Case Study

Tribune Publishing Uses Krux’s Next-Gen DMP to Create Precise Audience Segments And Boost ROI

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Tribune Publishing is no novice to data management technology — it was one of the first publishers to implement a data management platform (DMP). The media company understood early on the critical role of data for unlocking audience insights and delivering smarter content and advertising experiences.

The Challenge

All too soon, however, Tribune Publishing discovered that its DMP solution didn’t have the capabilities to support its growth. The publisher needed a DMP with the horsepower to unify data from its portfolio of 10 award- winning news brands — including the LA Times and Chicago Tribune — totaling an aggregate of over 42 million (and growing) unique monthly visitors.

With digital news consumption increasing at a furious rate, Tribune Publishing also needed a DMP provider that could deliver advanced functions such as customized segmentation, contextual targeting, audience discovery and real-time campaign optimization. Tribune Publishing’s ambition: transform into a digital media company through the right people and technology reinforcements. That meant the company needed to replace its DMP with a far better one.

Lori Tavoularis, VP of Programmatic and Platform at Tribune Publishing, explained, “The first DMP we implemented provided only basic audience demographics, so we knew very little about our readers’ interests and behaviors and in turn, we couldn’t meet marketers’ demands for specific audience packages.” 

The Solution

Tribune Publishing chose Krux DMP for two chief reasons: Krux’s robust Audience Data Management solution and complete architecture that provides the total view, recall and capture of 100% of people data across all systems and silos at any time and in real time.

Beyond these capabilities, as Tribune Publishing has discovered, Krux provides even deeper benefits.

Krux DMP unifies people data from Tribune Publishing’s 10 news brands, analyzes the data to understand each individual’s preferences, and activates the data across every channel (desktop, mobile, social, display, web, set-top) in real time.

Krux’s data management capabilities enable Tribune Publishing to create high-value audience segments — that can be further subdivided into unlimited groups — to sell both directly and programmatically.

Additionally, because Krux is built upon a complete architecture, Tribune Publishing can retrieve and activate its people data at any time, even if it wasn’t previously defined. That means instant data intelligence and activation — with no business delay.

Added Tavoularis, “The modern media company must have the agility to meet marketers’ out-of-the-box demands. Krux is one tool that empowers Tribune Publishing to meet our clients’ needs for highly specific audiences and real-time campaign adjustments that meet or exceed conversion goals.

What’s more, through Krux Link, a solution that helps publishers sell inventory directly to marketers, Tribune Publishing can efficiently and securely maximize advertising revenue.

What’s great about Krux Link,” said Tavoularis, “is that it allows us to sell segments offsite, giving us the ability monetize our audience even after we’ve run out of inventory.” 

The modern media company must have the agility to meet marketers’ out-of-the-box demands. Krux is one tool that empowers Tribune Publishing to meet our clients’ needs for highly specific audiences and real-time campaign adjustments that meet or exceed conversion goals.

The Results

The Results

Within a few short months, Tribune Publishing saw exponential ROI on its Krux investment. The ROI dividend, which continues to grow over time, is only one of several benefits that Tribune Publishing is experiencing with Krux.

Implementing the right data management technology was only half the challenge; change management was the other,” said Tavoularis. “My goal was to gain vast adoption of Krux DMP across the entire organization, enabling every department to reap the benefits of real-time data intelligence.

Krux squarely rose to the challenge, proving itself as a technology partner, rather than just a vendor. The Krux solutions team collaborated regularly with Tavoularis’ team to set objectives, track progress, advise on platform usage for specific client campaigns, and recommend data best practices based on the specific goal of each department within Tribune Publishing.

Today, multiple groups at Tribune Publishing leverage Krux DMP — from sales, engineering, to marketing.

The Krux team really dug in their heels, endeavoring to understand and designing a prescriptive plan to meet the needs of each specific team. Krux was instrumental in helping to spread the DMP gospel,” said Tavoularis.

No doubt, Tribune Publishing is well on its way to becoming an iconic digital media company that runs on data. 

 

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