1.
Data Management
Platform
DMP101 The WHAT, the
HOW & the WHY
on DMP’s
EXAMPLE
TEST CASES
BONUS

2.
2
DATA 101
DMP 101
First things first,
lets talk about data first!

3.
TYPES OF DATA
3
2nd PARTY DATA
Data owned by a
partner but shared with
your organization.
1ST PARTY DATA
Data collected and
owned by your
organization.
PII: Personal Identifiable
Information such as name,
address, email etc.
3rd PARTY DATA
Data generated and owned
by other parties/vendors.
Anonymous: No personal
information linked by cookie
or device ID.
DMP 101

4.
DATA EXAMPLES
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1st 2nd
3rd
Web
Offline
CRM
Sales
Other
Demo
Other
Ent.
In-Market
Travel
1st A 1st B
DATA GENERATED & OWNED BY
ORGANIZATION
DATA SETS TRADED
BETWEEN PARTNERS
DATA GENERATED & OWNED
BY OTHER PARTIES/VENDORS
DMP 101

5.
COOKIES ID VS. DEVICE ID
5
Each browser on desktop and laptop computers
generates a unique cookie ID.
JANE DOE’S COOKIE IDS JANE DOE’S DEVICE IDS
Each tablet and mobile phone
generate a unique device ID.
DMP 101

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Cookie ID 21349
Device ID 112
Jane Doe Cookie ID 00148
DMPs store all data at the cookie or device ID level.
There is no Personal Identifiable Information (PII),
but there are hundreds of millions of IDs.
DMP 101

7.
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DMP 101
DMP 101
Now we are ready
for the DMP

8.
WHAT’S A DATA MANAGEMENT PLATFORM?
8
A DMP is a data warehouse, or software, that ingests, sorts
and stores massive loads of data, taken from a wide range of
first-party, second-party and third-party sources that can be
analyzed and exported.
Audience data points are stored by cookie or device ID in order to
generate audience segments for online targeting.
DMP 101

9.
WHAT’S A DATA MANAGEMENT PLATFORM?
9
A DMP is a data warehouse, or software, that ingests, sorts
and stores massive loads of data, taken from a wide range of
first-party, second-party and third-party sources that can be
analyzed and exported.
Audience data points are stored by cookie or device ID in order to
generate audience segments for online targeting.
DMP 101

10.
HOW DOES A DMP WORK?
10
Site Analytics
Email Database
Offline (CRM)
Partner / Vendor
CMS / Site Optimization /
Personalization
Email Campaign
Display
Video
Mobile
Addressable TV
Data intake
Data Normalization
Segmentation
Tag management
Analytics / Audience InsightsData Providers
1st Party Data
3rd Party Data
DMP
2st Party Data
DMP 101

11.
LET’S SUMMARIZE, A DMP…
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ANALYTICS
Provides audience insights
powered by 1st and 3rd
party data
INTEGRATES DATA
Anonymously integrates
data streams from multiple
data sources (1st + 3rd
Party Data)
UNIFIES AUDIENCES
Consolidates and unifies
audiences for cross channel
and contextual targeting
xs
ACTIVATION
Create audiences and
activate against specific
segments, cross channel/
cross device and on site.
DMP 101

12.
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Insights
1
Activation
2
DMP 101

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By integrating all of these data
sets, richer audience profiles can
be created.
Which allows for greater insights
that can be leveraged to
enhance the web experience,
fuel strategic direction and build
audience segments for targeting
Insights
1
DMP 101

14.
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By integrating all of these data
sets, richer audience profiles can
be created.
Which allows for greater insights
that can be leveraged to
enhance the web experience,
fuel strategic direction and build
audience segments for targeting
Insights
1
DMP 101

15.
15
Insights
1
DMP 101

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Insights
1
Hi I’m Adam!
DMP 101

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Affinities
Watches (Rolex),
High-end clothing,
Golf, Rugby,
Investing, & Rock &
Pop
Ownership
Mercedes E-Class,
iPad, Sony TV
Perrier, Snickers,
musical instruments
(Guitar)
Custom
Avg. Ticket Value
Next pred. Purchase
Suppression Type
Communication
Style
eMail Persona
Last Store Visit
Entertainment
The Voice, True Life,
The Blacklist, FOX
News, Comedy
Site Behavior
Visited X & Y Page
Added X Products to
Cart
Device Engagement
Travel
Business
2-5 nights
Europe,
Canada
Shopping
In-Market for:
Garden Furniture,
Live Theater, Jewelry,
Cookies & Doritos.
Demographics
Male
38
HHI >$100,000
Legal, Management
No children
DMP 101

18.
18DMP 101

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Insights
1
Activation
2
DMP 101

