Data Monetization Drives Growth

Data Monetization Drives Growth

A new survey by McKinsey & Co. shows that many companies are launching data monetization businesses, most of them within the last two years.  Most notably, data monetization correlates to industry-leading performance.

 

Data monetization is becoming a differentiator

Across industries, most respondents agree that the primary objective of their data-and-analytics activities is to generate new revenue. We asked about data monetization as one such way to create revenue, and the results suggest that these efforts are fairly new. Of the 41 percent of respondents whose companies have begun to monetize data, a majority say they began doing so just in the past two years.

Look outside for innovation.

Once companies’ data-and-analytics foundations are in place, they may still find that the most innovative solutions can best be sourced externally, by partnering with others in
the data ecosystem.

Skydeo helps data providers monetize their mobile data through the Skydeo Audience Maker (SAM) and direct relationships with top brands and agencies.  Benefits for app publishers include:

  • New Revenue at 100% Profit without interfering with In App Purchases or existing Advertising/Video revenue
  • Privacy Compliant – 100% User Opt-In only
  • Aggregated and Anonymous
  • Not Competitive – other marketers cannot target your users
  • Skydeo handles all the technology, sales and marketing to make your data monetization efforts successful.
Learn How to Monetize Data

 

Data_Monetization_Survey
How to Target Mobile App Users in Google Adwords

How to Target Mobile App Users in Google Adwords

Google Adwords Remarketing enables advertisers to target app users (Apple IDFA or Android Ad ID lists) and CRM data (email lists) directly via the Adwords interface.  Skydeo AppGraph enables advertisers to use custom audience lists (IDFA/AAID) for targeting users directly through Adwords.   While technologically the same implementation- using Skydeo custom audiences lets advertisers target prospects not just existing app users or website visitors.   For marketers looking to conquest competitors or  tailor creatives to specific audience attributes  this feature can drive huge performance returns.

How do I target mobile ad ids in Google?

  1.  Sign in to AdWords
  2. Click Shared Library.
  3. Click Audiences.

4. Click Mobile App Users

5. Click upload advertising IDs/IDFAs

6. Select the CSV file containing your custom audience list

Requirements
File uses the .csv format and is no more than 100MB
Android advertising IDs or iOS IDFAs are listed one per line

7. Name your file.

8. You may need to select an app (choose your own or another).

9. Include a description of the custom audience.

10. Upload the list.

11. Add your “Mobile app users” list to your campaign or start a new campaign.

12. To show ads on the Display Network, add your list to a “Display Network only” campaign.

13. Open the campaign, click the Display Network tab and click + Targeting
14. Choose your campaign and ad group.
15. Click “Add targeting” and select “Interests and remarketing,” then click “Remarketing lists” and select a list.
16. Click Save

Contact Skydeo today to for a custom mobile audience for your data-driven marketing.

 

How Top Publishers Use Mobile AppGraph Data To Drive Ad Targeting

How Top Publishers Use Mobile AppGraph Data To Drive Ad Targeting

Facebook, Twitter and Snapchat have been using the app inventory of mobile devices  (or AppGraph) to drive targeting and performance for advertiser campaigns for a while.  YouTube has also joined the ranks of top publishers using the AppGraph to drive results.

Diya Jolly, Senior Director of Product Management at YouTube

Diya Jolly, Senior Director of Product Management at YouTube

According to TheDrum:  Diya Jolly, director of product management at YouTube and product lead for monetizing the site, detailed the launch of the new tools: Custom Affinity Audiences; Director Mix; Video Ad Sequencing; plus updates to how it works with measurement tools from Nielsen and Oracle.

Custom Affinity Audiences is a targeting tool that lets advertisers segment and target YouTube viewers based on intention signals derived from their search history or the kind of mobile apps they have installed.

Earlier this year, YouTube also eliminated the use of 3rd Party pixels from the platform.   For marketers who used cookie-based ad serving or DSPs, the impact was immediate and reduced their cross-device capabilities.

Walled Garden:   When YouTube was just a bunch of home videos of kids falling off skateboards, Google made YouTube very open.  Now, YouTube is one of the premier platforms for video content distribution so stopping data leakage became a priority.    The combination of Custom Affinity Audiences and eliminating 3rd Party pixels clearly demonstrates YouTube is setting itself up as a walled garden where you can target all sorts of data but you can’t take it with you.

