The Industry

ABOUT THE INDUSTRY

Today’s multimedia industry is asking more from publishers in order to safeguard advertising revenue. There is a fine balance to be struck between marketers wanting more return on ad spend in a world of data deprecation, the survival and growth of publishing businesses through ad revenue and ensuring subscribers are happy receiving advertising in exchange for free content. At the heart of the nexus for publishers is the importance of a first-party data strategy to better understand their customers.

The Challenge

COMMAND HIGHER CPMs FROM ADVERTISERS

A national leader in online and offline news media reaching over 25 million customers approached Zeotap to unify its disconnected first-party customer data, as well as deliver insights to attract a greater share of advertiser media spend and increase the average CPM (cost per thousand impressions).

However, collecting and unifying an array of data sources across multiple stakeholders is not easy.

Then there’s the challenge of consent. The landscape of consent and marketing preferences is complex, as subscribers can consent to different things, across different channels and on different devices. These preferences need to be mastered and stored in one place.

Therefore, success depends on creating a crystal-clear view of the customer, including consent, to persuade advertisers to increase spend in line with deeper audience insights.

The Solution

A FULL-STACK CDP APPROACH

Zeotap’s full-stack solution was chosen for:

Integration was completed in less than 3 months, enabling our new customer to realise the value of our full-stack solution at speed.

The Results

A FIRST-PARTY DATA STRATEGY INCREASED THE AVERAGE CPM BY 28%

The unification of online and offline customer data, including consent, enabled the addressability of customers cross-device and in their channel of choice - improving ad targeting. As part of the unification process, third-party cookies were replaced with Zeotap's own Universal ID (ID+), future-proofing addressability in a post cookie-less world. The automatic segmentation of subscriber attributes improved time-to-market by a minimum of 48 hours, replacing a labour-intensive manual process. The end result was a single view of +25m customers, which increased the average CPM by 28%.

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