While the earliest version of ForbesOne began with 22 audience segments built using user behavior across its website, the platform now synthesizes data from 70 different datasets, allowing every part of the organization to have a nearly real-time picture of how content, users and customers are all behaving across Forbes’s products.

Leadership hopes ForbesOne can help insulate Forbes from the revenue crunch coming with the end of third-party cookies. But there are also hopes the visibility and insights available from ForbesOne can be used across the organization: A product manager might use the way people consume Forbes content before and after virtual events to change the experience future attendees get, or an editor might use content consumption reports to inform future coverage or distribution strategies.

“This is not to replace [our existing products], but to build something better,” Forbes chief revenue officer Jessica Sibley said.

Like most publishers’ first party data platforms, ForbesOne relies principally on the kinds of content people read on Forbes’s site, which newsletters people subscribe to as well as attendance at virtual events and affiliate data pulled from its shopping content.

For demographic data, it relies on a combination of inferences and zero-party data provided directly by Forbes readers, such as job titles. A number of recent product additions have expanded the scope of who ForbesOne can reach.

Forbes put up a paywall on its site last October, a move expected to provide more logged in, known users in addition to incremental consumer revenue; in December, Forbes announced the launch of Forbes Global Properties, a real estate marketplace aimed at high net-worth users; then in January, Forbes launched a newsletter program designed to attract new writers to bolster the publisher’s paid newsletter program (it operates 30 paid newsletters already).

Forbes even sent readers messages asking if they’d answer questions about themselves in return for a more relevant advertising experience. All those, plus dozens more, are pooled to offer advertisers different segment, including several proprietary ones, many of which are anchored to existing Forbes franchises and communities, including Under 30s, small business owners, luxury travel, and finance professionals. All told, Forbes can reach 40% of its audience using ForbesOne, either through a combination of logins, subscriptions, email or lookalike modeling, a spokesperson said.

The higher cost of reaching those segments is “competitive” with what it would cost to target those people with third-party cookies, said Adam Wallitt, the group vp of data strategy, though he did not provide specific prices.

“We want to be able to look at that core audience and figure out what they do across all our platforms,” said Alyson Williams, Forbes’s svp of digital …read more

Source:: Digiday

Author: Aaron