The document discusses the explosion of data generation, highlighting the importance of first-party, second-party, and third-party data for targeted marketing. It explains how demand-side platforms (DSPs) and data management platforms (DMPs) can facilitate programmatic advertising by analyzing and leveraging various data types for efficient audience targeting and campaign optimization. Additionally, it outlines methods for matching and using customer data, including email matching and look-alike modeling, to enhance advertising effectiveness across multiple channels.

2. THERE’S MORE DATA THAN
THERE HAS EVER BEEN
90% 110.7
TRILLION
OF ALL DATA CREATED IN THE LAST 5 YEARS
E-MAILS, TWEETS, FACEBOOK
POSTS & GOOGLE SEARCHES IN
2014

3. AND THERE ARE MANY TYPES OF DATA AVAILABLE TO YOU

4. WITH EACH TYPE SERVING A DIFFERENT PURPOSE
1st PARTY DATA
YOUR data:
• CRM
• Web analytics
• Subscription data
• Social data
• Mobile data
2nd PARTY DATA
PARTNER data:
• Similar to first party
• Bought in from other
publishers
3rd PARTY DATA
OTHER data:
• Generated by other
platforms
• Can be aggregations of
multiple sites
EFFICIENCY
TARGET / EXCLUDE EXISTING
CUSTOMERS
EXCLUSIVITY
REACH BESPOKE AUDIENCES
WITH A TAILORED OFFERING
SCALE
PROSPECT TO ‘IN-MARKET’
USERS

5. THEN LEVERAGE IT TO ACHIEVE YOUR OBJECTIVES
1ST PARTY DATA
SEGMENT TARGETING
REDUCED WASTAGE
THROUGH IMPRESSION
SUPPRESSION
IMPROVED
PERSONALISATION OF
ADS
ENHANCED CROSS-SELL
ABILITIES
COMBINE ON AND
OFFLINE FOR SINGLE
CUSTOMER VIEW

6. ACTIVATING DATA IN DIGITAL

7. BEFORE
WE START

8. PROGRAMMATIC TECH BUILDING BLOCKS, SIMPLIFIED
Automated
Marketplaces
SELL SIDE/
SUPPLY
BUY SIDE /
DEMAND

9. BREAKING DOWN THE BUILDING BLOCKS
All addressable
channels:
Display
Mobile
Video
Radio
Publishers
DSP
Demand Side
Platform
SSP
Supply Side
Platform
DMP
Data
Management
Platform
Automated
Marketplaces
Advertisers
Agencies
&
Trade Desks

10. DEMAND SIDE PLATFORMS EXPLAINED
DSP
Demand Side
Platform
DMP
Data
Management
Platform
Automated
Marketplaces
Advertisers
Agencies
&
Trade Desks
• A DSP is a technology platform enabling
traders to buy digital media
programmatically via a single interface.
• Makes smart decisions about campaign
delivery depending on the criteria set by the
traders
• Can process massive amount of data in near
real time
ENABLE CLIENT DATA TO POWER/INFORM THIS BUYING PROCESS

11. DEMAND SIDE PLATFORMS IN ACTION
Step 1: Users
request web
page
Step 2: Ad server: “Do I
have a guaranteed
impression?”
Yes
No
Step 3 – Yield Optimizer: “Hey, DSP’s – we
have someone!”
DSPs
$0.95 pass $0.47 $2.10
$0.96
Step 4: Highest bidding DSP
wins the ad impression, delivers
creative
Akamai: Visited OpticWhite
Lotame: F18-34
Bluekai: Fashion Intender
eXelate: Online Shopper
Yield Optimizer
& Exchange
DSPs: “who is this? Do we want
to bid?”

12. THERE ARE MULTIPLE METHODS TO DO THIS, EACH HAVE
DIFFERENT BENEFITS
EMAIL MATCHING
Use of customer emails within channels
Single data point
CRM ONBOARDING
Customer database matched to cookies (with
attributes attached)
BOUGHT SEGMENTS
Consumer segments (representative of target
audience) can be bought from 3rd parties and
activated
LOOK-A-LIKE MODELS
Behavioural traits e.g. convertors can be modelled
by 3rd parties and targeted

