Examining the role of customer centric data in programmatic media
Examining the role of customer centric
data in programmatic media
ad:tech London – 11th September 2013
68% of CMO’s say it’s important to
create value from digital channels.
Only 13% say their performance is
2012 Interactive CMO Insights Survey
Programmatic marketing uses real time
systems, rules and algorithms to automate the
delivery of data driven, targeted and relevant
experiences to consumers as they interact with
a brand’s many touch points.
The experiences include targeted
offers, messages, content or ads across
paid, owned and earned channels. The best
programmatic marketing recognises the
consumer as he moves between channels and
touch points, so that each interaction informs
John Nardone CEO [x+1]
By 2017 the CMO
will spend more on
IT than the CIO.
Presentation Title Here
by MediaCom, 00.00.0000
Data Management Platform (DMP)
“A unified technology platform that intakes
disparate first, second and third-party data
sets, provides normalisation and segmentation
on that data, and allows a marketer to push the
resulting segmentation into live interactive
Forrester Report: The DMP Is The Audience Intelligence Engine For Interactive Marketers
71% of marketers plan to
implement a big data
Only 18% of marketers
have a single customer
Only 57% of marketers
plan to use data to drive
real-time decisioning in
the next two years.
Teradata – Global Data-Driven
Marketing Survey 2013
Why is a DMP so important?
• Who are your customers?
• What attributes define them?
• Which specific products are they
currently in-market to buy?
• What are they likely to buy next?
• How do you reach more of them?
• How safe is your customer data and
are you leaking gold without knowing
BUT collecting, analysing, managing
and acting on this data is a complex
A DMP provides these capabilities
Control and segment 1st party customer
and campaign data
Compare and synchronise with 3rd party
Activate audience segments across
online display, search and social
Deliver personalised targeting across
web and ecommerce platforms
Target audiences throughout the
consumer journey – Acquisition, retention
Get visibility into the ROI each campaign
delivered for each segment
Protect privacy through management of
3rd party data collectors
How does a Data Management Platform work?
Aggregates 3rd Party Data
DMP integrates and
unifies 1st Party and 3rd
Party data (via cookie
synching) to create
Drives media efficiency by
excluding or negatively
targeting existing customers
DSP or Trading
Audience segments are
passed into Demand
Side Platform (DSP) or
Trading Desk for
across media inventory
can be utilised for
targeting across web
platforms to increase
Minimise data leakage via DMP
tag management (removal of ad
network tags etc.)
Trading Desks: One size does not fit all
Client Customisation – Data planning, analytics, bid-algorithms