© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution
How can Publishers and ...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
Krux approach to Big Data
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
What can Krux do for Publishers?
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
What can Krux do for Advertisers
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
How does Krux integrate with SSP’s and DSP’s
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
Thoughts on Data Ownership
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
Thank you for listening
31
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution
Any questions?
Richard ...
© 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter:...
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RTB Update 2: Richard Foster, Krux

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  • My background:I have been at Krux for 16 weeks.I have experience of being a publisher: I ran the digital arm of Future Publishing for 5 years; quite early into programmatic: one of the first media owners to trade cookie data with trading desks.Prior to Future, I set up and ran Audience Science in EuropeAnd I have experience in Search and Ad Networks.
  • The agenda for my presentation was informed by discussions with Tom Bang, Emediate.I’m conscious that you are all thinking about lunch so I plan to present for 20-25 minutes and leave time for questions.
  • What’s happening in the market…audience buying rather than context.
  • eMarketer yesterday revised its forecast upwards for RTB spending in the US:It is forecasting total U.S. RTB spending in 2013 to be $3.34 billionIf the growth matches eMarketer's expectations, RTB spending in the U.S. will increase by 73.9% over last year (2012).Spend on online display ads is expected to increase by 19% this year…so this mean thatadvertisers are investing more in technologies that drive efficiency over premium ad placements.
  • History: Founded in 2010, HQ in San Francisco, offices in NYC and London and an active presence in Asia Pacific.Mission statement: To help companies protect, manage, and monetize consumer data across screens and sourcesCreds: 60 clients inside 3 years; primary client base is premium publishers.
  • Krux is the only DMP providing an enterprise suite of products that mean websites can control all aspects of your data management strategy: Data Sentry: data tracking and monitoringSuperTag: tag management solution with the ability for very precise tag controlAudience Data Manager: powerful analytics and leading segmentation creationInterchange: target your audiences in all environments and platforms.
  • Regulators:Denmark has gone for a contextual level of consent for users under the ePrivacy Directive.Competing Publishers: last week we saw the announcement that News Corp is launching a global ad exchange: all its properties in all markets will trade, at least a portion of their inventory, programmatically.Networks/Platforms: when selecting your technology vendor, take time to fully understand their business model: do you really want your DMP partner to also be a behavioural data exchange or have an ad network business as well (making money from your aggregated data/audiences)?Agencies have taken the lead in building technology stacks and are showing publishers the way forward: there are good reasons for the relatively slow adoption of ad tech by publishers….(capex spend vs unproven roi).
  • 1st party data: data collected by the website owner 3rd party data: aggregated data collected by a third party across a wide number if websites(2nd party data: for the purposes of this presentation, means audience data shared with a trusted partner for examples between two publishers)
  • Some examples of the different data sets which a good DMP can unlock for a media owner.
  • These are the key benefits/use cases Krux is delivering for our clients:Improve CPM’s on Direct Sold inventory: we see publishers typically having good profile data on 10-20% of their audience (usually by using registration/subscription or offline data sets). Being able to unlock insight into the anonymous 80% of web audience means you can command higher cpm’s: we have a media owner client in the UK launching an Audience Targeting product and achieving cpm’s which are 2x their contextual only ads.Create additional ad inventory (campaign reach) with audience extension: Most publishers experience high demand/restricted inventory for contextually-rich environmentsFind and target those audiences elsewhere though: behavioural re-targeting, lookalike modelling and also being able to buy your audience segments on Exchanges (Krux is one of the few DMP’s to have native bidders in its platform which enable our clients to buy across the AppNexus and Google Ad Exchanges.Increase CPM’s on programmatic sold inventory: what is your data strategy? Do you want to make all of your data available for advertisers to buy in an RTB environment?We at Krux believe it makes more sense to have a two tier data strategy;Sell your most valuable data/inventory directly using your sales team: you can still execute the sell programmatically either on your own sites or via a private marketplacePass more generic data insights (such as age and gender) into the inventory you give to SSP’s. The increased insight should make the inventory more attractive to buyers and result in increased bid volumes. Krux has a client in Europe which is seeing exactly this type of revenue uplift from infusing demographic variables into its SSP inventory.If you don’t know what data is valuable to your SSP advertisers, ask your SSP what they are seeing in terms of most bidded variables across the industry.Create smarter ad products:Use the audience insights you are able to unlock using your DMP to target new advertisersCombine on and off site audience delivery to offer advertisers blended cpm’s; target advertisers who don’t usually pay cpm’s you will accept on siteRe-target users which have engaged with advertiser content on your sites (native advertising, sponsored content, ad interactions): these are highly valuable – engaged - audiences for your advertisers. If they won’t buy them then other advertisers in the same sector might be interested.Grow e-commerce revenues: sell magazine subscriptions, drive app downloads, digital subscriptions, reader offers and so on.
