According to a report by WSJ, “Twitter plans to remove 3rd party data sources from its ad-buying system, becoming the latest tech company to put more distance between itself and third-party consumer data providers. The company currently offers data from outside firms to help advertisers target users on its platform, but early next year the company will end that integration and require advertisers to buy data on their own.”
Skydeo CEO Mike Ford said, “This is great news for data companies that have relationships with advertisers, agencies and who have sourced data with consumer consent. We have been a proponent of “Bring Your Own Data” since we started the company.” Skydeo works directly with advertisers and agencies to provide privacy-compliant, custom audience segments that can be activated directly in Twitter, Facebook and other ad platforms.
John Lee, Dentsu Merkle
It would appear that Twitter, like Facebook, is seeking to distance themselves from the perceived risks associated with third-party data,” John Lee, chief product and data officer at Dentsu Aegis agency Merkle, said. “By requiring advertisers to upload the data from their first-party seat, these platforms are ensuring that advertisers, not the platform or agency, is taking the accountability for the provenance and permissibility of the data they are injecting.”
Megan Pagliuca, Chief Data Officer
Megan Pagliuca, chief data officer at the ad-buying agency Hearts & Science, said Facebook’s move was good because clients should take responsibility for their own data strategy and build their own custom segments. “While it was a little inconvenient process-wise, we think it was the right thing strategically for our clients and business,” she said.
Closer relationships with data providers could push advertisers to create more granular audience targets instead of relying on “off-the-shelf” segments offered through Twitter, Ms. Pagliuca said. That could lessen the direct competition for certain audiences and potentially reduce costs.
Lyft recently raised $1.5 Billion to grow their ride sharing business and steal market share from Uber, the incumbent in the space. A key factor in driving rides and revenue is the number of drivers available or “Share of Drivers”. Skydeo surveyed ride sharing apps, analyzed each group of users and the overlap between them. We discuss these results in an Uber at CES in Las Vegas with a driver of both Lyft and Uber.
In a Skydeo AppGraph survey of Lyft Drivers, 65% of Lyft Drivers also used the Uber Driver app. In comparison, just 3.9% of all Uber Drivers also use Lyft Driver.
Lyft certainly has room to grow by stealing market share from Uber Drivers or at least co-existing with those drivers. Uber remains the market leader in terms of gross Uber Drivers and Riders.
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?
Sign in to AdWords
Click Shared Library.
4. Click Mobile App Users
5. Click upload advertising IDs/IDFAs
6. Select the CSV file containing your custom audience list
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.
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
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.