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Rtb update 1 - 29. maj 2013: Thomas Schnoor, nugg.ad
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Rtb update 1 - 29. maj 2013: Thomas Schnoor, nugg.ad

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  • 1. nugg.ad is a company ofDeutsche Post DHLnugg.adData Management PlatformKøbenhavn d. 29. maj 2013
  • 2. nugg.ad is a company ofDeutsche Post DHLKey outtake today…Create a new revenue stream- by selling data pointsIncrease your CPM prices- by enriching the quality of your ad impressions with data
  • 3. nugg.ad is a company ofDeutsche Post DHLDefinition af begrebet DMPEn Data Management Platform er enteknologiplatform, som gør det muligt forannoncører, bureauer og site ejere atadministrere og segmenterer data (fx. Brugerprofiler mv.) til brug for online annonceringKilde: AUTOMATISERT KJØP OG SALG AV DISPLAYANNONSER I NORGE, INMA (IAB)12.6.12
  • 4. nugg.ad is a company ofDeutsche Post DHLThe DataChallengenugg.ad is a company ofDeutsche Post DHL
  • 5. nugg.ad is a company ofDeutsche Post DHLeCommercedataAdvertiserdataPublisherdataSocialMediadataIndexDanmarkdata
  • 6. nugg.ad is a company ofDeutsche Post DHLValue 1Value 2
  • 7. nugg.ad is a company ofDeutsche Post DHL6.1 6.4 6.7 7.2 7.5 7.41.52.22.94.15.77.32009 2010 2011 2012 2013 2014Channel bookingsAudience bookings_Source: Interactive Advertising Bureau („IAB“).14,713,27,68,69,611,320%26%30%36%43%49%AUDIENCE TARGETING IS INCREASINGIn bln. US$ p.a. Display-Advertising (USA)
  • 8. nugg.ad is a company ofDeutsche Post DHLNugg.ad DMP/DataSolutionsOVERVIEWnugg.ad is a company ofDeutsche Post DHL
  • 9. nugg.ad is a company ofDeutsche Post DHLSALES FUNNELnugg.ad DMP/Data Solutions vs. PBTREACHREACHAttentionInterestDesireActionBrandingOptimiserPBTsocio&productinterestIntentdatapredictionsBehavioralTargetingInventorydata(z.B.CRM,Reg.)Intent-dataHighintentvalidity„Inthemarket“-datanugg.ad is a company ofDeutsche Post DHL
  • 10. nugg.ad is a company ofDeutsche Post DHLnugg.ad DATA MANAGEMENT PLATFORMfor publishers and agenciesAutomotivedataFinance dataWeather dataTravel dataEtc.
  • 11. nugg.ad is a company ofDeutsche Post DHLUniversal access of 1st & 3rd party data (pseudonymised, real time)Audience-extension via programmatic buyingBuilt in access rights management prevents „data leakage“Ability to scale segment volume by data predictionsAll data are free of combination with other segments (e.g. Socio, Region, etc. )Privacy alligned integration of your own Log in DataStand alone solution - ability to facilitate both branding and performance campaignsPay attention to the following issues when choosing a DMP
  • 12. nugg.ad is a company ofDeutsche Post DHLnugg.adDMPnugg.ad DMP EXCHANGE Data Reciever AData Reciever BData Reciever CData Provider
  • 13. nugg.ad is a company ofDeutsche Post DHLnugg.adDMPnugg.ad DMP EXCHANGE Jubii MediaPBT PLUSEkstra BladetGul&Gratis
  • 14. nugg.ad is a company ofDeutsche Post DHLnugg.adDMPnugg.ad DMP EXCHANGE MediaMathAdform DSPEmediate DSPJyllands-Posten
  • 15. nugg.ad is a company ofDeutsche Post DHLINTENT DATA PREDICTIONSeCPM-UpliftTravel Intent 1 Travel Intent 2 Travel Intent 3Hard Data 234 185 201Data Prediction 152 164 141RON 100 100 100Comparison of achieved eCPMs on RON-basis, data predictions & „hard“ Intent-Data,index representation
  • 16. nugg.ad is a company ofDeutsche Post DHLNugg.ad DMP/DATA SOLUTIONSUSPs• nugg.ad data predictions solve the reach challenge for publishersOvercoming the scaling issue• Consulting & support for setup and running business on the DMPConsulting focus• The only EuroPriSe-certified DMP in the marketPrivacy safe• Integration with all SSPs/DSPs/DMPsProgrammatic-APIs• Publishers can monetise both internal/external dataMonetisation
  • 17. nugg.ad is a company ofDeutsche Post DHLAGENCYAGENCYTRADINGDESKDEMANDSIDEPLATFORMSUPPLYSIDEPLATFORMPUBLISHERADEXCHANGEADNETWORKADVERTISERAUDIENCESOURCE: IABDATA MANAGEMENT PLATFORMnugg.ad DMP IN THE DIGITAL ECOSYSTEMSALESHOUSE
  • 18. nugg.ad is a company ofDeutsche Post DHLnugg.ad DMP/DATA SOLUTIONS: COMPATIBLE TODIFFERENT PROGRAMMATIC INTERFACES
  • 19. nugg.ad is a company ofDeutsche Post DHL
  • 20. nugg.ad is a company ofDeutsche Post DHLWhat is in it for me…?Data Point SellerNew revenue streamPublisherIncreased CPMPerformance focusDifferentiationAdvertisersBetter performanceadvertisingWIN-WIN
  • 21. nugg.ad is a company ofDeutsche Post DHLEvolve or Die…“It is not the strongest of the species that survives, nor the most intelligent, but the onemost responsive to change.” ― Charles Darwin