Data-Centric Future of Advertising

Mikhail BerlizevManaging Director

DCA(Data-Centric Alliance)

Unite Digital Identity

A Russian company specializing in Big Data, heavily loaded systems and Programmatic Advertising.

Having one of the largest arrays of anonymous data, DCA develops and delivers a lineup of software products

providing various up-to-date marketing solutions.

Personal Internet Identity

Up to 10 cookies per person Several mobile IDsIPTV/OTT and SmartTV IDsMobile Number…up to 2Emails…. More than 3

1.2.3.4.5.

It is time to stop thinkingchannels and realize it is

all about a person.

DCA designed

Integrated User Profile (IUP)to unite digital identity {• Cookies

fingerprint• Mobile ID• Household ID• IPTV ID or OTT ID• Smart TV ID

}

Less “noise”, more attention

Accuracy of the Integrated User Profile is a meter of ecosystem

DCA Tech

platform

CSS

Metricservice

TVchannel

s

Offlineloyalty

program

From device to impression

AwarenessPerformance

TEXT GRAPHICS AUDIO VIDE

O

Social AddTeaser Add Native AddChat-bot

Targeting to audience >2%

High CPM

High conversion rate

MobileWebIndoor & outdoor

Targeting to audience >5%

Medium to low CPM

Medium conversion rate

Underconstruction

MobileWebTV (Smart TV, IPTV, OTT)

Targeting to audience >10%

Low CPV

Low conversion rate

TEXT GRAPHICS AUDIO VIDE

O

Real time Statistics

Enabling inventory in broadcasting channels

12

Programmatic TV: TV SSP

Video add 15s

Targeting video AdsFlag 🚩

30 sec

Dynamic creative/content

The better you know a person, the more useful things you can tell him

Dynamic content IUP Driven conversions

Taxonomy Demographics Interests

AutoTravelling

Food & restaurantsSport

TVMusic

LifestyleSubculture

EntertainmentTechnology

SexAge

Marital statusEducation

EmploymentProfess. interests

Income

IntentionsCar

FinanceEnsurance

RealtyVacation plansGeography

GeoSupergeo (up to 35m)

Dynamic audience Predictions:• CPC• Post Click• Target Action

Look-alike

Brand Safety

Whitelist/Blacklist Antifraud &Bot detection

Thank you!Mikhail BerlizevManaging Director DCA(Data-Centric Alliance)

RED HERRING AWARD 2016