Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
37. Harnessing Data: A Complementary Relationship
DMPs
• Ingest / normalize data
• Facilitate analytics and insights
• Connect to internal / external
platforms for bi-directional data
sharing
DSPs
• Target audiences using 1st and 3rd party
data
• Buy media at global scale in real time
• Achieve data-driven insights about
audiences reached through campaigns
38. The Trade Desk – A Buyer’s Platform
• 100% proprietary technology
• Display, video, social, and mobile
– one platform
Choose audience
and campaign
• Attribution and reporting across
all channels
• Ad serving, tracking and analytics
(or bring your own ad server)
• DMP and marketplace for
audience data
Report on results
across channels
Launch and
manage campaign
39. Trends Propelling DSP Use
• Growth in RTB
• Expansion of international markets
• One word: Facebook
• Expansion to display, mobile, social,
and video
• Big Data (and marketers’ quest to
extract value from it)
• Growing array of targeting strategies
40. Expanding Array of Targeting Strategies and Tactics
Retargeting
Lookalike
Modeling
Dynamic
Creative
Optimization
Search
retargeting
Targeting
Strategies
IP targeting
Contextual
and site
targeting
Geo-Zone
Targeting
3rd party data
+ Audience
Targeting
• Leading DSPs delivering
more powerful targeting as a
result of:
– Increasing sophistication of
buyers
– Expanded analytic power within
tool sets
– Richer data availability to power
selection criteria
41. Extracting Value Using “Right Priced” 3rd Party Data
When priced as a percentage of media spend, the power of 3rd party targeting
can be unlocked for FBX and other less expensive media