Skydeo AppGraph for In App Ad Sales

Imagine you run ad sales or ad operations for a publisher selling video ad units or rewarded video.    Maybe you offer advertisers some interesting first party data (like a rainy day segment from a weather app) but chances are the targeting options your company is offering is the same as they were on desktop – placement,  volume, some outdated cookie audience metrics from Comscore or Nielsen.

Facebook and YouTube have raised the bar with superior targeting capabilities.  Advertisers can reach their competitors’ users directly as well as drive high value, look-alike audiences from affinity insights.    Assuming you have the audience and scale, how do you plan to compete without the same type of targeting?

For publishers looking to close more in app opportunities in Q4, Skydeo AppGraph lets you respond intelligently to RFPs and sell/serve ads just like Facebook/YouTube.  Whether by single campaign or always on, we can easily integrate with your ad server, DFP or DMP.

Contact Skydeo for Ad Sales

 

 

 

People-Based Measurement Study

People-Based Measurement Study

Our partners at LiveRamp released a new study on People-Based Measurement and the impact it would have on marketing.

Key insights from the study include the following:

  • Identity Resolution is Key to Accurate Measurement: 94 percent of marketing professionals report that a lack of “people-based” measurement capabilities makes it more difficult to create a complete view of cross-media exposure and link that view to performance metrics – such as sales and brand lift – to accurately assess marketing ROI.
  • There are Common Challenges Organizations Face in Implementing People-Based Measurement: These challenges include not having the ability to link disparate data sets together for analysis (49 percent), not having identity resolution technology (48 percent), not knowing where to get started (42 percent) and not having access to enough offline sales data (42 percent).
  • People-Based Measurement is the Starting Point for Creating Better Customer Experiences and Unlocking the Value of Data: Marketers and advertisers indicate the benefits of implementing people-based measurement extend beyond calculating campaign ROI:
    • 75 percent of respondents indicate it will help them improve targeting and/or real-time campaign optimization
    • 72 percent of respondents indicate it will help them optimize customer and prospect insights and improve product strategy, and/or improve the consumer experience
    • 96 percent of respondents indicate identity resolution will be key to unlocking the value of their company’s data assets in the coming years
  • While People Based-Measurement is not Yet Widely Implemented, There is Increased Investment on the Horizon:Nearly 70 percent of marketing and advertising professionals share that they have not yet implemented people-based measurement but plan to in the next three years. Additionally, over the next three years, 56 percent of respondents report that they plan to increase their in-house analytics capabilities, while 52 percent plan to invest more in marketing analytics technology.
Brian Anderson - Luma Partners

Brian Andersen – Luma Partners

“It’s clear that identity resolution is key to solving challenges with cross-media measurement,” said Brian Andersen of LUMA Partners, “as well as helping marketers improve the consumer experience.”

LiveRamp CMO Jeff Smith

LiveRamp CMO Jeff Smith

“We all know that marketers, media companies, and measurement vendors struggle to stitch together an understanding of the total
audience reached across traditional and digital channels,” said Jeff Smith, chief marketing officer at LiveRamp, “and even more importantly, tie omni-channel marketing exposure to key performance metrics like sales and brand lift. This study, however, for the first time highlights the true underlying challenge and a potential solution to this conundrum.”

Salesforce Data Studio – Krux Link

Salesforce Data Studio – Krux Link

A recent AdExchanger article announced Salesforce Data Studio, a new data sharing platform that evolved from Krux Link.  The goal is to give advertisers more validated data while protecting publishers from data leakage during the exchange.  How Salesforce plans to protect mobile advertising IDs was not disclosed.

And, since the data sharing platform isn’t priced on an impression-based CPM model, the company claims there’s less incentive to push volume at the expense of quality.

“We do not sell media or monetize data, so we don’t have incentives to push any media platform with data attached to it or the value of our own data,” said Jonathan Suarez-Davis, chief strategy officer for the Salesforce Marketing Cloud. “We’re providing a platform for the publisher and marketer to share their data in a trusted, secure environment.”  Data markets have become a big thing in recent years. BlueKai – now Oracle DMP – had a big data mart where marketers could buy practically any data set, though it didn’t have a reputation for being highly curated. 

Skydeo enables advertisers to license data on subscription basis or CPM based model.  Skydeo’s data monetization enables app developers and publishers a secure, anonymous way to monetize user data based on the Skydeo AppGraph and Location Audiences.   Skydeo is not a data marketplace and does not sell media.  For more information about the Skydeo Audience Maker (SAM) contact us.