The document discusses audience data and activation. It describes how a self-service data management platform (DMP) called Weborama Audience Manager can collect first-party data from websites, organize and analyze the audience data to gain insights, and transfer the data to advertising networks, publishers, and other third parties. The DMP offers advantages like high synchronization rates, powerful yet easy to use look-alike modeling algorithms, and a user-friendly interface while maintaining full transparency and data privacy for clients.

1. AUDIENCE-DRIVEN WORLD
FROM DATA TO VALUE

2. UNIFIED CUSTOMER VIEW
IAB OCTOBER 2015
360º VIEW
MEDIA
DATA
2ND PARTY
DATA
CRM
DATA
WEBORAMA
DATA
OTHER
3RD PARTY
SITE
DATA
• PAGE/SITE VISITED
• VISIT RECENCY
• NUMBER OF PAGE VIEWS
• TIME SPENT ON SITE
• EXPOSED
• CLICKS
• VIDEO INTERACTIONS
• CONVERSIONS
• MOBILE SUBSCRIPTION
• E-MAIL ACCOUNT
• BEHAVIOR ON PARTNER
WEBSITE & APPLICATIONS
• INGESTION OF OTHER
3RD PARTY DATABASE
• DEMOGRAPHICS
• BEHAVIORAL
• INTEREST &
INTENT

3. KNOWLEDGE ALONE IS NOT ENOUGH
360º VIEW MEDIA SPACE
AUDIENCE ACTIVATION
IAB OCTOBER 2015

4. WEBORAMA AUDIENCE MANAGER
SELF-SERVICE DMP

5. WAM // FEATURES
DATA COLLECTION
Collect your first-party data from all websites in one place
DATA CLASSIFICATION
Organize the first-party data structure based on your business objectives
DATA ANALYTICS
Analysis of the audience for a clearer understanding of customers intent
DATA TRANSFER
Leverage the data by transferring it directly to the ad networks, portals, DSPs, social networks and TD
DATA EXTENSION
Extend your target audience by adding 3rd party data knowledge (Look-alike)
IAB OCTOBER 2015

6. WAM // ADVANTAGES
AUDIENCE ACTIVATION
High synchronization rate with 3rd party platforms (DSPs, social networks, publishers)
make it easy to transfer and use audiences built in WAM
SELF-SERVICE LOOK-ALIKE
Modelling algorithm – is both very powerful and very simple to understand and to use.
Being a fully transparent, algorithm provides audience insight that explains performance
USER-FRIENDLY INTERFACE
Powerful algorithms and capabilities enclosed in user-friendly interface which is simple to
understand and use
IAB OCTOBER 2015

7. WAM // ADVANTAGES
FULL TRANSPARENCY
Weborama DMP is not a «black box».
Each client has an access & total control over its data
DATA PRIVACY
Each client has its own DMP account on personal domain which guarantees the exclusion
of data intersection between clients
ACCESS TO WEBORAMA DATA
Native access to the whole Weborama profile database: 70 Mln. unique users with socio-
demographic and behavioral criteria
IAB OCTOBER 2015

8. WAM // UI
WEBORA
MA DATA
(SOCIO-
DEMO,
INTEREST
S)
1ST
PARTY
& MEDIA
DATA
AUDIENC
E
EXTENTIO
N
AUDIENC
E
TRANSFE
R
IAB OCTOBER 2015

9. FROM PREDEFINED TAXONOMIES
TO OWN DATA SOURCES

10. AUDIENCE EXCHANGE
IAB OCTOBER 2015
AGENCY or CLIENT
DMP
AGENCY or CLIENT
DMP
AGENCY or CLIENT
DMP
DMP
PUBLISHER
DMP
PUBLISHER
DMP
PUBLISHER

11. AUDIENCE EXCHANGE
IAB OCTOBER 2015
JOB VERTICAL
VISITORS
PUBLISHER’S DMP CLIENT’S DMP
AVITO 2ND
PARTY DATA
+
3RD PARTY
SOCIO-DEMO
CREATIVE
MESSAGE

12. QUESTION ?
IAB OCTOBER 2015
FULLY
TRANSPARENT
DATA
РАБОТА
недвижимость
спорт
семьяПРЕМИАЛЬНЫЕ АВТО
АКТИВНЫЕ ВИДЫ СПОРТА
Хочет взять кредит
ЕСТЬ ПЛАНШЕТ
СТИЛЬ
ИПОТЕКА
Любитель походов
ВИДЕОИГРЫ
кулинария
шопинг
3RD PARTY DATA 2ND PARTY DATA
THE DECISION IS YOURS

13. WE ❤︎ DATA