PUBLISHING NEWSPAPERS
John Haake – Customer Data Platforms can form deeper audience relationships
Leverage Labs – Futureproofing your news website
GIRISH ANSHUL
Quintype and Leverage Labs organized a webinar on 30 September 2021 , John Haake , vice president , sales and marketing at Leverage Labs , characterized Customer Data Platforms ( CDP ) as the nextgeneration buildings on the foundations of Data Management Platforms ( DMP ). “ While DMP has a focus on paid media , in CDP publishers can form a deeper relationship with users by taking the information they already have , the first-party data collected around behavior , and do personalization for the most relevant information .”
Customer Data Platforms ( CDP ) utilize all data , including first-party data , whereas Data Management Platforms ( DMP ) typically focus on third-party data . DMPs are explicitly developed for advertisers and agencies to enhance ad targeting . CDPs are focused on all marketing elements , whereas DMPs are built expressly for advertisers and agencies to improve ad targeting .
DMPs by themselves will not provide a long-term competitive advantage since their goal is to assist marketers selling digital advertising , although over time with more anonymous data , the targeting becomes more accurate . CDPs make it easy for DMPs to integrate firstparty data to improve ad targeting , and a DMP enriches CDP data for better customer communication .
Leverage Labs CDP and DMP
While DMPs have been around for about 15 years with wide adoption on publishing websites , there is a tremendous amount of overlap with CMPs . DMPs allow publishers to collect and segment high-value audiences by transacting on cookies . DMP uses cookies as first party and third party , but the audiences aren ’ t
Chirdeep Shetty , chief executive officer , Quintype , and John Haake , vice president Sales and Marketing , Leverage Labs
known . DMPs don ’ t have known user profiles , and that ’ s where a CDP comes in .
Market forces bring new trends and opportunities : – Privacy – The first paradigm shift is with Opt-in vs Opt-out as it puts the consumer in charge of audience tracking .
– Data blindspots – The behemoths like Facebook , Amazon , Whatsapp , Google , and LinkedIn claim a massive amount of the money spend , creating a data blind spot for the customer .
– Diminished Scale – Current data on-boarding relies heavily on synching cookies or consumercentric ID points namely ., PII including personal eMail addresses . IDs are challenging to match in the Business to the Business domain , while personal eMail is relevant and easy to match .
– Third-party cookies and IDFA – The demise of third-party audience tracking . The addressable audience shrinks in scale , and CPM ’ s plummet on open exchanges as behavioral data becomes scarce . Publishers see news consumption on social media , and they all publish their news there . While social media is weaponized with information , the audience only engages with sites that are viable for them . Hence , publishers need engaging content to retain audiences .
Haake said Leverage Labs is working with publishers to
understand exactly what they intend to use their first-party data to drive . Many decisions made at the time of implementation have significant ramifications down the road , thus addressing these use cases earlier allows setting up the CDP environment to drive those cases efficiently . CDP ’ s are marketer ’ s tools for audience building . Even as an organization aligns to use the new technology , it takes time to get revenue . His company gives training using case studies and sales sheets – it believes that with the right training , income can accrue after six months .
Publishers move towards reader revenue
As a publisher , there is a robust market of solutions out there . CDP ’ s that concentrate on the data pipes moving are the oldest type out there . CDP ’ s that do jobs like tagging all the assets and opportunities that the audience will interact with , do a better than the average job , and are able to collect data .
It ’ s simple to know whether a visitor is a subscriber and this is very valuable information regarding first-time visits – if it ’ s a new or returning visitor who hasn ’ t chosen to subscribe . CDPs can start delivering specific experiences to encourage them along a user journey that converts into a subscription . The publisher can pull the trigger on a more extended subscription for the marginal or sporadic visitor .
So , the more you know about your audience , the better you can tailor the offering . Being able to segment the audience between existing subscribers or returning visitors who are not , publishers have to be ready with multiple plans and customized experiences designed for specific types of users . The CDP understands audience motivation and this leads to better conversion rates . n
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Indian Printer & Publisher | 1 November 2021