to publish and control content. Every story that is published by an Advance Digital property contains a content tag, which collects valuable first-party data around user interaction, intention, and history. With this information, we are able to assign real-time intent and characteristics to individual cookie pools that are categorized into audiences. Once the 1st party cookies are pooled, the data is then merged with 2nd party data (obtained by direct relationships with other publishers), and 3rd party data (obtained through purchase agreements) within a Data Management Platform (DMP). This process allows the Advance Media Southeast (Advance Digital) to further expand these segments into scalable enriched data that can be personalized and segmented based on need. Advance Digital currently controls more than 2.7 billion cookies. AWARENESS 7 Audience Targeting While some ad campaigns target websites that are known to have a certain visitor demographic, audience targeting focuses on the visitors themselves, making the category and the demographic of the website less significant. For instance, if a user has visited an article on Nola.com about HDTVs, it can be assumed that user has interest in electronics. This interaction would be tracked by an in-content 1st party cookie. The cookie would have been assigned to an electronics intender segment within the DMP. The DMP would then vend ads from electronics dealers toward that cookie’d consumer, even if the consumer were to visit different websites unrelated to the topic. The consumer is now accessible across channels, devices and applications, with precision and scale, creating a strong brand experience and lift. AWARENESS 8 How It Works An “Audience Targeting PIXEL” is a small piece of code that is placed within the story of a published web page (with permission) on Nola.com. The pixel records non-personalized user data by tracking user activity on the page. Each visitor who arrives at that webpage will have a cookie placed on their browser, which marks them as part of our custom audience since they expressed some interest in the specific public content. Then, (DMP) Lotame is responsible for collecting, organizing and activating all our specific pixel and cookie audience data from Nola.com and Advance Digital’s multiple 1st and 2nd party (shared cookie agreement with Condé Nast) sources. Once an audience is activated, it is targeted using an ad server. The cookies are targeted on the local properties (Nola.com) and pushed through an ad exchange called AppNexus. AppNexus uses the audience instructions from the DMP to target consumers on over 400+ different ad networks (Microsoft Advertising Network, Google DoubleClick, Rubicon, etc.), which makes their network of website’s inventory available through a transparent and manageable interface. AppNexus then engages in Real Time Bidding (RTB). While websites generally try to sell their ad space directly to advertisers in “premium” deals, a huge amount of ads are served as part of online auctions, in which ads are placed automatically, based on supply and demand pricing. For more information on RTB click HERE. If we win the bid for an impression through AppNexus.com, we then compete with other DSPs on that advertising exchange. Ad inventory is bought and sold on a per-impression basis, via “programmable instantaneous auction,” similar to financial markets. If we have the highest bid, the impression will be delivered immediately on that website and/or network. The bidding happens autonomously and advertisers set maximum bids and budgets for an advertising campaign. RTB transactions typically happen within 100 milliseconds from a user visiting a website. RTB was a $3 billion business in the U.S in 2013, and is estimated to grow to a $14 billion business in the U.S. in 2017 (source: IDC). DISPLAY SCAPE 9 Advance Digital Display Scape Advance Digital Operates within the Programmatic space using Publisher- controlled data exported via Lotame, Advance Digital’s impendent data Management Platform (DMP). An Independent Data Management Platform give us the ability to target rich, personalized data across multiple technology's and platforms, while expecting consistent results. 2nd Party Data Collection From all Conde’ Nast st 1 Party Data Collection from 12- Local Properties (Example: GQ.com, GolfDigest.com, Media Groups (Example: Oregonlive.com Self.com, etc.) Open Exchange Private Market Place Cookies Pools are Pushed Across 900+ Ad networks and Ad Exchanges Cookie Pools Pushed to Direct Sites, Example Nola.com.com, & NJ.com Cookie Pools Pushed to LiveRail Premium 3rd Party On/Offline, Social, and Video Pre-Roll Network Purchase Data Dynamically Feed Via API Directly into Lotame DMP Cookie Pools Pushed to LiveRail Video Pre-Roll Network B2B and B2C Email Newsletters Coming Soon: TrueView, Nativo, TubeMogul, Simpli.fi, and Taboola June 2015 DMP Volume 3.1 BillionCookies AUDIENCE BLENDS 10 PMP 1st-Party, 3rd-Party and 1st/3rd-Party Blended Audiences – Programmatic (RTB) Advance Digital has a distinct advantage within the marketplace: the ability to publish and control content. Every story published by an Advance Digital property contains a content tag, which collects valuable 1st party data around user interaction, intention, and history. With this information, Advance Digital is able to assign real-time intent and characteristics to individual cookie pools that are categorized into audiences. Once the 1st party cookies are pooled, the data is then merged with 2nd party data (obtained by direct relationships with other publishers) and 3rd party data (obtained through purchase agreements) into a Data Management Platform (DMP). This process allows Advance Digital to further expand these segments into scalable, enriched data that can be personalized and segmented based on needs. 1400+ Live Predefined Audiences AUDIENCE BLENDS 11 The Power of a DMP Predefined Audience Cookie pools move dynamically in and out of audiences based on pre-defined look - alike behaviors. Predefined audiences are custom built within the Data Management Platform using 1st and 3rd party data segments. They are created using consumer pathways laid by consumers who have shown interest or intent around a specific subject matter(s). Once this behavior is identified, we can use these pathways to create audiences, that can be customized to included behavior, recency and frequency. Recency identifies when the behavior happened and frequency indicates how many times the pathway is present within the specified time period. Predefined audiences live within the DMP indefinitely and are refreshed in real time. These dynamic audiences can be pushed into ad servers and are used to target consumers cross device. Predefined audiences allow for historical awareness around the preset pathway and provide consistent and predictable performance across devices. Organic and Natural Food Intent Audience cXXXXX Total Uniques: 34 Million 30 Performance AppNexus - .18 %CTR 30 Day Performance Pre-roll - .29% CTR 30 Day Performance Advance Local Premium Private Exchange - .19% CTR AUDIENCE BLENDS 12 Automotive Intent and Interest in Luxury Vehicles Audience code: 4028 Audience size: 1.7 million unique cookies Targeting channels: Nola.com, 800+ networks, content networks, social (Facebook/Twitter), video Device ability: Desktop, mobile (web/app), tablet Contributing Behaviors Categories --> Automobiles --> Automobile Types --> Luxury Vehicles BlueKai --> Past Purchases
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