Podcast

Enhancing E-commerce Margins through Second-Party Data and Monetized Dead Space

e-Commerce brands are struggling with cost of acquisition, retention, and margins. They all need to find ways to increase revenue while providing a pleasant customer experience. Rokt is helping brands achieve this through a smart use of a retailers first party data and the utilization of dead space on their ecommerce website. Dead space is…

Sean Simon
2–3 minutes
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e-Commerce brands are struggling with cost of acquisition, retention, and margins. They all need to find ways to increase revenue while providing a pleasant customer experience. Rokt is helping brands achieve this through a smart use of a retailers first party data and the utilization of dead space on their ecommerce website. Dead space is considered pages where revenue isn’t being generated, typically an exit page like purchase confirmation. Listen in to hear how you can generate purely incremental revenue on every transaction.

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Sean speaks with James Simpson and discusses the three-sided network that their company operates in, similar to Google Ads. They have e-commerce partners, advertisers, and consumers. Their goal is to provide highly relevant ads to e-commerce sites and improve the consumer experience. The company was founded to solve the problem of relevancy in the transaction moment, where consumers are making purchases. They analyze data from e-commerce sites and advertisers to determine the best ads to show to each consumer. They prioritize data privacy and compliance with regulations like CCPA and GDPR. In this conversation, James Simpson discusses the opportunities for e-commerce brands to monetize their websites through advertising. He explains that brands can display third-party, non-endemic ads on their sites, creating a great user experience and generating additional revenue. Simpson highlights the different pages in the checkout process where ads can be shown, such as the upsells page, payments page, and confirmation page. He emphasizes the importance of providing compelling offers and using machine learning to optimize ad placement. Simpson also mentions that brands can acquire customers by advertising across other e-commerce checkouts. He concludes by discussing the easy integration process and the benefits of using text-based ads.
Takeaways
Chapters
Surprise & Delight
Personalizing the Post-Purchase Experience

Monetizing eCommerce Dead Space
Smarter Performance Marketing
Unique CAC Strategies

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Takeaways

  1. The company operates as a three-sided network with e-commerce partners, advertisers, and consumers.
  2. Their goal is to provide highly relevant ads to e-commerce sites and improve the consumer experience.
  3. They focus on solving the problem of relevancy in the transaction moment, where consumers are making purchases.
  4. They analyze data from e-commerce sites and advertisers to determine the best ads to show to each consumer.
  5. They prioritize data privacy and comply with regulations like CCPA and GDPR.
  6. E-commerce brands can monetize their websites by displaying third-party, non-endemic ads.
  7. Ads can be shown on various pages in the checkout process, including the upsells page, payments page, and confirmation page.
  8. Providing compelling offers and using machine learning to optimize ad placement are key to success.
  9. Brands can acquire customers by advertising across other e-commerce checkouts.
  10. The integration process is simple, and text-based ads often perform well.

Chapters

00:00 Introduction and Overview

00:23 Rokt as a Three-Sided Network

01:18 Rokt’s Mission in E-commerce Advertising

01:30 The Problem Rokt Set Out to Solve

06:34 Similarities to Criteo’s Retargeting Technology

08:30 Case Study: Ticketmaster’s Problem and Solution

09:29 Case Study: Blendjet’s Monetization Opportunities

12:24 Monetizing the Confirmation Page

15:33 Upsells and Third-Party Offers

20:08 Rokt as an Offer-Led Platform

23:30 Getting Started with Rokt

25:21 Scaling the RoktExperience

26:29 Impact on Site Speed

28:19 Monetizing Dead Space on E-commerce Sites

29:02 Conclusion

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