Foxtel’s Journey of In-House Display Buying and the Democratisation of Data in MarketingWillem Paling – Head of Online Performance & Analytics

1. Digital Media Buying: our first foray into marketing-owned data…

2. Consolidating the marketing tech stack and taking control

3. Changing expectations and relationships – what it means to own data within marketing

4. The data encounter: telling marketers how to do their jobs

5. The next phase: Broader Democratisation of Data

In-House Display Buying and the Democratisation of Data in Marketing

Digital Media Buying: our first foray into marketing-owned data…

Looking under the hood of our agency adserver

Trialling direct deals & extending on what works

Foxtel associated pubs & networks

Others

Setting up a Demand Side Platform (DSP)

Incremental reach

Behavioural targeting

Contextual messaging

We then looked towards bringing on a DMP

Consolidating the tech stack and taking control

The quick wins stop when you need customer dataWelcome IT to your ad-tech stack…

And Legal…

Bring IT on the journey(and legal, and data warehouse)

Realise the benefits of in-house knowledge and

ownership

Introducing our tech stack

Trading Desk

Video Buying Affiliate

programAdserver

s

SEM Platform

Ad visibility

SEM Monitorin

geDM

Platform

Display platform

Native advertisi

ngAnalytics

1. Governance – balancing accessibility and empowerment with the risk of bad decisions, misinterpreted data.

2. Architecture – managing with less IT involvement brings agility but also risk.

3. Resourcing – in-house can be less attractive than big media agencies.

4. Retention – smaller teams means impact of staff leaving is far greater.

Challenges of Marketing Owned Data

To balance the risk, you still need reliable agency partners who’ve doneit all before

Our New Agency Partnerships

Our partnership with our media agency

Campaign

planning &

Strategy

Sponsorship

Premium

DSP

Premium/

Catch up

Open Exchang

e

Brand Video SEM

Exchange

Deal IDDirect buys

RetailDisplay

Deal ID

Affiliate Social

Google Preferre

d (TV Increme

ntal)

Partners

Planning & ImplementationStrategy

Engagement

Acquisition

Business Science

MarketingStrategy

Econometrics

Attribution

GoogleBing

Our partnership with our data agency

Implementation

Data Strategy

Best PracticeOperations & Reporting

Our Internal Relationships:How can we go about telling marketers how to do their job

Vanity reports and showcases“300 million impressions for a 10k spend – a clear ROI!”“We generated 110 conversions!”“We build 40 pages, and did 14 interviews!”

• Knowledge and the colonial encounter – the scientific method voids the collective knowledge of your culture.

• Overcoming resistance: empowering marketers to self-serve.

• Challenges of marketing managers – the desire for vanity reports

Managing the data encounter:To empower or prescribe?

Accessing digital media performance data

Accessing internal performance data

Our key learnings• Don’t underestimate the capacity of non-technical

business units to own their own data and tech.• Data-driven marketing requires technical marketers –

not just requirements into IT and a project delivered.• Ask the question – are the best outcomes achieved by

delivering insights and prescribing actions? Or empowerment?

Foxtel’s Journey of In-House Display Buying and the Democratisation of Data in MarketingWillem Paling – Head of Online Performance & Analytics