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The importance of DMP in today’s data driven digital ecosystem…

Data Management Platform (DMP)

The importance of DMP in today’s data driven digital ecosystem…

In today’s digital advertising environment that “All things are Data”, the use of Data Management Platform is the driving force of effective digital advertising activities. On this blog, we will define Data Management Platform (DMP) and describe the 3 main steps that a marketeer needs to follow in order to activate a DMP account.

What is Data Management Platform?
A data management platform (DMP) is the backbone of data-driven marketing which allows businesses to gain useful and unique insights into their customers.

DMP is a unifying, centralized platform that collects data audience (1st, 2nd and 3rd party) from several sources, including online, offline and mobile. It organizes them in segments, creates target audiences and makes them available to marketers for activation in digital marketing campaigns. A DMP not only collects and organizes the data, but also makes it available to other platforms (such as DSPs, SSPs, and ad exchanges) in order to be used for targeted advertising, content customization, and data monetization.

DMPs are extremely important for advertisers because they enable them to deliver targeted results but most importantly to improve the overall efficiency and ROI of their advertising campaigns. With DMPs, you can achieve extraordinary targeting and scale across all your online advertising channels. A good example is when an advertiser uses a DMP to collect and organize data which they are then used to deliver a particular ad to parents aged 25-35 who enjoy planning their family vacations online.

How does a DMP work?
In order for advertisers to be able to use the available data for digital marketing purposes, they first need to activate an account with a DMP company and then follow three basic steps: Data Collection, Data Management (Taxonomy and Segment), and Data Activation.

Data Collection:
The first step of a DMP is to be able to collect easily 1st party audience data in one place and to import data from 3rd party data providers in order to compare these data points against the 1st party data. This 1st party data can be collected based on specific behaviours such as clicks, downloads, video uploads or video completions as well as on interests like football, gardening, shopping, cycling, fitness, owning a pet, and travel. The collection of data can include demographic, household and socio-economic data as well.

Data Management:
After the collection of the data, the DMP will have to organize the 1st party audience data into categories and taxonomies. In other words, it must start creating market segments. Once the data is uploaded to the platform and organized into segments, you can use this information to build audiences for specific marketing campaigns. For example, an advertiser that runs digital campaigns for a retailer may want to target males aged 25-34, while another may focus on women who buy clothes online. Audience segmentation is the power that advertisers hold to run data-driven campaigns and reach the right consumers at the right time.

Data Activation
The final step is to activate the data and to start monetizing the data audiences. In order to activate the DMP audiences, it needs to be integrated with other programmatic platforms, ad exchanges and SSPs. Adform DMP is directly integrated with Adform programmatic platform so that the clients can run perfectly targeted digital campaigns but also activate the data audiences to direct campaigns in local websites via Adform 3rd party Ad Server.

In a heavily data-driven digital ecosystem, Adform DMP allows marketers to create an anonymous profile of their data assets so that they can be targeted via both Adform programmatic platform and Adform Ad-Serving. Being able to target the right ad, to the right viewer, at the right time is an extremely valuable asset in today’s dynamic digital environment.

PS New Deal offers its clients world-class DMP advertising solutions to help them achieve perfect audience targeting in order to maximise the performance of their campaigns and thus, to reach maximum ROI of their digital advertising activities.

Adform’s full-stack platform enables advertisers to directly integrate and activate its DMP activities to its programmatic or direct campaigns at the highest efficiency. In this way, leakages and data-loss are minimized.

If you are an advertiser or a publisher that needs to learn more about Adform DMP and the benefits that can bring to your digital advertising performance, please free to contact Maria Zacharoudes who is our Commercial Director at: [email protected] or 22 010018.

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The 1st-Party IDs are the only way forward

The 1st-Party IDs are the only way forward

The digital advertising world will not be the same by the next couple of years. In 2019, Safari and Firefox browsers deprecated 3rd-party cookies, leaving many advertisers wondering how they would address users with relevant advertising in the future. For the moment, the Cypriot digital advertising ecosystem should not worry, since only 10-15% of traffic comes from these browsers (compared to 25% in the rest of the world). Thus, it may not be a high priority to find an alternative form of ID management.

However, this should not be the case, as in early 2020, Google Chrome has announced that by 2022 it would deprecate 3rd-party cookies as well. In Cyprus, 65% of traffic comes from Google Chrome. If this percentage is added to the 15% of Firefox and Safari, almost 80% of the digital advertising traffic will be affected.

In response to all these changes, Adform, our technological partner, proactively undertook a period of intense research in collaboration with publishing groups with the aim of finding a way to maintain the high level of marketing personalization afforded by 3rd-party cookies. So far, Adform has already designed a 1st-party ID solution that could continue to bring transparent, personalized, measurable, and brand safe online advertising to the market. In June 2020, after a period of beta testing, the solution was launched with live campaigns and 1st-party ID management along with its many benefits became a reality.

1st-Party IDs are the only way forward
It is not strange that Adform is a first mover in this area. The whole digital advertising ecosystem is quite complex and requires many different components to work together in order to create the optimal performance. Adform full-stack platform is comprised of an SSP (Pulishers’ Network), DSP (Programmatic Platform), Ad Server and DMP (Data Management Platform). All of them have had to be modified to encompass this paradigm change. To facilitate a fully operational value chain based purely on 1st-party IDs and to allow targeting of connected 1st-party data, Adform has made important adjustments across all its product areas:

DMP (Data Management Platform): The Adform DMP is now able to operate purely on 1st-party publisher IDs. In this way, it is possible to receive such data and make it available in the Adform DSP.

DSP (Programmatic Platform): The DSP has undergone major changes in order to become capable of:

1) Receiving 1st-party IDs in bid requests;

2) Bid purely based on 1st-party IDs or in combination with any 3rd-party IDs if present;

3) Continuing frequency capping or data targeting based on 1st-party IDs.

Ad Server: The Ad server can now report on 1st-party IDs.

SSP (Publishers’ Network): The Adform SSP can facilitate the whole process which has been described above by enabling the transmission of 1st-party publisher IDs in order to allow the ad server, reporting and measurement to function effortlessly.

Five Advantages of a 1st-Party World

While 3rd-party cookies have made it very easy to enable personalized marketing, they also have some disadvantages. Some of them are limited lifetimes, consumer and regulatory scrutiny, etc. Switching to 1st-party cookies is likely to bring further benefits such as:

  1. More transparency and less fraud to the digital advertising ecosystem
  2. Superior data end-to-end
  3. Enhanced marketing
  4. Better user experience, privacy and compliance
  5. Premium content will grow


It is unavoidable that digital advertising is moving extremely fast. At PS New Deal, we feel lucky to be Adform’s technological partner in the Cyprus market, because it has been a leader in adjusting to the new standards of the new marketing era. Adform’s full-stack platform (Ad-Serving, DSP, DMP, SSP) provides the means to move towards the new way of performing campaigns and more importantly to get adjusted to the 1st party IDs era, that encourages a more transparent and a more enhanced way of digital advertising ecosystem.

If you want to learn more about how your company can be adjusted to the new era of 1st party IDs and how it can help you become a top-tier performance agency, please feel free to contact Andreas Pavlides, the Head of Strategy at: [email protected] or 22 010018.

 

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Happy 2021: Newdeal welcomed the new year

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