1. nugg.ad is a company of
Deutsche Post DHL
nugg.ad
Data Management Platform
København d. 29. maj 2013

2. nugg.ad is a company of
Deutsche Post DHL
Key outtake today…
Create a new revenue stream
- by selling data points
Increase your CPM prices
- by enriching the quality of your ad impressions with data

3. nugg.ad is a company of
Deutsche Post DHL
Definition af begrebet DMP
En Data Management Platform er en
teknologiplatform, som gør det muligt for
annoncører, bureauer og site ejere at
administrere og segmenterer data (fx. Bruger
profiler mv.) til brug for online annoncering
Kilde: AUTOMATISERT KJØP OG SALG AV DISPLAYANNONSER I NORGE, INMA (IAB)
12.6.12

4. nugg.ad is a company of
Deutsche Post DHL
The Data
Challenge
nugg.ad is a company of
Deutsche Post DHL

5. nugg.ad is a company of
Deutsche Post DHL
eCommerce
data
Advertiser
data
Publisher
data
Social
Media
data
Index
Danmark
data

6. nugg.ad is a company of
Deutsche Post DHL
Value 1
Value 2

7. nugg.ad is a company of
Deutsche Post DHL
6.1 6.4 6.7 7.2 7.5 7.4
1.5
2.2
2.9
4.1
5.7
7.3
2009 2010 2011 2012 2013 2014
Channel bookings
Audience bookings
_Source: Interactive Advertising Bureau („IAB“).
14,7
13,2
7,6
8,6
9,6
11,3
20
%
26
%
30
%
36
%
43
%
49
%
AUDIENCE TARGETING IS INCREASING
In bln. US$ p.a. Display-Advertising (USA)

8. nugg.ad is a company of
Deutsche Post DHL
Nugg.ad DMP/Data
Solutions
OVERVIEW
nugg.ad is a company of
Deutsche Post DHL

9. nugg.ad is a company of
Deutsche Post DHL
SALES FUNNEL
nugg.ad DMP/Data Solutions vs. PBT
REACH
REACH
Attention
Interest
Desire
Action
BrandingOptimiser
PBTsocio&
productinterest
Intentdata
predictions
Behavioral
Targeting
Inventorydata
(z.B.CRM,Reg.)
Intent-
data
High
intent
validity
„Inthe
market“-
data
nugg.ad is a company of
Deutsche Post DHL

10. nugg.ad is a company of
Deutsche Post DHL
nugg.ad DATA MANAGEMENT PLATFORM
for publishers and agencies
Automotive
data
Finance data
Weather data
Travel data
Etc.

11. nugg.ad is a company of
Deutsche Post DHL
Universal access of 1st & 3rd party data (pseudonymised, real time)
Audience-extension via programmatic buying
Built in access rights management prevents „data leakage“
Ability to scale segment volume by data predictions
All data are free of combination with other segments (e.g. Socio, Region, etc. )
Privacy alligned integration of your own Log in Data
Stand alone solution - ability to facilitate both branding and performance campaigns
Pay attention to the following issues when choosing a DMP

12. nugg.ad is a company of
Deutsche Post DHL
nugg.ad
DMP
nugg.ad DMP EXCHANGE Data Reciever A
Data Reciever B
Data Reciever C
Data Provider

13. nugg.ad is a company of
Deutsche Post DHL
nugg.ad
DMP
nugg.ad DMP EXCHANGE Jubii Media
PBT PLUS
Ekstra Bladet
Gul&Gratis

14. nugg.ad is a company of
Deutsche Post DHL
nugg.ad
DMP
nugg.ad DMP EXCHANGE MediaMath
Adform DSP
Emediate DSP
Jyllands-Posten

15. nugg.ad is a company of
Deutsche Post DHL
INTENT DATA PREDICTIONS
eCPM-Uplift
Travel Intent 1 Travel Intent 2 Travel Intent 3
Hard Data 234 185 201
Data Prediction 152 164 141
RON 100 100 100
Comparison of achieved eCPMs on RON-basis, data predictions & „hard“ Intent-Data,
index representation

16. nugg.ad is a company of
Deutsche Post DHL
Nugg.ad DMP/DATA SOLUTIONS
USPs
• nugg.ad data predictions solve the reach challenge for publishers
Overcoming the scaling issue
• Consulting & support for setup and running business on the DMP
Consulting focus
• The only EuroPriSe-certified DMP in the market
Privacy safe
• Integration with all SSPs/DSPs/DMPs
Programmatic-APIs
• Publishers can monetise both internal/external data
Monetisation

17. nugg.ad is a company of
Deutsche Post DHL
AGENCY
AGENCY
TRADING
DESK
DEMAND
SIDE
PLATFORM
SUPPLY
SIDE
PLATFORM
PUBLISHER
AD
EXCHANGE
AD
NETWORK
ADVERTISER
AUDIENCE
SOURCE: IAB
DATA MANAGEMENT PLATFORM
nugg.ad DMP IN THE DIGITAL ECOSYSTEM
SALES
HOUSE

18. nugg.ad is a company of
Deutsche Post DHL
nugg.ad DMP/DATA SOLUTIONS: COMPATIBLE TO
DIFFERENT PROGRAMMATIC INTERFACES

19. nugg.ad is a company of
Deutsche Post DHL

20. nugg.ad is a company of
Deutsche Post DHL
What is in it for me…?
Data Point Seller
New revenue stream
Publisher
Increased CPM
Performance focus
Differentiation
Advertisers
Better performance
advertising
WIN-WIN

21. nugg.ad is a company of
Deutsche Post DHL
Evolve or Die…
“It is not the strongest of the species that survives, nor the most intelligent, but the one
most responsive to change.” ― Charles Darwin