Jason Pratt, North America Managing Director @ Kenshoo
Jason Pratt, North America Managing Director @ Kenshoo
Advertising partnerships. A lot of technology companies use the “P-word” often, but what does it truly mean? In today’s guest post, Kenshoo’s Managing Director, North America, Jason Pratt, shares his point-of-view on how brand and agency marketers might best evaluate this crowded space.
As an in-house brand team or an agency managing media budgets for performance, you probably want outside opinions from time to time regarding what to do, what strategies to use, what ad units work for what types of advertisers, etc. You have a few options of whose help to use.
You could do all the analysis and decision-making yourself.
You could also hire an outsource partner and hand it off entirely.
Both of those options are viable, but the vast majority of brands and agencies that I’ve seen do something in between. They listen to and work with external parties like publishers, consultants, vendors, and ad networks and take some of the recommendations they give while rejecting others.
It seems to me that the value of a partner in the media space is based on the quality of the recommendations they give over time. A partner that continually gives either poor-performing or self-serving recommendations won’t thrive and grow—the market will punish them out of existence. A partner that gives high-performing and brand-enhancing recommendations will thrive and grow over time.
Therefore, it follows that one way to gauge the overall value of a partner is to look at how it has performed as a company in the market and for how long. Just as Darwinism weeds out the poor performers over time, marketplace longevity is a good indicator on which partner companies deliver real value and which are not.
Advertising partnerships… how do you know which are good or bad?
But there are caveats to this rule. Publishers themselves enjoy a special place in the market. They don’t necessarily have to give good recommendations to survive because they are the unavoidable options for advertisers and agencies that want to grow revenue.
Publishers such as Google, Facebook, Instagram, Amazon, Microsoft, Pinterest, and Apple are fantastic consumer companies that all of us can recognize give consumers what they want, leading to their impressive user and revenue growth over time. But, as long as their media products perform (and they do), they can rely on that fact, and just convince you to continue to experiment with different approaches until they find the one that works. In the meantime, you’re spending with them anyway.
But how much does this built-in momentum impact their ability to see what really drives value for brands? Will sub-optimal recommendations from one of the must-have publishers cause an agency or an advertiser to stop advertising on their properties? Not usually. It, of course, might impact the number of dollars a brand allocates to that property but isn’t likely to cause them to stop spending there altogether. The inherent strength of the media’s performance blunts the blow of bad advice.
And, of course, my post here is a bit self-serving. Kenshoo has been in the market for well over a decade continuously growing in a very competitive space. Our customers have grown with us.
If you’re evaluating us (or any partner), you might look at the track record we have as a validation of the fact that we generally give good recommendations and our technology works. Of course, nothing is 100% certain in the world of advertising, but the market doesn’t lie either, over time.
Any company, agency, or technology that’s been growing and thriving for a long time is most likely doing something right. You’d be wise to take their recommendations seriously. They know their reputation and their long-term future rides on the quality of those recommendations. You can benefit from their thinking because of it.
