But it’s Tribune Publishing’s direct sales team that dives deepest into its DMP data – particularly to develop contextual and behavioral segments.
“Targeting via first party or third party can be narrowing,” Tavoularis said.
The DMP shows connections that aren’t intuitive – for instance, a car advertiser targeting truck enthusiasts and auto intenders might perform strongly among moms and can adjust its ad targeting accordingly.
The DMP can show six segments that performed well on the KPIs, as well as lookalike segments that performed just as well. Tribune Publishing can optimize based on those segments and achieve greater scale, since advertisers can expand beyond the small buckets of their original targets.
Tribune Publishing also hopes to execute reach extension to local buyers in-house, via Centro’s SiteScout DSP. It just finished an integration with the Krux DMP to enable buys based on Tribune’s first-party data.
“That has started to be a huge push for us with local, regional advertisers,” Tavoularis said. “Most national right now has their own resources, but specific advertisers in Chicago or LA are looking for impressions in their DMA” that also have attributes like an “LA Times reader.”
Tribune Publishing is also using its DMP to boost its subscribers. It can offer specific messaging to cross-sell or upsell users based on what products they are currently using.
“Being able to identify where someone lives in our subscriber funnel has been integral in finding those users and converting them,” Tavoularis said. “It’s a big part of our revenue strategy as a corporation.”
Using its subscriber data, Tribune attracts new readers on Facebook and Twitter. It will look at people who liked an article, remove those who are already subscribers and then retarget those users on Facebook or Twitter.
The wide variety of applications of Tribune’s data speaks to its importance in marketing today.
“I think data is going to be the core of what we do, whether it’s marketing, direct sales or programmatic,” Tavoularis said. “What we’re able to do creates a far more meaningful one-to-one marketing experience. It’s going to reduce waste and give advertisers more well-performing campaigns, which ultimately means more revenue for us.”