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WPP launched Xaxis this past MondayDSPs - big thing of 2010DMPs is 2011Xaxis - buy smart media with informed data
Speculated that other holding companies will follow this trendPast – buying media was about cheaper ratesNow – buying media is about efficient inventory
DMP – Software used to collect, aggregate data for easy consumption1st + 3rd party data = target audiencesUse DMP with all exchanges and networksMeasure performance of different audience bucketsUse data to create audiencesIntegrate with all ad serversKeep data and learningsAutomate data collection and audience profile building
Collect data into DMP with a tagBuy 3rd party dataCompare performance against both 1st & 3rd party data
Classify data into taxonomiesBreakdown audiences into different levels
Analyze data by categorizing by user intent behaviorDistinguish differences between each behavior
After you analyze the data, transfer it to media partners to acquire media
Aggregate all campaign analytics to be view from on placeThis simplifies the audience building processHouse all of a clients data in one place for analysisGrant different levels of access to partners to view the dataAllow equal comprehension of data between all teams involved
Customize retargeting based on collected and bought dataBuy 3rd data to increase the scale of prospectingUse insights to constantly iterate campaign strategies to achieve goalsCompare data we collected with data we bought - See the difference between our insightsUse the platform to fill in gaps in the reporting process to simplify the procedure - Report on performance by audience in addition to audience by media channel
Collecting transparent data is importantWe should perform the due diligence of being compliant when collecting dataDo not collect personally identifiable data DMPs can do this
Tag the landing page to collect all areas of engagement within the landing/conversion page
Divide the collected data into behavioral buckets
Hone in on each behavioral bucket and sort by product and tacticThis example: Company->Business->Advertising offer
Slice and dice each piece of data to sort specific actions collectedThis example: How users reacted to each offer
Here are some providers of agency side DMPs
Pay to use a DMP is not a “no brainer”We should consider if the cost are worth itWith more capabilities comes more costI think before utilizing a DMP for any client we should make sure we access long term goalsWe can definitely become smarter using a DMP but clients need to buy into this vision alsoTechnologies require ongoing investment
The Data Management Platform (DMP)Presenter: David TamJune 2011<br />
Major media agencies are now developing data management and audience buying platforms.<br />WPP just announced Xaxis:<br /> A central data warehouse for WPP customers designed to target and acquire audience-based display, video, mobile, and social media inventory .<br />3<br />
The trend indicates that agencies are starting to be full-service audience buying firms with:<br />Operational scale<br />Centralized systematic processes<br />Analytics services <br />This supports the evolution of the trading desk to becoming a more complete solution. <br />4<br />
A Data Management Platform (DMP) is software that centralizes the management of online audience data.<br />It allows you to: <br /><ul><li>Create target audiences using 1st party and 3rd party data.
Target these audiences across ad networks and exchanges.
Measure campaign performance across segments/channels to refine media buying.</li></ul>With these capabilities, you can:<br /><ul><li>Translate data into audiences profiles.
Integrate with 3rd party ad servers (e.g., DFA).
Data Collection<br />Collect 1st party audience data in a DMP by placing a single tag on your site.<br />Import 3rd party data and compare data points against your own 1st party data in one user interface .<br />8<br />
Data Classification<br />Organize your first party collected data into taxonomies.<br />Classify purchase data from top to bottom funnel taxonomies to build distinct audience profiles.<br />9<br />
Data Analysis<br />After classifying your data into taxonomies, you can analyze it to understand customer intent.<br />10<br />
Analyze and Transfer Data<br />Analyze millions of data points to discover insights and transfer directly to media partners to make targeted media buys.<br />11<br />
A DMP aggregates all campaign analytics (media sources, creative, placements & audiences) into one hub. <br /><ul><li>Having all of this data in one platform simplifies audience segmentation and cross-channel media planning.</li></ul>House all client audience data in one place for de-duplication, scalability, and insights.<br /><ul><li>Allow partners to log in and utilize data.
Grant pre-defined sharing and security parameters.</li></ul>13<br /><ul><li>Empower teams to buy audiences with minimal waste and scalable insights.
Allow you to see what kind of audience data you are buying and how it performs.</li></li></ul><li>14<br />
Important Privacy Considerations<br />The privacy debates rage on as agencies adopt and utilize DMPs on behalf of marketers. Privacy compliance must be priority. <br />Data Management Platorms can:<br /><ul><li>Collect personally unidentifiable data
Step 1<br /><ul><li>Implement a pipeline between your data sources and your DMP. For web-based data, implement a data collection tag across areas of your landing page to collect behavioral data.</li></ul>17<br />
Step 2<br /><ul><li>Bucket your data of user activity into the following categories:</li></ul>18<br />
Step 3<br /><ul><li>Organize your data into taxonomies that makes sense for your advertising initiatives. Examples of taxonomies can be product category, product, or price point.</li></ul>.<br />19<br />
Step 4<br /><ul><li>Classify collected data and map it to your each of your taxonomy buckets.</li></ul>20<br />
Is having a proprietary DMP better?<br />While "proprietary" is a competitive positioning for an agency, it is not alwaysthe best solution. <br /><ul><li>Agencies have every motivation to build and buy technology that help to serve the best interests of their clients.
Technology requires a significant ongoing investment in staying relevant and ahead of the curve. </li></ul>23<br />
DMP Recap<br /><ul><li>DMPs collect, organize, and manage data assets.
Classify your data with the DMP to create custom audience profiles and segments.
DMPs help advertisers understand their consumers and make smarter media buys.</li></ul>24<br /><ul><li>Leverage your analyzed and segmented data with networks and DSPs to buy efficient media.</li></li></ul><li>Thank you!<br />June 29th, 2011<br />