Data Management Platforms (DMP) - what are those? How are they connected to digital advertising? How do they help qualify media across multiple vendors? What's the connection between DSPs and DMPs? What is the unique DMP offering for Mobile? and why is DMPs So critical to the mobile eco-system growth and future ? All this and more in a really simple to read deck prepared for my team.

1. Oh yeah. There‟s another acronym…

2. In The Olden Times…

Ad
Advertiser Agency Mediation Publisher
Network
Sooooo 2012!

3. Online figured it out

 AdNetworks Collect users data using cookies
 Follow the user to show him ads relevant to them
The birth of:
“Behavioral Targeting” or “Re-Targeting”

4. But…Agencies wanted more

 Agencies started asking: “why should we buy media
space from two publishers only to reach the same
user?”
 They also asked: “why do weed the network in the
middle?”
The birth of :
“DSP” or “Demand Side Platform”

5. DSPs

 A DSP is a platform connected to multiple sources
allowing the buyer to reach media space (and users)
through a single interface.
Publishers
Agencies Exchanges
SSPs

6. Some DSPs


7. What does a DSP do?

 Aggregating multiple supply sources, a DSP is
capable of allowing the buyer to select the best
media space for any relevant campaign.
 The most commonly DSP buying method is RTB.
“RTB” or “Real Time Bidding”
(I did promise acronyms)

8. Why RTB ?

 Aggregating multiple supply sources gives the buyer
using a DSP ‘infinite’ supply. Hence – opportunity.
 RTB allows the buyer to find the media space they look
for and complete on it through a real time „auction‟
process, placing their bid against other buyers.
 This method gives the buyer the control on their end,
while the supplier is capable of defining their minimum
bid or pass block lists to restrict advertisements to their
control.

9. Media Space. That’s boring.

EXACTLY!

10. Here Comes DATA!

 Data companies buy data.
 Cookie dropping to tag a user
 Form data filled on the web
 ISP data from carriers
 Surfing habits
 And so on….
And yes. it is a scary world….
…go on. Log in to facebook if you dare!

11. mmm…and ?

 Encrypt all that data into a single „ID‟ that represents
user segmentation.
Segment ID: 33 (People in Advertising)
117, 2081, , 3321, 8809, 22083, 4431
ID Card: 1108
Name: anonymous
Facebook: John Smith Segment ID: 71 (Awesome people)
Country: Israel 3387 , , 7315, 7487, 3082, 9800
Age: 25-34
Gender: Male Segment ID: 108 (People who may buy a
HHI: $3M house in the next 3 years)
2778, 0839, 1121, 4073, , , 4833, 0981

12. DMPs

 A DMP is a company that develops a platform to
aggregate, analyze, segment and lease targeting and
profiling data.
 The DMP will contract suppliers (SSPs, Exchanges)
to „decorate‟ users data and segment users.
 A DSP will have an agreement with the DMP,
allowing the DSP to decrypt segment IDs and use
for targeting.
I will give you a minute.

13. And it goes like this:
APP SSP DMP DSP LANDING PAGE


14. Think Bigger Picture

Google represents 50% of the online advertising budget
spend pie. That‟s about $35B a year!
Only because buyers are able to target users intent…

15. Mobile is WAY Better

Why waste that CPM/CPC on Me who will likely never
buy a Ferrari? ()
Mobile DMPs are capable of:
• Storing GPS locations
• Storing cellular triangulated data
To…

16. John was in
John was in
 a Honda
dealership
a Mazda
dealership
John will see Ford ads in the
next few days…

17. Some DMPs


18. Online vs. Mobile

 No Cookies for in-app advertising
 UDID deprecated
 UDID encryptions are a dime a dozen
Here comes „fingerprinting‟

19. Unified Unique ID

 SDK/Code developed to place a „fingerprint‟ on
device and assigns a unique identifier to that device
 The ID is capable of crossing mobile App > Web
 The ID does not rely on UDID or it variations…
DMPs base their profiling/segmentation on the
Fingerprinting ID , or their own proprietary Ones.
(if you are interested in learning more:
http://www.clickz.com/clickz/news/2030243/device-fingerprinting-
cookie-killer )

20. Why do we need this mess?

 Brands who adopted digital advertising are
unwilling to enter the mobile „wild wild west‟
uncontrollable world.
 “where is the media coming from?”
 “how can I track?”
 “how can I target those who want to buy a ferrari?”
 DMPs help „qualify‟ the media to Brands by
segmenting users.
 Qualifying the media, encourages Brands to adopt
mobile , relieving the „fear‟ of tracking and targeting.

21. 
THANKS!