  • Many of the features/benefits which media owners unlock from using a DMP apply equally to brand advertisers as well:
  • Krux is starting to see advertisers using a DMP in combination with a DSP: DMP insights power the DSP buying strategy.Krux can integrate offline data sets, mobile data etc with online browsing behaviour: we match against a unique ID such as email address.Increasingly, clients are using their DMP to define content segments for specific audiences: Taboola and Outbrain contact blocks are dynamically served to different segments of users.
  • Key items to note:All data is stored in the global Krux User ID. The Krux User ID is a third party cookie that is shared across all Krux publishers. In other words, an end-user (a unique browser on a machine) has the same Krux User ID across all the publishers that have deployed the Krux Control Tag.
  • Interchange: Monetize on Terms, Times and! Channels of your ChoosingInterchange O&O (owned and operated): allows a client to leverage audience data directly on their pages either to target adverts or to customise contentInterchange Connect: allows clients to build relationships with other clients, sharing data with trusted partners (advertisers/publishers/vendors) to create products which can then be monetised by either partnerInterchange Extension: allows clients to extend the frequency of impressions available for their audience by acquiring additional impressions against that audience from RTB- based inventory sources such as AppNexus or Google Ad Exchange
  • Client side integration: All clients that use the Krux DMP have access to Krux's Tag Management module called SuperTag. Krux can use SuperTag to deliver the user audience segment data directly to the SSP via a pixel call.The Server-to-Server (S2S) integration method involves 2 steps:1. Krux and the SSP synch their respective User IDs via "Cookie-Matching"2. Krux provides SSP with a daily User Audience Segment map file. The SuperTag module within the Krux DMP provides a very precise level of control for the website operator: tags on page can be managed so they only fire if the user is in a specifc segment, is frequency capped, geo-targeted and within defined date ranges: we’re enabling website operators to share data but never lose control of the data.Key items to note:All data is stored in the global Krux User ID. The Krux User ID is a third party cookie that is shared across all Krux publishers. In other words, an end-user (a unique browser on a machine) has the same Krux User ID across all the publishers that have deployed the Krux Control Tag.Because data is held in the Krux ID, when a client uses Interchange Extension to buy inventory across an Exchange, it is not possible for other businesses to know which client is buying the inventory…all they see is Krux.Krux can also work using Deal Id’s: usually obtained from the SSP partner.
  • This scenario shows the bi-directional set up between Krux and an SSP.(Krux works equally well with all SSP’s).Using this method, Krux clients can push data enhanced inventory to the SSP.Krux receives the ad-serving logs which we ingest to provide yield analytics reporting: campaign delivery information overlaid with segment analysis reporting (which audience segments are peforming best).
