It’s the backbone of data-driven marketing, serving as a unifying platform to collect, organise, and activate your first- and third-party audience data from any source, including online, offline, or mobile. Stream:20 take you through the advantages and important information of DMPs - or Data Management Platforms. There are quite a few to choose from so that's why we are here to help you make the best decision. Get in touch now to find out more info@stream20.com | www.stream20.com

1. Data Management Platforms
(DMPs)

2. What is a Data Management Platform (DMP)?
• It’s the backbone of data-driven marketing, serving as a unifying platform to
collect, organise, and activate your first- and third-party audience data from any
source, including online, offline, or mobile.
• It has the ability to collect unstructured audience data from any source, including
mobile, apps, web analytic platforms, CRM systems, social, and VOD.
• It also collects data based on specific behaviours (such as click, download, upload
video, video completion), interests, or demographic information. These data points
can be used to better understand your audience, then enrich them using third-
party data to extend your audience reach to better target campaigns.
• Audience data collected from first- and third-party data sources are then used to
build custom audience segments using first- and third-party data, learn valuable
insights about each audience to inform campaign, content, and creative planning
and development.
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3. DMP – hierarchical overview
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Site
analytics
Email
database
Search
data
Ad Server
data
CRM
CMS
Email campaigns
Display
Search
Mobile
Video
TV
Mobile
Intake
Analytics/InsightUserInterface
ChannelLinks
Normalisation
Segmentation/Scoring
Tag Management
Inputs Data Management Platform (DMP) Live Channels
A DMP conducts a multi-layered cookie sync between all your systems, typically
through a piece of javascript called a container tag, which allows the DMP to sync its
own cookie ID to the cookie IDs of whatever other systems you might be using.

4. What does a DMP do for marketers?
• Aggregates all campaign analytics into one centralised data hub; Media sources,
creative placements, audiences and much more.
• Empowers marketers & planners to buy audiences at scale without waste
• Helps marketers understand their consumers to make smarter media buys
• Leverage the analysed & segmented data with networks, DSPs and publishers
• Allows marketers to segment their own online and offline first-party data to create
target audience segments for display, search, video, and social campaigns
• Can be applied to ad campaigns targeting audiences across the purchase funnel
via third-party ad networks and exchanges
• Gives visibility into the ROI for each campaign delivered against each segment and
presents a 360-degree view of how campaigns perform allowing marketers to refine
media buys and ad creative over time
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5. The DMP Pipeline
• Implement a pipeline between data sources and the DMP.
• For web based data, implement a data collection tag – this container tag is
then placed across multiple landing pages to collect behavioural data
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Analyse and
segment
data
DMP
collects the
data
Implement
Tags

6. DMP behavioural data buckets
– Expressed interest e.g. visited, but took
no further action
– Expressed intent to buy e.g. browsing
products
– Initiated intent e.g. started checkout
process
– Converted
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In the DMP you can bucket your multiple datasets of activity into behavioural
segments:
Expressed
Interest
Expressed
Intent
Initiated
Intent
Converted

7. DMP product taxonomy
Organize your data into taxonomies that collate to your product marketing initiatives.
For example e.g.
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Art
(initiated intent)
Pictures
Frames “20% Off” offer
“Free Shipping”
offer
“10%” offer
Product Product Group Offer

8. DMP taxonomy targeting
• Classify collected data and map it to each of your taxonomy buckets.
• Target your buckets with different offers depending on the original intent
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Pictures
“Free Shipping”
offer
“10%” offer
Clicked but
didn’t add to
cart
Clicked and
added to cart

9. Why not a DSP?
• A DSP aggregates biddable inventory and provides information/insight at the buy
level
• It does not allow you to create custom segments based on behavioural and
transactional insight and as such it does not allow you to model propensity
• It does not connect to multiple 1st and 3rd party data sources and systems and as
such it has limited flexibility in terms of data planning
• It does not provide a centralised point to manage and analyse all this multisource
data and as such it does not break through the silos
• Ultimately a DSP does not offer marketing data universality, i.e. universal ad
operations, universal segmentation and profiling, universal analytics and universal
media optimization
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10. • A DMP centralises all your activities allowing for seamless integration between
functions and systems that will vastly enhance your ROI efforts.
– Retargeting – easily implement customised retargeting campaigns based on
specific activities and behaviours taken on or offline
– Prospecting – seamlessly integrate with third-party audience data source to
acquire anonymous data to achieve higher precision and scale with targeting
campaigns
– Site optimisation – use first or third-party data to determine customised
content for different consumers when they come to your website
– Audience intelligence – contrast your site audience against third-party data
sources to learn more about specific audience attributes to target more likely
converters
– Better ROI – Use centralised media performance analytics to determine which
audience performed and where to double down
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Seamless integration – all in once place

11. Do you need a DMP?
If you answer yes to three or more of the below points you can
benefit from a DMP…
• Do you manage multiple online
campaigns across different ad
networks, exchanges and publishers?
• Do you want control over your data
assets, to maximise segmentation,
prevent leakage and monitor
partners?
• If you run retargeting, would you like
to enhance your scalability, niche
targeting and messaging capabilities?
• Do you want to better target
campaigns to improve response rates,
conversion, and brand recognition?
• Do you buy multiple media
placements, third-party audience data
or bid on ad exchanges on a regular
basis?
• Do you want to control advertising
costs and improve overall ROI?
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12. Which DMP?
Pure play DMPs…
• Demdex (Adobe)
• Brillig
• Bluekai
• Excelate
• Red Aril
• Krux
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13. Look out for…
Some DMPs have inflexible structures
• Negate this by ensuring your taxonomy structure is flexible, enabling you to
change your data mapping
– e.g. Product Name = Football_boots can be bucketed into Football Apparel if
you wish rather than Sports footwear
– As well as the option of changing the physical structure of the taxonomy e.g.
moving, deleting, or renaming nodes
Spreadsheet-based analytics
• A robust DMP solution will include exportable spreadsheet reporting & analytic
dashboards that enables real-time data computing and audience intelligence.
Lack of media data
• If your DMP does not naturally tie into third-party data sources from a technical
perspective you may need to move third-party data providers, implement one-off
technical integrations with multiple third-party data providers or even be ultimately
unable to integrate with a valuable third-party data source
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14. Info@Stream20.com