The core idea of advertising is ‘get the message to the right viewer at the right time’. Data is the core component of all this. There is abundant data left behind by the viewer when they engage in online activities. Butintegrating, analysing and managing data from different online sources is very burdensome.That is where the Data Management Platform or the DMP comes in.
What is that DMP?
The Data Management Platform or the DMP is a centralized platform that collect immense amount of data. This data is utilized by ad exchanges, advertisers and publishers. In other words it is like a central intelligence system for digital marketing
DMP and AdTech
If you are willing to have a firm hold on the campaigning proceedings then you are in the right place. Use of information gathered by Data Management Platform provides an additional agility to the Ad Tech operation — it improves the definition of the target audience and subsequent ad distribution.
The changes in campaign can be done as per the data obtained from the platform and the data can be used for targeting the exact audience group who are likely to respond well.
DMP process is more efficient and precise targeting to the target audience that generates conversions that in turn enhance ROI from ad spending. Which is a very important thing because gestation and hesitation are rather destructive approaches in marketing.
What Data Management Platform can do?
- Handle and adjust ad campaigns according to obtained data;
- Real time stats to increase conversion rates and provide an engaging user experience. This can establish a brand in a shot span of time.
- Return of Investment [ROI] will increase by folds. Ad wastage will be reduced without any doubt.
- Personalized content according to the user interest, this can increase the probability of conversion and establish the brand.
- A credible user profiling that can increase the efficiency of targeting.
How does it work?
Let’s assume a company decides to market their product to new customers through ads. The marketers narrow down their view to the people who possess the same traits and behaviour as their existing customers.
With the DMP the marketers are able to analyse the data and arrive at a baseline profile of the audience they want to target.
Marketers can then use the processed data to plan and automate their advertising. They can use the information to aid their cross platform advertising whether it’s a computer, tablet or a phone and make sure they get the most out of their campaign.
The user gets real time insights on the demographic data, which can be used to channelize the ads to the right and potential audience. The DMP enablesmarketer to know their customers and audience even better, thanks to deeper and clearer insights.
- First party data : This type of data is collected and owned by the publisher or marketer. Data such as CRM data, subscription or membership data of their users or audience. Usually it is collected from the users’ cookie data. It is free, accurate and relevant to the concerned entity.
- Second party data: This type of data is nothing but the first party data of someother publisher or marketer which can be gained through a strategic partnership.
- Third party data: The online and offline data available in the market which can be bought from a data provider we call as third party data. Data providers are those that collect or buy data from a number of publishers. This type of data is usually bought and is not very much accurate.
The first step is the collection of data from the selected sources, usually this includes data from first, second and third party. There are various methods involved in collecting data and proceeding with it to the further stages.
- Pixel tracking
- Integration with the second and third party data suppliers.
- Tags- by implementing tag manager one can insert the snippets of code into a website’s pages that will be tracked according to determined function.
- Cookies via Cookie Syncing — mapping and unifying user’s ID over the multiple platforms
Next Stage of DMP Operation is Data Segmentation. Once information is gathered — DMP organizes it according to the present taxonomy. It includes a variety of parameters. Some of them involve the user’s personal data, other include data regarding their interaction with monitored entities.Segmentation taxonomy is wholly dependent on the selected marketing model and includes only those elements that are vital to efficient targeting.
Once data is segmented, it is processed to construct clearly defined customer profile for targeting.
Usually, this operation involves analysis of users past activity on site, his events and impressions (clicks, etc), preferences, and response to ads.
Once information is gathered, segmented and analyzed — it can be transferred to ad exchanges, Supply-Side Platform (SSP) and Demand-Side Platform (DSP) which in turn will deliver the goods to the advertisers.
This information will help to perform more accurate ad buys during real-time bidding operations.
Before the whole data management starts — you need to set up the connection between sources. Your ultimate goal is to maintain a steady transmission of data from multiple sources without missing a beat and stumbling into a mess.In order to make that happen — you need to be sure that all the sources meet system requirements and are compatible with other.
Dealing with Scalability
DMP is as good as its scaling capacity. That is one element essential to its successful operation. The thing is — standard Ad Tech operations consists of millions upon millions of various events happening on sites. And every single bit of this information must be collected.
And if the system can’t handle such workload — troubles ensue. One of the most effective solutions for DMP scalability is to use a cloud platform. The majority of services provide automatic scaling features that will seriously ease up the challenge.
Managing data is one thing. But you also need to store it somewhere and that is a challenge. You have an infinite stream of incoming information. It is constantly collected, processed, segmented and transferred. You have data in active use and data that was already used. All these things have to be stored safely.
DMP deals with large quantities of data coming from various sources — that creates a necessity of creating a set of automated scenarios that will handle the operation with its own settings. We’re talking about millions of events per seconds — there is no chance a human being will be able to deal with it manually.
Privacy & GDPR
Full adoption of GDPR is a game-changing moment for an Ad Tech industry.
On one hand, GDPR’s expansion of the definition of the user’s personal data is forcing drastic changes of approaches to deliver ad content. On the other, it is a chance to bring transparency and trust to a rather murky realm of Ad Tech.
In the long run, GDPR will turn Ad Tech use of DMP on its head. The thing is — GDPR compliance is not a joke.
Technically, that means you need to ask yourself the following questions:
- What kind of data are you going to collect and from what sources?
- Where is collected data going to be stored? How long is it going to be stored?
- Who will have access to it?
- Are third-parties involved in the operation privacy-compliant?
Another important thing is to have a system that will store information about the use of information. That is a critical factor in building a fully transparent and trustworthy operation.
dJAX Data Management Platform is the best way for delivering quality creatives to the targeted audience. Handling DMP with at most care can help in building a perfect platform to project forward. A precise tool with perfectly working stats to know about the current pulse on the proceedings of the marketing campaigns.
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