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Activation
2
INCREASE EFFICIENCIES
by reducing waste and streamlining
production
REACH NEW AUDIENCES
leverage cross channel audiences and
look-alikes
INCREASE EFFECTIVENESS
through higher conversion, action and
response rates
DMP 101

21.
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Activation
2
some test cases
Let’s show
DMP 101

22.
MEDIA SUPPRESSION
22
STOP
PURPOSE
Exclude recent purchasers or
audiences with a low
probability to convert
KEY BENEFIT
Reduce media waste and
excessive wear out on all of
your media buys
DMP 101

23.
PERSONALIZATION - SITE SIDE
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Male + Family
Loyal Customer
Shops for X product
Loves traditional Design
PURPOSE
Leverage 1st and 3rd party
date to provide a more
relevant experience.
KEY BENEFIT
Increase site conversions and
brand affinity due to
personalized content
Male (Single)
New to brand
Shops for Y product
Loves modern Design
DMP 101

24.
PERSONALIZATION - MEDIA
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Male + Family
Loyal Customer
Shops for X product
Loves traditional Design
Male (Single)
New to brand
Shops for Y product
Loves modern Design
PURPOSE
Leverage 1st and 3rd party
date to provide a more
relevant experience.
KEY BENEFIT
Increase media engagement
and brand affinity due to
personalized content
DMP 101

25.
LOOK-ALIKE MODELING
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PURPOSE
Leverage first party data to
reach new audiences that
look similar to recent
purchasers
KEY BENEFIT
Increase reach and target
new audiences
1st Party Data
DMP 101

26.
SALES EVENT BUYERS
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PURPOSE
Leverage 1st party data to
identify Sales Event Buyers and
target audiences that look
similar.
KEY BENEFIT
Provide more contextual
relevant massaging, content
and creative across digital
channels.
1st Party Data
DMP 101

27.
DIGITAL PERSONA DISCOVERY
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PURPOSE
Leverage 1st and 3rd party
data to refine digital personas
to increase media effectives
and site engagement /
experience
KEY BENEFIT
Increase engagement with
the brand on the right device
DMP 101

28.
RESOURCES
28DMP 101
Forrester Wave™: Data Management Platforms, Q4 2015
(CLICK HERE TO DOWNLOAD)
Data Management Platforms: The 4-1-1 on DMPs
(CLICK HERE TO VIEW)
The Data Management Platform Unleashed (Accenture POV)
(CLICK HERE TO DOWNLOAD)

29.
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THANK YOU
DMP 101
@eddywiEddy Widerker

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APPENDIX
DMP 101

31.
WHAT ARE COOKIES?
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COOKIES
Cookies are small text files that collect certain pieces of information
about online users. Each time a user visits a new website, cookies are
created by the Internet browser and saved onto the user’s computer.
When that user returns to the website, the cookies will help it to
remember certain things, such as what content the user viewed and
which pages they accessed.
FIRST-PARTY COOKIES
First-party cookies are created by the websites we visit directly.
THIRD-PARTY COOKIES
Third-party cookies, also referred to as tracking cookies, are collected
not by the website, but by advertisers.
DMP 101

32.
FROM COOKIES TO USER IDS
USER IDs
Cookies can perform a vast number of functions, however, they
are restricted in size. In order to address this issue, some cookies
now only contain a unique ID. By storing a cookie with a unique ID
on the user’s computer, advertisers and other companies can then
store the rest of the information about the user on their own
systems.
COOKIE SYNCING
Cookies are domain specific, which means those created by one
third-party tracker (e.g. lotame.com) cannot be read by another
third-party tracker (e.g. appnexus.com). For advertisers, this
restricts the potential amount of information they can collect
about a user. Therefore, in order to accurately target an
audience, advertisers need to incorporate user data from various
domains and sources. Advertisers are able to achieve this by
mapping user IDs from one system to another.
Example of how different advertising
platforms map and sync cookies.
DMP 101

33.
COLLECTING USER INFORMATION & MATCHING
33
IT ALL STARTS WITH THE BROWSER
1. A user visits a website that contains an ad.
2. The browser sends an ad request to an ad exchange.
3. The ad exchange sends back the request and creates
a (third-party) cookie.
4. The ad exchange redirects (http redirect) the ad
request to the pixel URL on the DMP’s side, passing the user ID in the URL parameter.
The DMP reads its own cookie, or creates a new cookie, and then saves the user ID
passed from the ad exchange along with its own user ID in the so-called cookie-
matching table.
5. If the sync is bidirectional, the DMP makes the redirect back to the ad exchange,
passing its own ID in the URL parameter. The ad exchange receives this request, reads
its own cookie, and stores the DMP ID along with its own ID in the cookie-matching
table.
6. Now, both the ad exchange and DMP have each other’s’ user IDs in each other’s
databases.
DMP 101