Iab weborama rbc

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  • FROM data TO DATA JAN 2015 - JAN 2016

  • IAB // FEB 2016

    OVERVIEW // RUSSIAN MARKET

    2015 2016

    FROM CHAOS TO A STRUCTURED MARKET

  • REQUEST EVOLUTION // AGENCIES

    2015 2016

    AUDIENCE TARGETING FOR DEFINITE CAMPAIGN

    LOOK-ALIKE INSTEAD OF STANDARD AUDIENCE

    MEDIA DATA MATTERS

    1ST PARTY DATA STRUCTURING

    MORE AUDIENCE INSIGHTS WITH 2ND PARTY DATA

    CRM DATA ONBOARDING

    FULL-FEATUREDDMP

    IAB // FEB 2016

  • AGENCY BRIEF // DMP

    PRIO

    RIT

    Y

    H

    L

    CENTRALIZED CONTROL OVER ALL DATA ASSETS (1ST & 3RD)

    ABILITY TO BUILD SEGMENTS IN REAL-TIME

    AUDIENCE ACTIVATION (INCLUDING LOCAL DSPS)

    AUDIENCE ANALYTICS BASED ON 1ST & 3RD PARTY DATA

    LOOK-ALIKE SEGMENTS BASED ON 1ST & 3RD PARTY DATA

    CRM ONBOARDING WITH A CLEAR MATCHING STATS

    CROSS-DEVICE IDENTIFICATION

    CUSTOM RULES & TAXONOMIES

    IAB // FEB 2016

  • REQUEST EVOLUTION // PUBLISHERS

    2015 2016

    FULL-FEATUREDDMP

    ACCESS TO THE 3RD PARTY DATA

    1ST PARTY DATA INTEGRATION

    AUDIENCE EXTENSION

    GAIN CONTROL OVER 1ST PARTY

    1ST PARTY DATA MONETIZATION

    IAB // FEB 2016

  • PUBLISHER BRIEF // DMP

    PRIO

    RIT

    Y

    H

    L

    ACCESS TO 3RD PARTY DATA

    FIRST PARTY DATA INTEGRATION & CLASSIFICATION

    AUDIENCE EXTENSION BASED ON 3RD PARTY DATA

    AUDIENCE ACTIVATION (INCLUDING AD SERVERS)

    CUSTOM RULES & TAXONOMIES

    CROSS-DEVICE IDENTIFICATION

    DATA MONETIZATION

    CLEAR UI & TOTAL CONTROL OVER ALL DATA ASSETS

    IAB // FEB 2016

  • MAIN REASONS NOT TO USE DMP IN 2015

    LACK OF EXPERTISE

    COST OF A LICENSE

    UNCLEAR ON RETURN ON INVESTMENTS

    LOW IN PRIORITY LIST

    CHOOSING BETWEEN IN-HOUSE & 3RD PARTY SOLUTION

    IAB // FEB 2016

  • DATA-DRIVEN CASES RBC.RU

  • // 141

    IAB // FEB 2016

    :

    : 141

    :

    : 240400

  • IAB // FEB 2016

    1

    2 LOOK-ALIKE

    LOOK-ALIKE

    /

    DMP

    PUBLISHERs AD SERVER

  • IAB // FEB 2016

    46%54%

    LOOK-ALIKE

    0,06

    0,12

    0,18

    CTR

    20

    40

    60

    80

    100

    , .

    20%

    80%

    4 look-alike ~ 4

  • WE DATA