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Information that companies can collect from their own sources. Every information about customers from both online and offline sources, is first party data.
Second-party data is often defined as someone else’s first-party data. It means that if the potential business partner gathers a data and want to share it with another company, it will become a second party data.
Data delivered by data providers, which is available on the market at a specified price. Marketers can buy, e.g. a segment of Auto lovers - profiles of users who are interested in cars.
Data Management Platform (DMP) is a technology used for collecting and managing data that is collected from company’s digital assets. It helps to segment audiences and reach the right target group.
Demand Side Platform (DSP) is a platform that automatically buys an ad inventory on behalf of advertiser. Based on data from DMP, DSP finds the best converting user group for the campaign.
Supply Side Platform (SSP) is a platform that represents publisher’s ad that has been exhibited for selling. Communicating with ad exchange and DSP, SSP is exchanging the source code of the ad to the web-page.
Model of automated media buying, enabling marketers to deliver audiences highly personalized ads. For example, it allows to reach people age 18-24, interested in automotive.
It’s like an active folder of users’ profiles with specific attributes, e.g. automotive fans (users who often visit websites about automotive industry).
Classification of segments - they can be divided by age, interests, purchase intentions etc. It looks like a tree of folders. There are international standards, such as IAB taxonomy that helps marketers to find the right audience groups.
Audience data is a data about user’s browser behavior, delivered by data warehouse or data provider, e.g. DMP. Audience data is used for targeting the right users group online, finding insights about customers or enriching systems like CRM.
Targeting is a process of selecting the right target group for the particular online campaign. Target group is described by selected attributes, such as age, interests or purchase intentions. Those attributes are found thanks to big data analysis.
Real Time Bidding is an automatic real time auction of advertising space on a web-page. Automated process consists of integrated systems that represent auction participants - DSP (advertiser) and SSP (publisher), along with data providers and ad exchanges used.
Profile is a piece of data about particular user, based on the browser activity. Might consist of demographic data, intentions and interests. Profiles are grouped within the segments, which are used for targeting programmatic campaigns.