Putting your declared data strategy into action

To successfully implement a declared data strategy there are some challenges to overcome, in this article we briefly tackle the major questions, but will expand on these areas in future articles and case studies. If you missed it, read our post on How declared data will save the publisher business.

Creating the ideal conditions for declared data

To support their declared data strategy, publishers will need to create an experience for the user that encourages them to share personal data by focusing on these elements:

  • Relevance: Asking someone what brand of car they are planning to purchase will be hugely relevant to someone browsing an online automotive marketplace but less so on a cycling site.
  • User Experience: Using a branded native widget in a highly visible but non-disruptive location to overcome banner blindness.
  • Habit: Making micro-surveys a consistent feature on your web properties, will increase user comfort and trust when interacting with them and will help to form a habit of sharing data for personal benefit.
  • Incentive: Rewards can boost engagement (e.g. tell us about your favourite car brands and we’ll buy your next coffee), but providing insights and personalised content can also be be just as effective (e.g. 16% of people have also answered they are planning to buy an SUV and here is a link to a shopping guide). Ad control can also be a powerful incentive (e.g. thanks for confirming your recent car purchase, we will not serve you any car ads for 12 months).

Mockup of a native widget with an integrated rewards system. Learn more.  

Is declared data a valid approach for all publishers?

A declared data strategy is not for everyone because there is a technology cost of entry and you need the capability to monetize declared data through advertising products or other means to enable a positive return on investment.

This approach is a perfect fit for publishers who already have basic first party data integrated into their business, but are searching for ways to take it to the next level. If you are a publisher who has onboarded a DMP but are finding that the data is not actionable or granular enough, then declared data could be the solution for you.

What technology is needed?

To implement a declared data strategy, different technology will be required depending on the type of personal data being collected. It’s important to note that a DMP is usually not sufficient on its own to create declared data because a DMP cannot normally serve a user with a micro-survey widget, registration form or poll.

The following diagram is one example of an integrated tech stack needed to support micro-surveys:

  1. Micro-survey admin platform to setup the questions for users, control rules for delivery, target DMP segments and report on user engagement.
  2. Cross-device native widget or ad unit to deliver the micro-survey to the user.
  3. Rewards / paywall platform and payment infrastructure if incentivizing user engagement.
  4. DMP sync to send Q&A data to the publisher’s DMP for segment creation, enrichment and validation. An additional data lake integration will allow publishers to match declared data to their first party user IDs.

At Pureprofile we’ve combined these elements into a turnkey solution for publishers called Question Connect. Declared data will be an important part of the advertising ecosystem moving forward; publishers that embrace this new asset will gain significant competitive advantage that will help them to survive and thrive in the years to come.

About author – Alexx Cass is an expert in digital media, programmatic ad tech and audience measurement with more than 18 years experience in the online industry. In his role as Global SVP Publisher Solutions at Pureprofile Alexx oversees the global strategy, sales & operations for all programmatic & data solutions for publishers. View LinkedIn.

 

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