2014 Overview of Mobile Opportunities for Data Management Platforms (DMPs)
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The document provides an overview of data management platforms (DMPs) in 2014, discussing data normalization, audience targeting, and analytics across various data types. It outlines the landscape of DMPs, including market opportunities and challenges such as cookie depreciation and the need for cross-channel attribution. Additionally, it highlights the dependence of mobile advertisers on effective DMPs to leverage data for targeting and monetization strategies.
![overview
•
CRM Data
• Decorated
• Anonymized
• Actionable
CRM Onboarding
Cookies
[Identifier]
1st Party
Segments
Offline
Purchase
History
© 2014
Demographics
Browser &
Contextual
Intent](https://image.slidesharecdn.com/dmps-2014-140304095101-phpapp01/85/2014-Overview-of-Mobile-Opportunities-for-Data-Management-Platforms-DMPs-7-320.jpg)
![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](https://image.slidesharecdn.com/dmps-2014-140304095101-phpapp01/85/2014-Overview-of-Mobile-Opportunities-for-Data-Management-Platforms-DMPs-18-320.jpg)
![mobile
Mobile Browsers: One Step Removed
[Accessing Device ID]
•
mobile browsers
OS
App
Data
OS
Browser
Web [App]
© 2014
Data](https://image.slidesharecdn.com/dmps-2014-140304095101-phpapp01/85/2014-Overview-of-Mobile-Opportunities-for-Data-Management-Platforms-DMPs-20-320.jpg)
![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](https://image.slidesharecdn.com/dmps-2014-140304095101-phpapp01/85/2014-Overview-of-Mobile-Opportunities-for-Data-Management-Platforms-DMPs-21-320.jpg)
![mobile
Advertisers are Dependent
[…and Motivated]
•
data management
© 2014](https://image.slidesharecdn.com/dmps-2014-140304095101-phpapp01/85/2014-Overview-of-Mobile-Opportunities-for-Data-Management-Platforms-DMPs-27-320.jpg)
2014 Overview of Mobile Opportunities for Data Management Platforms (DMPs)
- 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
- 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
- 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
- 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
- 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
Editor's Notes
- #3: Source: http://www.mediapost.com/publications/article/155619/exelates-ceo-coins-term-for-dmp.html
- #11: Unite the interests of advertisers, marketers, publishers and digital merchants around distinct, actionable audiencesPresent a foundational infrastructure for managing and optimizing, cross-channel customer experience managementPromote the development of “Big Data”-level insights that could inform product development, customer service, resource allocation and a range of other business functionsManage complex data governance programs that seek to preserve privacy, promote transparency and choice, ensure the security of sensitive information and guarantee that the interests of the consumer are never subordinated to “real-time” execution needsProvide a foundation for assessing—and substantiating—the true value of advertising, marketing and media investmentsSource: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-1112125th, if needed, “Enable Smart Marketing Investments”
- #13: Source:Adobe Scale: http://www.datastax.com/wp-content/uploads/2012/11/DataStax-CS-Adobe.pdf
- #17: Source: http://go.brandlift.com/rs/vizu/images/REPORT%20-%20Whats-Next-Getting-Started-With-Mobile.pdfProjected to grow to 75% in 2014
- #18: Source: http://bgr.com/2013/11/08/mobile-devices-internet-traffic-q3-2013/Only 20% of activity on smartphones (compared to app usage)
- #19: Source: Casale Media
- #22: The average user engages about 200 times a day with their mobile device of choice, spending an average of two hours and 21 minutes a day on them.
- #26: Source: Winterberry Group White Paper (Marketing Data Governance); July 2013
- #27: Source: Radar & BlueKai Research 2013
- #28: Source: Radar & BlueKai Research 2013