Technical presentation on Real Time Bidding (RTB), Data Management Platforms (DMP), Supply/Demand Side Platforms (SSP/DSP) and other tools of programmatic advertising and advertising data analytics

1. SCOTT THOMSON
Data Driven Advertising &
Technology
@sufood

2. MEDIA
CHANGES
STORY
TELLING
DOES TOO

3. WHAT WE
KNOW
HOW WE
COMMUNICATE
WHO
EXPLICIT
Demographics
WHAT
IMPLICIT
Behaviour
HOW
WHERE
TRIGGERS
Life Events
WHEN
THE AUDIENCE
MATTERS
WHY

4. UNDER PERFORMING DATA ASSETS
DATA
WAREHOUSE
PROCESS
FUNDING
DATA ACCESS
BOUNCERS
LEGAL
PRIVACY
DATA
SUPPLICANTS

5. CUSTOMER
RELATIONSHIP
MANAGEMENT
PROSPECTS
&
LEADS
CAMPAIGN
MANAGEMENT
MARKETING
CHANNELS.
MANAGED /
ASSIGNED
CUSTOMERS
SIMPLEX,
COMPLEX
& HYBRID
PRODUCTS
BI / MODELS
CAMPAIGN
REPORTS
DATA
WAREHOUSE
SILO'D DATA SYSTEMS

6. Old World Data Analytics (Internal, Historical)
TARGETS
OUTCOMES
SOURCES
DWH
CRM
Usage
POS
Ext
Insights
ETL
Data
Marts
Potential Extracts
Political
Subversion
Trends
BI
Capacity
Marketing
DWH
Hours, Days, Weeks of Latency
Retrospective or Historical Basis
Analysis

7. DISPLAY
MOBILE
HOW DO I
FIND MY
CUSTOMERS?
SEARCH
VIDEO/TV
CRM
BI
CAMP. MGMT
SOCIAL
EDM
HOW DO I
ANALYSE
INTERACTION?

8. INFANCY:
IN HOUSE
TARGETING
ADVERTISER
SITE
ADOLESCENCE:
POINT 2 POINT MATCH
PARTNERS
ADVERTISER
DATA

9. 3RD PARTY
DATA
1ST PARTY
DATA
1
ADVERTISER
Browser
1c
1b
1a
3a
2b
2
DMP
2a
2ND PARTY
DATA
3
DSP
MATURITY: DATA MANAGEMENT PLATFORMS

10. PUBLISHER
AD SERVER
2
How SSPs, DSPs
& RTB Works!
1
WEBSITE
ADVERTISER
AD SERVER
DSPs
6
3
SSP
(RTB)
4
5
DMP

11. ATTRIBUTION, OPTIMIZATION
& VERIFICATION
PUBLISHER
ADVERTISER
BUY
SIDE
DSP
EXCHANGE
AGENCY
1ST PARTY
SSP
SELL
SIDE
NETWORK
3RD PARTY
2ND PARTY
DATA MANAGEMENT PLATFORM (DMP)

12. DISPLAY
MOBILE
SEARCH
VIDEO/TV
SOCIAL
INTERACTION LOGS & TAXONOMIES
ANALYSIS, REPORTS & OPTIMISATION
ATTRIBUTION SCORES
EDM

13. DISPLAY
MOBILE
NOW I CAN
FIND MY
CUSTOMERS...
SEARCH
VIDEO/TV
CRM
BI
CAMP. MGMT
SOCIAL
EDM
I CAN
OPTIMIZE
INTERACTION

14. Target
Cust.
Segments
BI
CRM
D
R
I
V
E
S
Prog. Buys,
Dynamic
Creatives
Digital Marketing
CMS
A
B
C
Digital Sales
Digital
Attribution
Results
Potential
1-1
Attribution
Display
D
R
I
V
E
S
Mobile
Video/TV
Social
Search
EDM

15. New World Data Analytics (External, Real Time)
Real Time Data APIs
CRM
Usage
Real Time
Analysis Pipeline
Slow Data
Matching
RT Predict.
Modelling
POS
Ext
DWH
The "Big"
Data
Historical Data APIs
Device
Data
Social
Data
Site/App
Data
3rd Party
Data

16. ELUSIVE UNIFIED MARKETING
SEGMENTS
OUTBOUND
OFFLINE
SALES
OFFLINE
ATTRIBUTION
INBOUND
SEGMENTS
OUTBOUND
DIGITAL
SALES
DIGITAL
ATTRIBUTION
INBOUND

17. DIGITAL LED SEARCH, SMS & EDM
PRODUCT
PAGES
START
FUNNEL
POOL
LANDING
PAGES
CAMPAIGN
MGMT

18. DIGITAL LED DM/EDM & OTM
START
PRODUCT
&
LANDING
PAGES
FUNNEL
POOL
CAMPAIGN
MGMT

19. Best Practice
vs Current
HOW TO EXECUTE
1
2
SE
RIN T
EA
EP
R
4
Lean
Execution
Rapid Pilots &
Evidence Based
Benefits
3
Stakeholder
Engagement