Andy Mihalop, Mediacom's new Director of Biddable and Programmatic Media explores how brands can get the most out of consumer insight in programmatic campaigns.

1. Examining the role of customer centric
data in programmatic media
ad:tech London – 11th September 2013

2. 68% of CMO’s say it’s important to
create value from digital channels.
Only 13% say their performance is
leading edge.
2012 Interactive CMO Insights Survey

3. Programmatic marketing uses real time
systems, rules and algorithms to automate the
delivery of data driven, targeted and relevant
experiences to consumers as they interact with
a brand’s many touch points.
The experiences include targeted
offers, messages, content or ads across
paid, owned and earned channels. The best
programmatic marketing recognises the
consumer as he moves between channels and
touch points, so that each interaction informs
the next.
John Nardone CEO [x+1]

4. By 2017 the CMO
will spend more on
IT than the CIO.

5. Presentation Title Here
by MediaCom, 00.00.0000

6. vs.
Integration
Interoperability

7. Data Management Platform (DMP)
“A unified technology platform that intakes
disparate first, second and third-party data
sets, provides normalisation and segmentation
on that data, and allows a marketer to push the
resulting segmentation into live interactive
channel environments.”
Forrester Report: The DMP Is The Audience Intelligence Engine For Interactive Marketers

8. Data and process are
the new black.

9. 71% of marketers plan to
implement a big data
solution.
Only 18% of marketers
have a single customer
view.
Only 57% of marketers
plan to use data to drive
real-time decisioning in
the next two years.
Teradata – Global Data-Driven
Marketing Survey 2013

10. Why is a DMP so important?
• Who are your customers?
• What attributes define them?
• Which specific products are they
currently in-market to buy?
• What are they likely to buy next?
• How do you reach more of them?
• How safe is your customer data and
are you leaking gold without knowing
it?
BUT collecting, analysing, managing
and acting on this data is a complex
10
challenge.

11. A DMP provides these capabilities
 Control and segment 1st party customer
and campaign data
 Compare and synchronise with 3rd party
data
 Activate audience segments across
online display, search and social
advertising campaigns
 Deliver personalised targeting across
web and ecommerce platforms
 Target audiences throughout the
consumer journey – Acquisition, retention
and cross-sell
 Get visibility into the ROI each campaign
delivered for each segment
 Protect privacy through management of
3rd party data collectors
11

12. How does a Data Management Platform work?
1
2
Aggregates
Internet
Activity
1st
Aggregates 3rd Party Data
Party Data
CRM
Database
Onsite
Data
Campaign
Data
1
DMP
Servers
X
2
DMP
3
DMP integrates and
unifies 1st Party and 3rd
Party data (via cookie
synching) to create
audience segmentation
4
Drives media efficiency by
excluding or negatively
targeting existing customers
6
DSP or Trading
Desk
5
Audience segments are
passed into Demand
Side Platform (DSP) or
Trading Desk for
audience targeting
across media inventory
sources
Audience segments
can be utilised for
personalised onsite
targeting across web
platforms to increase
conversion
7
Minimise data leakage via DMP
tag management (removal of ad
network tags etc.)

13. Trading Desks: One size does not fit all
Client Customisation – Data planning, analytics, bid-algorithms
Agency
Group
Trading Desk
Independent
Trading Desk
Client/Agency
Trading Desk

14. Micro
Layer
Data
Bid Stream
Prop
Data
Sources
Data Store
Data
Modelling/
Predictive
Analytics
DSP
Data
Visualisation
Client
DMP
Macro
Layer
Data
Trading
Strategies
Data Planning/Engineering
Data Science/Analytics
Trading/Optimisation
DSP

15. Thank you.
andy.mihalop@mediacom.com