11. TENDÊNCIA OU REALIDADE?
• Multi-touch interfaces - Apple's iPhone (2007),
Microsoft (2007), Obscura Digital (2008), MIT (2009),
Intel (2009)
• Retina scanners - Global Rainmakers Incorporated
(GRI) (2010)
• Facial recognition advertising billboards - being
developed by NEC.
• Electronic paper - being developed by Xerox, MIT,
Hearst Corporation, and LG
• Insect robots - by the United States Military
20. MARKETING PROGRAMÁTICO 2.0: DMP
Engagement layer
Cross-screen
Email
Phone Search
Social
Display
Website
Offer
Forms
Chat
True Data
Management
Anonymous
!
• Cross silo
• Programmatic
• Channel agnostic
• Powered by hub
• Known and anonymous
• Digital story telling
DMP
Marketing Automation 2.0
Known
21. Profiles anônimos
integrados
Média CPM $2.80
CPC $1.29
Alta probabilidade do
usuário usar iPad mini.
Algoritmo de scoring -
decisão em real-time.
DMP - PROFILE
22. DMP - AUDIÊNCIA & ATIVAÇÃO
Interessados em banjo.
Criteria: website behavior,
informação de CRM, social e
engajamento por email.
Período específico.
Em segundos podemos entender o tamanho
da audiência, alcance por canal e overlap
entre canais. Podemos ativar facilmente as
audiências em cada canal.
24. Personally Identifiable Anonymized
P r o p r i e t a r y & C o n f i d e n t i a l
Known First-Party
Audience
Audience Selection
Real-Time Bidding
and Targeting
iOne Media Profile
Store
iOne Client Profile
Store
Native Lookalike
Audience
Create Lookalikes
Media Profile IDs
Known Profiles Not Part of Native Lookalike
Audience
PRIVACY
Princípios Regulatórios do OBA
(Online Behavioral Advertising)
!
Principais entidades:
• FTC (Federal Trade Commission)
• Digital Advertising Alliance