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

ЦЕЛИ // ВАРШАВСКОЕ 141

IAB // FEB 2016

КЛИЕНТ: ГРУППА ПИК

КАМПАНИЯ: ВАРШАВСКОЕ ШОССЕ 141

ПЛОЩАДКА: РЕСУРСЫ РБК

ФОРМАТ: 240х400

ОБРАТНЫЙЗВОНОК

СТРАТЕГИИ

IAB // FEB 2016

СТРАТЕГИЯ 1 СТАНДАРТНЫЕ ТАРГЕТИНГИ

СТРАТЕГИЯ 2 LOOK-ALIKE АУДИТОРИЯ

ПОСТРОЕНИЕ LOOK-ALIKE СЕГМЕНТОВ

СБОР И АНАЛИЗ АУДИТОРИИ НА РАЗЛИЧНЫХ ЭТАПАХ «ВОРОНКИ КОНВЕРСИИ»

ПОСЕТИТЕЛИ САЙТА

КОНТАКТЫ / ИПОТЕКА

ВЫБОР КВАРТИРЫ

ЗВОНОК

DMP

PUBLISHER’s AD SERVER

РЕЗУЛЬТАТЫ

IAB // FEB 2016

46 %54 %

СТАНДАРТНЫЕ LOOK-ALIKE

ПОКАЗЫ

0,06

0,12

0,18

CTR

20

40

60

80

100

ВРЕМЯ, сек.

20 %

80 %

ЗВОНКИ

х4 Использование look-alike подхода к определению аудитории позволило увеличить показатель конверсии ~ в 4 раза

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