Cookies don’t buy products, people do
Franรงois-Xavier Pierrel | Regional Manager, atlas@facebook
is a measurement and delivery platform for digital advertising which provides people-based analytics
people based measurement Cross channels search affiliation offline
adserving
emailing TV
tracking measuring
social display
instore msn yahoo twitter CNBC deezer 24/7
tf1 linkedin
tumblr
Cross publishers
Cross devices
Context
people-‐based measurement
1B
people monthly on mobile
20%
of mobile Internet minutes
1.3B
people online
50%
of people on the Internet
Cookie vs People Repor4ng
All
Publisher Geography
Device
Age
Marital Gender Status
Likes/ Fans
Cookies People
Generate report slices at the adver4ser, campaign, publisher, ad set, placement, package, and crea4ve levels.
Lookalikes
Percent of people with One Atlas cookie 100% 90% 80%
ASer just 5 weeks, only 54% of People were seen with only 1 cookie.
70% 60% 50%
46% were seen on m u l 4 p l e c o o k i e s , oSen far more than 1.
40% 30% 20% 10% 0% 1 day
1 week
2 weeks
3 weeks
4 weeks
5 weeks
6 weeks
Users by cookie count 30%
25%
Device prolifera4on is extensive. Only ~27% of FB users were seen with just one FB cookie.
20%
15%
10%
5%
0% 1
2
3
4
5
6
7
8
9
10
>10
54% of converters saw their first ad over one month prior Days from first ad exposure to conversion
35%
By unifying a person’s ad history across devices and over 4me, the path to conversion is longer and richer than cookies would indicate.
30%
Cookie
25%
FBID
20%
54% of people saw ads over a month before conver4ng.
15%
10%
5%
0% 0-‐10
10-‐20
20-‐30
30-‐40
40-‐60
The histogram of 4me from first ad impression to conversion is shiSed right.
measurement Â
Know all your touch points, 4e them to people
€
€
€
Publishers / Channels / Devices used in my media plan
€
Facebook Ads on mobile
€
MSN Rich Media Ad on PC €
Google search on tablet
HomePage on yahoo
€
emailing
Measure against your objec4ves Last Touch: Last interac4on gets 100% of credit
PosiLon Based: Assign custom weights to various points in the chain of interac4ons
First Touch: First interac4on gets 100% of credit
Time Decay: Shape of the decay curve varies based on the type of product.
Linear: Each interac4on gets equal credit
Custom, sta4s4cal models based on regression analysis
Which publishers contribute to unique reach Publisher 1 Publisher 2
Publisher 3
This area is the Unique Reach contributed by Publisher 2. Reach & Overlap report shows the percent of the total “surface area” (i.e. reach) that is unique to each publisher.
Reach and overlap: winter 2013 % of campaign reach that is unique by publisher Tech/tecl adverLser, Q4 2013 16%
180,000
14%
160,000 140,000
12% Unique Reach
120,000
10% Imps MM
100,000
8% 80,000 6% 60,000 4%
40,000
2%
20,000
0%
0 Pub1
Pub2
Pub3
Pub4
Pub5
Pub6
Pub7
Pub8
Pub9
Pub10
Pub11
Pub12
Pub13
Pub14
Pub15
P u b 1 a n d P u b 3 d e l i v e r incremental reach, i.e. people not found elsewhere. Pub2, by comparison, increases frequency on people seen across other publishers.
Global MTA
Advertising activity
3rd party tracking MTA for offline conversion events € €
€ €
€ €
€
3rd party Data providers
Q & A