Selling to cookie pools

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Published by: Allison Funkhouser , OTC Markets Group, us
Published on: June 12, 2012

Does anyone have any feedback or suggestions for commoditizing my cookies into cookie pools? I'm wondering if this is a good way to make extra money or if it is going to devalue my audience in the long run. Any help would be appreciated.

Thanks!

Comments

#1 Jalal Nasir - September 11, 2012

Allison,

Depends on your inventory and how the outside vendor is going to sell your data. Ask for details!
How valuable is the audience that you attract to your site?
A good way to gauge that is by finding the average cpm of your US based audience.
If you are in vertical focused site ( e.g. finance), i am sure you can charge a higher price for selling your data.

my 2 cents: talk to a few companies/vendors before you settle on one.

Jalal

#2 Allison Funkhouser - September 11, 2012

Rajesh,

Thanks for the reply! I have an outside vendor interested in taking my cookied customers and selling the ads in 3rd party inventory. Does that make more sense? Can you explain a bit more about your solution?

Thanks!

#3 Rajesh Kallidumbil - August 13, 2012

Allison,

Need a bit of clarification on your original question.

Are you trying to create cookie pools for various customer segments (for illustration purpose - institutional investors, retail investors, traders, dealers) and selling ads against these cookie pools on 3rd party inventory (or your own inventory)?

If I understand you correctly, something similar is being attempted by publishers like Ziff Davis (please look at the BuyerBase product from Ziff Davis).

It is a good way to make more money by diversifying the (advertising) products that you can take to your advertiser.

I dont think there would be an effect on your audiences in the long term.

PS: In the interest of full disclosure - I am the founder of a plug and play provider of trading desk solutions for publishers.

Rajesh