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Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | trackingapi.trendemon.com |
Cookie Name | trd_gvid, trd_gavid_2003 |
Cookie Expiry | 7979 years 6 months 2 weeks 1 day 22 hours 48 minutes 21 seconds |
Accept | |
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Name | |
Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | .kenshoo.com |
Cookie Name | trd_first_visit |
Cookie Expiry | 1 year |
Accept | |
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Name | |
Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | .kenshoo.com |
Cookie Name | trd_exitintentclient |
Cookie Expiry | 1 year |
Accept | |
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Name | |
Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | .kenshoo.com |
Cookie Name | trd_cid |
Cookie Expiry | 1 year 25 seconds |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | kenshoo.com |
Cookie Name | s-9da4 |
Cookie Expiry | 15 minutes 25 seconds |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | kenshoo.com |
Cookie Name | kenshoo_tapad_id_sync |
Cookie Expiry | 1 day |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | kenshoo.com |
Cookie Name | kenshoo_id_match |
Cookie Expiry | 1 week |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | .xg4ken.com |
Cookie Name | kenshoo_id |
Cookie Expiry | 1 year |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | kenshoo.com |
Cookie Name | d-a8e6 |
Cookie Expiry | 1 year 25 seconds |
Accept | |
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Name | |
Provider | google.com |
Cookie Name | pagead/1p-user-list |
Cookie Expiry | Session |
Accept | |
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Name | |
Provider | google.com |
Purpose | Used by Google AdWords to re-engage visitors that are likely to convert to customers based on the visitor's online behaviour across websites. |
Host(s) | google.com |
Cookie Name | ads/ga-audiences |
Cookie Expiry | Session |
Accept | |
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Name | |
Provider | Owner of this website |
Host(s) | .pardot.com, kenshoo.com, www2.kenshoo.com |
Cookie Name | visitor_id#-hash |
Cookie Expiry | 10 years |
Accept | |
---|---|
Name | |
Provider | Trendemon |
Host(s) | trackingapi.trendemon.com |
Cookie Name | api/events/pageview |
Cookie Expiry | Session |
Accept | |
---|---|
Name | |
Provider | Trendemon |
Host(s) | trackingapi.trendemon.com |
Cookie Name | api/events/uplift |
Cookie Expiry | Session |
Accept | |
---|---|
Name | |
Provider | Trendemon |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | kenshoo.com |
Cookie Name | trd_ctahistory |
Cookie Expiry | Persistent |
Accept | |
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Name | |
Provider | Google Tag Manager |
Host(s) | kenshoo.com |
Cookie Name | _uetsid_exp |
Cookie Expiry | Persistent |
Accept | |
---|---|
Name | |
Provider | Owner of this website |
Host(s) | kenshoo.com |
Cookie Name | _uetvid_exp |
Cookie Expiry | Persistent |
Accept | |
---|---|
Name | |
Provider | Owner of this website |
Purpose | Enables the website to make variations of their landing-page. This is used to minimize bounce-rates, which means that fewer users leave the page immediately. |
Host(s) | kenshoo.com |
Cookie Name | ub-emb-id |
Cookie Expiry | Persistent |
Accept | |
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Name | |
Provider | adsrvr.org Pixel |
Purpose | Presents the user with relevant content and advertisement. The service is provided by third-party advertisement hubs, which facilitate real-time bidding for advertisers. |
Host(s) | adsrvr.org |
Cookie Name | track/cmf/generic |
Cookie Expiry | Session |
Accept | |
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Name | |
Provider | |
Purpose | This domain is owned by Twitter. The main business activity is: Social Networking Services. Where twitter acts as a third party host, it collects data through a range of plug-ins and integrations, that is primarily used for tracking and targeting. |
Host(s) | twitter.com |
Cookie Name | personalization_id |
Cookie Expiry | 730 days |
Accept | |
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Name | |
Provider | lionbridge.com |
Purpose | This cookie is associated with TrenDemon, a content marketing attribution tool. |
Host(s) | kenshoo.com |
Cookie Name | trd_utmcampaign, trd_utmsource |
Cookie Expiry | 1 year |
Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.
Accept | |
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Name | |
Provider | |
Purpose | Used to unblock Facebook content. |
Privacy Policy | https://www.facebook.com/privacy/explanation |
Host(s) | .facebook.com |
Accept | |
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Name | |
Provider | |
Purpose | Used to unblock Google Maps content. |
Privacy Policy | https://policies.google.com/privacy?hl=en&gl=en |
Host(s) | .google.com |
Cookie Name | NID |
Cookie Expiry | 6 Month |
Accept | |
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Name | |
Provider | YouTube |
Purpose | Used to unblock YouTube content. |
Privacy Policy | https://policies.google.com/privacy?hl=en&gl=en |
Host(s) | google.com |
Cookie Name | NID |
Cookie Expiry | 6 Month |