13. UTILISING YOUR CUSTOMER DATA ALLOWS US TO TARGET (OR
EXCLUDE) USING WHAT WE KNOW ABOUT EXISTING CUSTOMERS

14. EMAIL MATCHING
EMAIL MATCHING
Use of customer emails within channels
Single data point
CRM ONBOARDING
Customer database matched to cookies (with
attributes attached)
BOUGHT SEGMENTS
Consumer segments (representative of target
audience) can be bought from 3rd parties and
activated
LOOK-A-LIKE MODELS
Behavioural traits e.g. convertors can be modelled
by 3rd parties and targeted

15. EMAIL MATCHING, WITHIN CHANNEL
CUSTOMER EMAIL
ADDRESSES
MATCHED AGAINST IN-
PLATFORM ACCOUNTS
INDIVIDUALS IDENTIFIED
WITHIN PLATFORM
AVAILABLE TO TARGET
WITHIN CHANNEL
SEGMENT CUSTOMER
DATABASE

16. CRM ONBOARDING

17. EXPERIAN: CRM DATA INGESTION PROCESS ILLUSTRATION
LEGAL
MATCHED SEGMENT
PROFILE AVAILABLE
CAMPAIGN LIVE
ACCOUNT
SETUP IN
EXPERIAN
FLAT FILE
UPLOAD &
MATCHED TO ID
KEYS
IDs PUSHED FROM
EXPERIAN
TO DSP
ID SYNC
(EXPERIAN/DSPs)
~60%

18. BOUGHT SEGMENTS
EMAIL MATCHING
Use of customer emails within channels
Single data point
CRM ONBOARDING
Customer database matched to cookies (with
attributes attached)
BOUGHT SEGMENTS
Consumer segments (representative of target
audience) can be bought from 3rd parties and
activated
LOOK-A-LIKE MODELS
Behavioural traits e.g. convertors can be modelled
by 3rd parties and targeted

19. VIA DSPs, 3RD PARTY AUDIENCES CAN BE BOUGHT ACROSS THE
MEDIA ECOSYSTEM
DISPLAY TV MOBILE SOCIAL
PROGRAM
MATIC

20. WITH THE SAME AUDIENCE ACTIVATED ACROSS EACH CHANNEL
DISPLAY TV MOBILE SOCIAL
PROGRAM-
MATIC
MOSAICS
PERSONICX
SIMPLE DEMOGS
LOCATIONAL
CUST. SEGMENT

21. LOOK-A-LIKE MODELLING
EMAIL MATCHING
Use of customer emails within channels
Single data point
CRM ONBOARDING
Customer database matched to cookies (with
attributes attached)
BOUGHT SEGMENTS
Consumer segments (representative of target
audience) can be bought from 3rd parties and
activated
LOOK-A-LIKE MODELS
Behavioural traits e.g. convertors can be modelled
by 3rd parties and targeted

22. CREATING AND ACTIVATING DISPLAY LOOK-A-LIKES
3RD PARTY TAGS DROPPED TO CAPTURE AUDIENCES WITH SPECIFIC
BEHAVIOURS E.G. COVERTERS
LOOKALIKE MODELS USED TO
SCALE ‘CONVERTERS’
ACTIVATE THOSE SCALED AUDIENCES VIA
DSPs

23. OR WORK WITH SPECIFIC PARTNERS TO CREATE LOOK-A-
LIKES FOR ACTIVATION ACROSS MULTIPLE CHANNELS

24. FUTURE
OPTIONS

25. EVERYONE’S TALKING
ABOUT…
DMPs
DMPs

26. WHAT IS A DATA MANAGEMENT PLATFORM or ‘DMP’
A centralised platform to store and manage multiple data sources
NOT a data warehouse or CRM database
And subsequently segment customers based on behaviour
A media DMP allows us to match data sources to cookies
We can then activate these segments across media channels

27. HOW DOES A DMP WORK?
Ingest multiple data sets Match cookies to users and segment Activate single view of customer
1st PARTY DATA
(our customer data)
2nd PARTY DATA
(from partners)
3rd PARTY DATA
(from other sources)

28. WHAT DOES A DMP ENABLE?

29. FINDING THE
ONE

30. ACCURATELY ATTRIBUTING PERFORMANCE
Standardise conversion measurement
More accurately measure the value of marketing activity
Determine optimal marketing mix
Provide actionable insights at each level (in-channel, cross channel)
Understand drivers and impact of new customer conversions -vs- upsell
conversions

31. THANK YOU