SHE Media began implementing Permutive in early 2020 and began targeting with first-party data in July 2020. The company had two main goals for the partnership: create a first-party data strategy to increase audience scale and expand its understanding of its audience composition.
Building a first-party data strategy
Working closely with Permutive, SHE Media was able to create a robust first-party data strategy that included: building first-party segments, uncovering audience trends and growing the scale of audience segments. It educated its sales team to make sure they were ready to go to market with first-party audience data. It did this by creating awareness materials around the issues with third-party cookies and teaching the sales team how to communicate audience trends to clients. This has led to faster onboarding and higher adoption across teams because they are able to access data faster and the platform is easier to use.
Using IBM Watson tagging to create relevant behavioral segments, the publisher is now able to sell into new industries, including pharma and retail. It was able to win new business from a large retail wholesaler by using first-party data to create intent based segments and find new users that could be interested in memberships with the retailer.
Improving advertiser relationships
The team has a goal to include first-party data on every campaign and has built standard practices to drive progress. Sellers are now confident handling questions from advertisers in RFPs around third-party cookies and explaining what SHE Media is doing to prepare for any new privacy requirements as well as the degradation of third-party cookies. The publisher works closely with advertisers to provide relevant first-party data segments, which grow over time for all campaigns and clients who advertise on the SHE Media platform. Now that they are able to surface more inventory on SHE Media sites, the small to midsize businesses that SHE Media supports have seen increased CPMs and revenue. With more effective audience segments, SHE Media is able to increase engagement and conversion for campaigns.