Formed in 2009, the Archive Team (not to be confused with the archive.org Archive-It Team) is a rogue archivist collective dedicated to saving copies of rapidly dying or deleted websites for the sake of history and digital heritage. The group is 100% composed of volunteers and interested parties, and has expanded into a large amount of related projects for saving online and digital history.
Data Activation.
ES Moments
Watch our video to see how Kronenbourg used ES Moments
Roughly 80% of our data is first party, but this varies by segment, and by day.
Login data, browsing, search and engagement data from across Independent.co.uk, standard.co.uk, indy100.com and homesandproperty.co.uk, as well as across our co-brands (including Secret Escapes) and all of our shopping data form the ecommerce sites IndyBest, ESBest, ES Offers and Shop London. We also use log files to identify groups of users who have interacted with advertising running across our sites.
First Party is the data that we collect on our sites, and includes everything from the age and gender information our users provide when they register, to which social media sites they share our articles on. Anything collected by clients on their properties and shared with us is second party data, whereas anything else (such as data bought in from data suppliers) is considered third party. Third party data methodologies are rigorously checked by the ESI data team, and run against Nielsen's Digital Ad Ratings tool to ensure suppliers' data has the same level of accuracy as our own.
We use third party data when our proprietary insight studies have identified the presence of a particular audience, but our site set up or content creation does not allow us to identify them within our own datasets. For example, a study into sports interests may uncover a group of users interested in Mixed Martial Arts, however we only have limited content related to MMA currently written on our sites. We would then turn to our providers Bombora, Quantcast or Visual DNA to identify our MMA-loving audience.
We recommend a mixture of both types of targeting across digital campaigns, with contextual targeting focusing on where your ads appear, and audience targeting focusing on who your ads are shown to. Contextual targeting can also be used to increase brand safety, ensuring brands avoid topics such as terrorism.
Audience targeting segments are built from our most engaged users. As such we see viewability increase by an average of 28% when compared to run of site delivery, while engagement metrics increase by 45%.
We can offer lookalike modelling to identify groups of users who have similiar behaviours, interests and demographics to the original seed group. This is based on algorithms which take into account all of the data points we hold on a particular user, and identifies which attributes are most unique to the original seed group and index our users against those attributes. We then loosen the definiton to find a group of users who index just as strongly on these attiributes, but who have not fallen into the original seed segment. For more information on this, speak to the data team.
There is a 20-40% increase on ratecard with options for discounts based on volume. ESI sales reps can strike a deal, but due to the additional costs for running our data management platform - plus the additional benefits - these campaigns will always be charged at a premium.
Currently, first party data can be activated off-site via our audience extension offering via our seats on The Trade Desk, but conversations can be held on a case-by-case basis.
Our Data Management Platform allows for server-to-server integrations with almost all other platforms. It takes about 2 weeks for ingestion to be completed. We also place our secure tags onto clients' websites to identify current converters, which we then overlay with our own data for insight generation and negative targeting.
We can target a user that has seen or clicked on any direct sold digital ad and serve them with sequential targeting to build a brand's story or encourage interaction.
We can target users via cookies for up to 90 days, in line with EU data protection laws. However, we vary our look-back periods dependent on the segment. For example, a segment of users looking for a house will have a much longer lookback period than a user looking to book theatre tickets.
The numbers against each segment refer to an approximate number of monthly unique visitors across the ESI portfolio. For accurate impressions figures, ESI's ad operations team can provide availability estimates.