  • Final thoughts on data ownership: ultimately the user has the decision on whether their data is collected or not:The impact of the ePrivacy Directive and Self Regulation programmes such as the EDAA (European Interactive and Digital Advertising Alliance) framework for Online Behavioural Advertising has resulted in online user becoming aware of when/how they are being tracked.Many are using the ‘I’ icon in ads to manage preferences.Others are clicking on ‘Cookie’ notices on sites and then changing their browser settings.The focus for the online advertising industry should be to be transparent and open about the reasons for data collection and the benefits it provides to users (in the shape of more relevant advertising, content and services offered). Research has shown that when educated on why tracking is occuring and the benefits of it, approval rates from users can almost double.Unless we get the messaging right to users ‘Big Data’ can become ‘small data’ very quickly.
  • RTB Update 2: Richard Foster, Krux

    1. 1. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution How can Publishers and Advertisers work with data and DMP's Danish RTB Update Copenhagen, August 28 2013
    2. 2. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Discussion topics 2  Krux approach to Big Data  What can Krux do for Publishers  What can Krux do for Advertisers  How does Krux integrate with SSP’s & DSP’s  Thoughts on Data Ownership
    3. 3. Krux approach to Big Data
    4. 4. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Audience buying is mainstream – marketers now prioritize audience above placement, price, and inventory guarantees 4 Source: Forrester June 2011 0% 10% 20% 30% 40% 50% Targe ng Capabili es Target Audience Reach Low Prices Premium Placements 50% 50% 30% 20% What is the most important thing you look for in a publisher partner for your display buys?
    5. 5. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital $- $2,500 $5,000 $7,500 $10,000 2010 2011 2012 2013 2014 2015 2016 RTB - Indirect RTB - Direct RTB - Mobile The market’s shift to audience-based advertising is also catalyzing spend shift to ‘programmatic’ RTB channels 5 Source: IDC, October 2012  RTB spend is going from zero to $5B in less than five years.  RTB-direct is on pace to hit $1B in 2016, 13% of RTB activity overall.  Through private exchanges (e.g., NBC UAP, WSJ AudEx), publishers are increasingly using programmatic channels for direct sales.
    6. 6. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Krux brings to bear the background, focus, and technology required to help our clients thrive in a data-driven world Pioneers in digital media technology and monetization Unmatched experience with digital media leaders Unparalleled platform breadth and flexibility Monetize ManageProtect
    7. 7. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Krux’s cloud-based DMP helps companies deliver more relevant, more valuable advertising, content, and commerce 7  Protect: We help detect and prevent theft of consumer cookie data  Manage: We help make audience data actionable, web pages faster, and website management more efficient  Monetize: We help clients representing >720M users worldwide create: - more valuable advertising - more relevant content - more effective commerce
    8. 8. What can Krux do for Publishers?
    9. 9. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Media owners are feeling pressure from all sides as the entire market becomes data-driven and audience-aware 9 Enabling arbitrage & eroding value Bypassing direct sales channels Agencies, Marketers, DSPs Increasing focus on privacy Differentiated products Competing Publishers
    10. 10. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Given fundamental market shifts, leading sites must harness audience data to remain competitive and grow their business 10 Insight Mitigate data & revenue risks Analysis Refine product & sales strategy Action Pursue new market opportunities Investment in data protection solutions Protectionist approach to partner Ts & Cs Aligning business practice with privacy policy DMP investment Organize/activate 1st, 2nd and 3rd party data assets Pursue audience-aware product and sales strategy Programmatic direct sales RTB ‘reach extension’ Private marketplaces Data-only sales Content targeting
    11. 11. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Media owners have an enormous amount of largely untapped consumer insight at their fingertips 11 Users’ content affinity, interests, and intent. Select 3rd-party data sources to enrich 1st-party insights Referral URL and keyword, exposing where users came from and why Subscription and registration information Interactions and engagement with ads and content Social insights – likes and shares
