Nominum’s new N2 marketing applications are looking to use the DNS (Domain Name System) to help Communication Service Providers (CSP) replace third party cookies.
Nominum claims that the app can use in-browser messaging capabilities to enable CSPs to reach customers in real-time while customers can interact with CSPs by responding to opt in to various in-browser notifications or offers.
CSP marketing teams in turn receive comprehensive real-time metrics to enhance campaigns and deliver a more efficient marketing and communications channel, and make money from advertisers in the process.
"We’re proposing that operators provide information [from the DNS] to serve as a replacement to third party cookies and they get a revenue kick back from the advertisers," said Sanjay Kapoor, VP Strategy and CMO, Nominum.
"I’ve come to the conclusion that [CSP] operators are better as thinking about themselves as a data source that can augment the knowledge of data platform management to advertisers and then get a kickback to monetise the consumer data," he said.
But for CSPs to utilise this "finder’s fee" model, as Kapoor calls it, CSPs need to build up a customer’s loyalty in a step-by-step approach, starting with the DNS.
CSPs should start with providing a reliable secure network before engaging the subscriber. Once the subscriber is engaged, CSPs can get them to opt in, which in turn allows CSPs to upsell its own services better and open up new business models.
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"As you move along the curve [see chart] it talks about how to engage subscribers and target upsell. You only hit the very top of the curve is once you have the trust of the subscriber. Then you can start to monetise the subscriber’s data with advertising.
"So we are working with big companies, like the Comscore and the Neilsons of the world, to replace the third party cookie system."
