Data Management Platforms2014 Overview

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data management platformsan overview

overview

• Data Partners

Data Normalization

3rd Party

2nd Party

1st Party

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overview

• Online / Offline

On

line /

Offl

ine

Search

Web

Social

Mobile

Stru

cture

d &

U

nstru

cture

d

Search

Web

Social

Mobile

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overview

• Audience Data

Ele

ments

Web Analytics

App Analytics

CRM

POS

Video

Social

Purchase Data

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overview

• Methodology

ModeledInferred

Declared

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overview

• CRM Onboarding

Cookies [Identifier]

Demographics

Browser & Contextual

Intent

Offline Purchase History

1st Party Segments

CRM Data• Decorated• Anonymize

d• Actionable

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overview

• Why a DMP?

Who is my audience?

• Research & Insight

How do I target them?

• Targeted Media Buys

Afterwards, did it work?

• Attribution

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market Landscapecompetitive positioning

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landscape

• Why use a DMP?

Align Media Companies’ Interests

Manage & Optimize Cross-Channel

Big Data Informs Business Decisions

Preserve Privacy & Ensure Security

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landscape

• DMP Evaluation

Criteria

• DMP Data Provider Partnerships• Data Collection & Normalization Processes• Segmentation & User Profile Management• Audience Data Syndication• Reporting & Analytics• User Interface• Client Services

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landscape

• Competition

Market Landscape

Scale & Depth ofDataset

High

Profiling Ability (# of Segments) HighLow

Low

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landscape

• Life-Cycle

Cover Complete Customer Life-Cycle

• Market Leader: End-to-End Marketing with Adobe Marketing Suite

Analytics

TagManager

AudienceManager

Marketing Suite

Efficient Frontier

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landscape

• Trends

Market Opportunities

Mobile• 1st & 3rd Party Data Sources• Access to data, insights & reporting

Complete Coverage of Customer Life-Cycle• Horizontal Development to create

an end-to-end, one-stop shop for Marketers

Offline Data• Additional offline data will allow for

more complete profiles.

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mobileopportunity

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mobile

• channel growth

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mobile

• channel growth

Percentage of Mobile Website Traffic

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mobile

• cookie depreciation

Mobile Cookies • iOS Default Settings Block 3rd Party Cookies• Android Accepts 3rd Party Cookies• All Platforms Clear Cookies in Cache on App Close or Phone Reset• Cookies are Siloed; Inaccessible by other applications and browsers

Mobile Cookie Performance [H1 2013]

• 67% of ads served on Safari browser were served with no cookie match • 66% of mobile impressions served overall.

• 41% of total mobile impressions served without cookies• Compared to 10% cookieless on desktop

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mobile

• device ID

ID is Key • Static Identifier

• Android: Android ID• Static (Depreciates ~2 Years)

• iOS: Identifier for Advertisers (IDFA)• Consumer Controlled (Default: Open)

Device Fingerprinting

• A technique, which uses browser environment characteristics, like installed fonts, installed plugins, screen resolution, to generate an unique device-specific fingerprint.

• Example Data Points:• Country Code• Device Brand• Device Model• Device Carrier• IP Address• Language• OS Name• OS Version• User Agent• Timestamp

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mobile

• mobile browsers

Mobile Browsers: One Step Removed[Accessing Device ID]

OS App Data

OS Browser Web [App] Data

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mobile

• data

Mobile Data: Opportunity [Exposed in Bid Request (BR) or Example Companies]

Ele

men

ts

Operating System (BR) i.e. iOS, Android

Device Hardware (BR) i.e. iPhone, iPad, etc.

Contextual (BR) i.e. App Name & iAB Category

Language (BR; Limited to Browser)

Current Geolocation (BR; Avail.) Geo Coordinates

Retargeting

Location Based Profile

User Profiles

CRM

App Analytics

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mobile

• developers

Mobile Publishers: Pain Points

Publisher Monetization Networks

Lose-Lose Inventory Targeting

Spends time and money building applications.

Deploys applications on the market. Monetizes through advertisements.

Lower eCPMs and CTRs than any other ad channel.

• Advertiser does not meet campaign KPI.

• Publisher yields low revenue.

Huge supply results in bids for irrelevant impressions.

Advertiser cannot discover desired audience due to lack of data on mobile.

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mobile

• channel overview

Siloed Audience Targeting Data

Nominal Conversion Rates•No standardized or accepted means of cross-channel attribution.

Advertisers Missing KPIs per Campaign •Or unable to measure results and attribute revenues to investments.

Minimized Spend•While total investment in mobile search, display, video, and social grows, CPM costs are nominal.

Publisher’s Potential Revenue Limited

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mobile

• remaining hurdles

ARPU

• 35.8% Projected Growth in 2014

Ad Units

• IAB Rising Star Ad Units

Data

• DMP’sOpportunity

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mobile

• data management

Advertisers are Dependent

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mobile

• data management

Advertisers are Dependent

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mobile

• data management

Advertisers are Dependent […and Motivated]

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strategyimplementation

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strategy

• shift budgets Minimize Market Education

Avoid• Hiring• Training

Extend Desktop Budgets

• Cross-Device

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Keith Petri, 2013

strategy

• mobile monetization

Overdue-Shift of Revenue for Publishers

• Initial Targeting Data • Cross-Channel Attribution Models• Impressions are not enough, data is a valuable asset

currently unleveraged by majority of mobile publishers/developers• Opportunity with mid-tier and long-tail

Mobile Monetization

• Limited options outside of analytics to understand mobile consumer demographics.

• Data visualization tool; used for ad operations, sales, marketing, analytics and research

Mobile Analytics & Insights

• Visualize customer’s location in the conversion funnel

Consumer Purchase Decision

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Questions / Comments

@KeithEPetri

www.KeithPetri.com