    12. 12. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Harnessing the power of that data leads to improved pricing, increased sell-through, and revenue growth 12 EXTEND your audience reach across the web GROW your audience & deepen engagement Use data to ENHANCE existing products EXPOSE actionable insights about your audience Use data to CREATE new products and packages
    13. 13. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Publisher benefits from using a DMP 13 Improve CPMs on your direct sold inventory Create additional ad inventory with audience extension Increase CPMs on programmatic-sold inventory Create smarter ad products: include re-targeting, engagement Grow e-commerce revenues
    14. 14. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Impact Example: A social content publisher uses Krux to open new spend categories and deliver more valuable advertising experiences 14 Situation  No reliable, efficient process for audience discovery and segmentation  No holistic data and targeting strategy - Discouraged sales team adoption of targeting - Limited data-driven revenue opportunity 728x90 300x250 300x600 Baseline eCPM eCPM with Krux 220% lift 269% lift 93% lift Response  Consolidated 1st party data and energized audience assets with 3rd party data sources  Created ‘audience-aware’ product strategy - Smarter, better performing products - New products to open non-endemic ad spend - Stronger user experieinces
    15. 15. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Example: A large magazine publisher uses Krux to extend a key audience segment across the rest of their inventory Situation  A multi-site publisher has a valuable 1st party segment that always sells out Response  Krux DMP used for segmentation and targeting to access on other sites in their network Impact  Smarter, better performing products – decreasing the publishers’ reliance on remnant channels  New offerings grew previously limited inventory base 15
    16. 16. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Example: A woman’s health & beauty site uses Krux to extend a key audience segment across off-site exchange inventory 16 Situation  Publisher has valuable 1st party audience that sells out on the originating site Response  Krux DMP used for segmentation/targeting to access this audience elsewhere  Krux identified & targeted those users as they traveled across other quality sites Impact  The publisher has created an ‘audience-aware’ product strategy - Increasing the publisher’s available inventory of hair care users - New offerings grew a previously limited inventory base
    17. 17. What can Krux do for Advertisers
    18. 18. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Many Publishers are Advertisers 18  Many Krux clients operate branding and direct response campaigns - Prospecting: attract new subscribers to paywall products - Retention: to target renewing or lapsed subscribers - Re-target users abandoning shopping baskets on e-commerce areas of site  Previously, these campaigns may have been outsourced - Internal marketing teams starting to use DMP capability to combine customer data sets with precise audience targeting - On-site and increasingly, across Ad Exchanges - Krux can create safe-site lists for targeting using the clients own audiences browsing habits
    19. 19. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Advertiser benefits of using a DMP 19 Increased insight into the audiences consuming your sites Integrate all data sources to build a cohesive consumer experience Re-targeting high value audiences with audience extension Retain control over data assets and share only the data you want Optimise site content, manage latency issues and compliance programs
    20. 20. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital20 Action The more an Advertiser knows about how users interact with its brands the better positioned they are for product line growth  Better understand their usage of your brands across mediums So you can…  Tailor campaign advertisements to each segment of users  More specifically target offers for renewals, heavy site users, cross brand promotions etc…  Expand known data points about registered users/subscribers  Customize your product offerings based on your most loyal users actions  Merge users’ mobile and online behavior with their offline database record
    21. 21. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital First-party consumer and third party relationships provide many sources of, and uses for, audience data 21 Third-Party Data Providers Privacy Tools Privacy Settings Registration & Purchase Web & Mobile Activity Site Analytics/ MVT Data Elements Publishers, Partners CRM/Loyalty programs Re-Targeting solutions DSP’s/Trading Desks Content Targeting Actionable Segments CMS
    22. 22. How does Krux integrate with SSP’s and DSP’s
    23. 23. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital The Krux platform allows a web-site operator to capture, control, and connect 1st, 2nd, and 3rd party data to create audience value 23 Consumers Krux Platform Audience Data Elements Web Analytics 3rd party Data Agency Data Content and Ad Servers Offline/CRM Registration Data Data Transfer Files Segments in Key Value Pairs Ad Selection Audience Data Elements Page and user data Client Web Site
