Wondering how advertisers can target specific ads to audiences of 1? Then you need to understand terms like SSP, DSP, DMP, and RTB - all of which are made possible by cookie synching.

1. Life on the Grid
Not as science fiction as
you may think…

2. Cross Channel Linkage
• FacebookID • IP
• Handle • Cookie
• Domain • MAC-Address
• Social-graph • UserID
• Followers • OpenID
• Email
• Number • Name
• DeviceID • Address
• AppledID • Zip+4
• Geo • Phone
• DMA
• Store
Must account for cross channel keys, horizontal scalability
to handle big data sets, and optimized to handle
unstructured text and social data

3. The Soft, Chewy Key to Digital
‘s

4. Cookie Scenarios

5. Value Add
• Provides more points of distribution
• Expands potential markets by enabling new ways to apply data
• Makes it easier and lest costly to onboard

6. Ways We Can Onboard
• Direct Piggyback
• PII Match
• Trusted 3rd Party Key

7. DMP Digital On boarding
1. Bob visits a pub site (e.g.
5 6 7 8 YourSite.com)
2. Pub site CMS (e.g., FatWire)
returns HTML
Match 3. HTML (from 2) includes java script
DSP Analytics Portals Service that redirects to DMP container
Provider tag that manages tagging of all
downstream sites.
4. Multiple tags / cookies set on
3 dsps, analytic sites, and anything
Ad
DSP Email
Networks
else specified in container tag
5. “DMP.comABC” – mapped to
1 DSP’s for RTB display
Your Site DMP
6. “DMP.comABC” – mapped first
Bob party domain tracking for
DSP Store analytics, surveys, email,
2 4 storefront, etc.
9 7. “DMP.comABC” – like mapping to
a DSP, but here done for more
static connections to large portals
(AOL, MSN, etc.) and media
partners.
8. “DMP.comABC” – mapped to
specific first party sites that collect
cookies and PII. Like Experian,
TargusInfo, or in the past eBay.
9. Partner tags are round tripped
back into DMP for syncronization.

8. Anonymous
“Pub.com – “SSP.comABC”
Bob” = =
“Ssp.comABC” “DSP.com123” 1. Bob visits a pub site (e.g.
ESPN.com)
2. Pub site CMS (e.g., FatWire)
returns HTML
9 3. HTML (from 2) includes java script
that pings analytics box on its own
domain (e.g., loopfuse.net)
• Cookie dropped for tracking site
DSP
4. HTML (from 2) also includes IMG
3 4 6 or java script tags that call out to a
publisher ad server
8 5. Ad Server can either return ad
1 Pub
7 Ad content, redirect to AdNetwork, or
Pub Site Analytics SSP DSP
Ad Server Ad Server redirect to SSP for RTB.
Bob
6. Request reaches SSP (on its own
domain).
2 5 8 9 • Piggyback 1: Inbound request has
pub.com cookie (to tie to SSP.com
DSP
cookie)
7. SSP pushes offer to DSP’s
8. Winning DSP pushes request to
their ad server
• Piggyback 2: SSP hands SSP.com
cookie to DSP. If DSP has DSP.com
cookie for user it associates to
Pub.com Pub.com Ssp.comABC DSP.com123 SSP.com cookie. If not creates a
– Bob – Bob new one.
(app) (tracking) 9. Ad Ad server returns image
content.

9. DMP Offline On boarding
1. When on boarding digital sources
some of those, namely the match
service providers, will supply PII
associated to the DMP tag.
2. For offline systems that have a PII
match against a known DMP
online profile it is a simple matter
of aligning the keys.
Match
3. For unmatched records, there is
Analytics Portals Service CRM DB no way to create the link until
Provider “Bob” supplies linkable PII (e.g.,
name, address, email, etc.) via a
form on a site running the DMP
container tag or the tags for a
Ad digital partner
Email
Networks
Other Offline DB
Store
DMP
1
2 3

10. Cookie Daisy Chains
1. Sometimes you have to follow a
cookie to a cookie to a cookie
PII before you find the PII
Partner
Site
Match
Service
Provider
PII SSP DSP DMP

11. Identifying the Un-known Visitors
Match 1. Over time the DMP’s knowledge
DSP Analytics Portals Service base is built up and constantly
Provider
refreshed via it’s network.
2. While a visitor to your site may
be an unknown, or even
Ad anonymous, he / she may very
DSP Email well be identified within the DMP
Networks
network. In this case, all that is
known by the DMP network can
be shared to your site.
Your Site DMP DSP Store
“?”
1
Match
DSP Analytics Portals Service
Provider
Ad
DSP Email
Networks
DSP Store

12. Rules to Remember
• web servers of any kind can only request cookies that are set to their own domain
• concept of fat table
• Cookie or media linkage pools
• Protect PII