It’s 2014 and nearly everything is described as data-driven. From marketing to recruitment, all actives are quantified and leveraged in an algorithm to optimize a future, repetitive action. Data-centric strategies minimize waste and provide a competitive advantage. Data Management Platforms (DMPs) provide the necessary infrastructure to append and normalize disparate datasets from varying sources – both structured and unstructured – determined from different methodologies with varying accuracy. All of this enables a client to onboard anonymous first party data to i) further decorate it and provide insights, and ii) make it actionable. The following presentation is an overview of the desktop DMP industry as I see it today (2014) and how I view mobile as an opportunity for expansion of both technology and client budget. Established DMPs have an opportunity to further commercialize their technology. I look forward to watching who makes the transition successfully. [Sources available upon request: Keith.E.Petri@Gmail.com or @KeithEPetri]

1. Data Management Platforms
2014 Overview

2. data management platforms
an overview
© 2014

3. overview
•
Data Partners
1st Party
2nd Party
3rd Party
Data Normalization
© 2014

4. overview
Online / Offline
Search
Web
Web
Social
Social
Mobile
Mobile
© 2014
Structured & Unstructured
Search
Online / Offline
•

5. overview
Audience Data
Web Analytics
App Analytics
Elements
•
CRM
POS
Video
Social
Purchase Data
© 2014

6. overview
•
Methodology
Declared
© 2014
Inferred
Modeled

7. overview
•
CRM Data
• Decorated
• Anonymized
• Actionable
CRM Onboarding
Cookies
[Identifier]
1st Party
Segments
Offline
Purchase
History
© 2014
Demographics
Browser &
Contextual
Intent

8. overview
•
Why a DMP?
Who is my
audience?
• Research &
Insight
© 2014
How do I target
them?
• Targeted
Media Buys
Afterwards, did
it work?
• Attribution

9. market Landscape
competitive positioning
© 2014

10. landscape
•
Why use a DMP?
Align Media Companies’ Interests
Manage & Optimize Cross-Channel
Big Data Informs Business Decisions
Preserve Privacy & Ensure Security
© 2014

11. landscape
•
DMP Evaluation
Criteria
•
•
•
•
•
•
•
© 2014
DMP Data Provider Partnerships
Data Collection & Normalization Processes
Segmentation & User Profile Management
Audience Data Syndication
Reporting & Analytics
User Interface
Client Services

12. landscape
•
Market Landscape
Competition
High
Scale &
Depth of
Dataset
Low
Low
© 2014
Profiling Ability (# of Segments)
High

13. landscape
•
Cover Complete Customer Life-Cycle
•
Market Leader: End-to-End Marketing with Adobe Marketing Suite
Life-Cycle
Analytics
TagManager
AudienceManager
Marketing Suite
Efficient Frontier
© 2014

14. landscape
•
Market Opportunities
Trends
Mobile
• 1st & 3rd Party Data Sources
• Access to data, insights & reporting
Complete Coverage of
Customer Life-Cycle
• Horizontal Development to create an
end-to-end, one-stop shop for Marketers
Offline Data
• Additional offline data will allow for more
complete profiles.
© 2014

15. mobile
opportunity
© 2014

16. mobile
•
channel growth
© 2014

17. mobile
•
Percentage of Mobile Website Traffic
channel growth
© 2014

18. mobile
Mobile Cookies
•
•
•
•
•
cookie depreciation
iOS Default Settings Block 3rd Party Cookies
Android Accepts 3rd Party Cookies
All Platforms Clear Cookies in Cache on App Close or Phone Reset
Cookies are Siloed; Inaccessible by other applications and browsers
Mobile Cookie Performance [H1 2013]
•
•
© 2014
67% of ads served on Safari browser were served with no cookie match
• 66% of mobile impressions served overall.
41% of total mobile impressions served without cookies
• Compared to 10% cookieless on desktop

19. mobile
ID is Key
•
•
device ID
Static Identifier
• Android: Android ID
• Static (Depreciates ~2 Years)
• iOS: Identifier for Advertisers (IDFA)
• Consumer Controlled (Default: Open)
Device Fingerprinting
•
•
© 2014
A technique, which uses browser environment characteristics, like installed
fonts, installed plugins, screen resolution, to generate an unique devicespecific fingerprint.
Example Data Points:
• Country Code
• Device Brand
• Device Model
• Device Carrier
• IP Address
• Language
• OS Name
• OS Version
• User Agent
• Timestamp

20. mobile
Mobile Browsers: One Step Removed
[Accessing Device ID]
•
mobile browsers
OS
App
Data
OS
Browser
Web [App]
© 2014
Data

21. mobile
Mobile Data: Opportunity
[Exposed in Bid Request (BR) or Example Companies]
data
Operating System
(BR) i.e. iOS, Android
Device Hardware
(BR) i.e. iPhone, iPad, etc.
Contextual
Elements
•
(BR) i.e. App Name & iAB Category
Language
(BR; Limited to Browser)
Current Geolocation
(BR; Avail.) Geo Coordinates
Retargeting
Location Based Profile
User Profiles
CRM
App Analytics
© 2014

22. mobile
•
Mobile Publishers: Pain Points
developers
Publisher
Spends time and money
building applications.
Lose-Lose
• Advertiser does not
meet campaign KPI.
• Publisher yields low
revenue.
© 2014
Monetization
Deploys applications on the
market. Monetizes through
advertisements.
Inventory
Huge supply results in bids
for irrelevant impressions.
Networks
Lower eCPMs and CTRs
than any other ad channel.
Targeting
Advertiser cannot discover
desired audience due to lack
of data on mobile.

23. mobile
•
channel overview
Siloed Audience Targeting Data
Nominal Conversion Rates
•No standardized or accepted means of cross-channel attribution.
Advertisers Missing KPIs per Campaign
•Or unable to measure results and attribute revenues to investments.
Minimized Spend
•While total investment in mobile search, display, video, and social
grows, CPM costs are nominal.
Publisher’s Potential Revenue Limited
© 2014

24. mobile
•
remaining hurdles
ARPU
• 35.8%
Projected
Growth in
2014
© 2014
Ad Units
• IAB Rising
Star Ad
Units
Data
• DMP’s
Opportunity

25. mobile
•
Advertisers are Dependent
data management
© 2014

26. mobile
•
Advertisers are Dependent
data management
© 2014

27. mobile
Advertisers are Dependent
[…and Motivated]
•
data management
© 2014

28. strategy
implementation
© 2014

29. strategy
•
Minimize Market Education
shift budgets
Avoid
• Hiring
• Training
Extend Desktop Budgets
•
© 2014
Cross-Device

30. strategy
•
Overdue-Shift of Revenue for Publishers
mobile monetization
Mobile Monetization
• Initial Targeting Data
• Cross-Channel Attribution Models
• Impressions are not enough, data is a valuable asset currently
unleveraged by majority of mobile publishers/developers
• Opportunity with mid-tier and long-tail
Mobile Analytics & Insights
• Limited options outside of analytics to understand mobile consumer
demographics.
• Data visualization tool; used for ad
operations, sales, marketing, analytics and research
Consumer Purchase Decision
• Visualize customer’s location in the conversion funnel
© 2014
Keith Petri, 2013

31. Questions / Comments
@KeithEPetri
www.KeithPetri.com