    24. 24. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Interchange Extension Interchange O&O Interchange Marketing Krux Interchange – flexible market access to match to clients’ business practices, revenue goals, and privacy policy 24 Interchange Connect Sharing data with trusted partners Targeting first- party media Targeting first- party commerce and marketing Exchange-based media buying CMSCRM Subs/R eg
    25. 25. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Integration Use Cases 25  There are 2 ways in which the Krux DMP can integrate the audience segments managed in Krux into an SSP or DSP:  Client-side: in this mode of integration, the SSP/DSP provides Krux with a datasync pixel using Krux SuperTag  Server-to-Server: in this mode of integration, Krux and SSP match users using a Cookie-Matching process and then Krux provides a data file via SFTP or Amazon S3  Bi-directional relationship: Krux ingests ‘raw’ ad server impression log files via API
    26. 26. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Example SSP integration: passing user segment information to Rubicon and ad serving logs to Krux 26 Users Krux Platform Partner Sites (no Krux Control Tag) Ad Serving Logs for Yield Analytics Ad Selection Page and user data Partner Sites (with Krux Control Tag) Page and user data  Krux Control Tag fires on site - Reads/assigns cookie - Loads core code - Fires SuperTag tags - Collects data - Reads context information - Assigns context categories  Krux pixel fires to send data to Platform Segment Membership, User ID Ad Selection  Network tag fires in partner ad server  Krux Control Tag fires from network tag - Reads/assigns cookie - Loads core code - Fires SuperTag tags - Collects data - Reads context information - Assigns context categories  Krux pixel fires to send data to Platform
    27. 27. Thoughts on Data Ownership
    28. 28. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Who owns the data  There is no single, simple answer - A possible definition: ‘Ownership’ can be attributed based on how the data is being used - Qualifying statement: the ability to use that data does not necessarily imply ownership!  Example 1: Advertiser re-targeting: - Advertiser-owned data - Media owner is only providing inventory/safe environment for campaign delivery
    29. 29. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Who owns the data  Example 2: Publisher trading data in private marketplace - Publisher first party data being bundled with ad inventory and sold in a direct deal - Agency can use the data (possibly lots of times!) - Publisher needs to have the right DMP in place to retain control - And, the Publishers needs to have a data strategy:  Segments with built in expiry date (e.g. in market for credit card)
    30. 30. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Who owns the data  Example 3: Third-party data provider - Aggregated first party data - Value is created in the aggregation so the Data Provider is the owner  Looking forward: the adoption of DMP’s by media owners and advertisers may level the playing field for illicit data collection/harvesting - Uses cases/strategy will be key to defining value & ownership
    31. 31. Thank you for listening 31
    32. 32. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution Any questions? Richard Foster richard@krux.com @richardpfoster Skype: richardpfoster
    33. 33. © 2013, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution follow Krux on Twitter: @kruxdigital Krux’s distinguishes itself from the competition in six key ways 33 Flexibility Synthesis Real-time Big Data Big Analytics Security  Highest degree of flexibility in defining and operationalizing consumer segments  Client-driven taxonomies and event-based framework for measuring engagement  Extract-Once, Load-Everywhere model brings catacombed datasets online in days  Schema-on-read approach ingests data in its preexisting structure (or lack thereof)  Only provider with real-time execution, segmenting users in-session in <75 ms  True real-time decisioning informed by client-specific business rules and use cases  Ground-up integration of Big Data technologies (Hadoop, Cassandra, Hive, Redis)  Architected to support data volume/velocity/variety for the emerging consumer web  Classification/clustering/discovery to deliver right time/right place insight and action  Exposing what consumers want even when clients don’t know what questions to ask  Only provider to deliver first-party web data security (and a pioneer in the field)  Only provider to encrypt via dynamic, transient, symmetric public-private keys  Only provider with security model premised on data segregation not data merger
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