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Whitepaper:
Data Management
Platforms for Publishers
How can a DMP get you there
Table of Contents
Introduction  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 4


What is a DMP and Why Does a Publisher Need One?  .  .  .  .  .  . 5


How Can Publishers Benefit from DMPs?  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6


DMP Publisher Use Case  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8


What Should Publishers Look For in a DMP?  .  .  .  .  .  .  .  .  .  . 10


Questions Publishers Should Ask When Selecting a DMP  .  .  . 12


Conclusion  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 13


Sponsored by BlueKai  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 14
Introduction
Publishers today live in a data-driven world. It is
no longer enough to simply create content, build             One of the most effective

audiences, and sell ads. Ad exchanges, networks,             ways for publishers to take

demand-side platforms (DSPs) and supply-side                 charge of their audience

platforms (SSPs) have turned ad-buying into a                data is to use a Data

transparent marketplace where millions of dollars            Management Platform

worth of inventory is bought in real-time every day.         (DMP). A DMP allows

This fundamental shift in the way media is planned           publishers to separate

and purchased has led to audience aggregation across         audience data from media

publisher inventory, primarily benefitting the buy-side.     execution platforms,
                                                             providing an independent
Ad networks and DSPs have streamlined the media
                                                             method to evaluate
buying process and helped advertisers reach relevant
                                                             the quality and price of
audiences, but they also pose challenges to publishers
                                                             individual audiences across
accustomed to having more control over their own
                                                             various media partners,
inventory and monetization. With all of the buy-side
                                                             helping extract the most
innovation and technology over the last few years,
                                                             yield from their inventory.
publishers of all stripes – from large media companies,
to blogs, social networks, and e-commerce sites – are
searching for ways to maximize revenue and take back some control, while continuing to
offer cutting-edge technology and quality audiences at scale to their clients.

Currently, many publishers rely on SSPs to manage multiple indirect sales channels for
their inventory in a real-time bidding environment. While SSPs provide some analytics
about inventory pricing, bids, sales, and performance, they have not developed significant
capabilities for 1st party data ingestion and management. Publishers need a more robust
data management tool to thrive in today’s data-driven world.

This whitepaper provides a practical roadmap for publishers looking to leverage DMPs
to monetize and increase yield from their site traffic, grow their audiences, and boost ad
revenue.
What is a DMP and Why Does a
Publisher Need One?
DMPs are sophisticated data management platforms that allow
publishers to get critical insights from both their own 1st party
data and the 3rd party data. They enable publishers to better
monetize and drive yield from their site audiences by enabling the
creation of new lucrative audiences, and expanding reach of those
audiences, on their own sites and across the web.


By analyzing a vast amount of audience data in a DMP, publishers
can more effectively segment inventory and obtain rule-based
control over audience definition and ad distribution to DSPs,
SSPs, ad exchanges, and networks.agency, or publisher, you need
the right tool to manage your critical audience data assets. If
you want to truly understand your customers, you need a Data
Management Platform, or DMP.




           Audience data management is the new must-have
           for digital publishers. As digital publishers dive into
           audience selling opportunities, managing disparate
           audience data sources is becoming a necessity…
           to identify, package, and sell audiences on their
           properties.”
                   “Audience Data Management: A Must-Have For Publishers”,
                                    Forrester Research, Inc., January 11, 2011




                     WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS        5
How Can Publishers Benefit
    from DMPs?
    DMPs create a platform for publishers to achieve increased
    monetization through the following scenarios:


               AUDIeNCe CeNtrALIzAtION AND MONetIzAtION
               Many publishers are faced with making sense of a myriad
               of 1st party data that comes from various properties
               with very distinct audiences. A DMP will help centralize
               disparate audiences into one pool, allowing publishers
               to gain a much better understanding of their audience
               assets across all properties. In addition to centralization,
               publishers can use DMPs to better monetize traffic by
               using insights into their audience to sell behaviorally-
               targeted placements for higher CPMs on both premium
               and remnant inventory, increasing sell-through.

               ADvertISer AUDIeNCe CUStOMIzAtION
               Because DMPs help publishers create more engaged
               and valuable audiences, separated into highly-specific
               inventory segments, DMPs can also help publishers
               present a sophisticated proposal to exchanges and
               media buyers. By using a DMP to roll up the most
               relevant audiences in a highly scalable and flexible way,
               publishers can respond to RFPs with the advertiser’s
               “custom segments” already
               built out.




6   WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS
AUDIeNCe exteNSION
       Publishers can also leverage the data portability of DMPs
       to extend their existing audiences across additional
       inventory – enabling media planners to buy qualified
       audiences off publishers’ sites. Publishers use DMPs
       to integrate their own 1st party data directly into their
       ad servers and SSPs. With DMPs, publishers can easily
       combine their own critical, actionable data assets
       with 3rd party data sources, and then use these rich
       data assets to accurately serve ads across their entire
       ecosystem. Data that was once stuck in a “data tomb”
       becomes portable for unlimited reach.


Audience extension in Action
With audience extension, a publisher could sell an audience
of “in-market Hawaii travelers” beyond the travel section,
such as on the fashion page or a page on camera reviews.
Alternatively, a publisher with multiple sites could take one
asset from a particular site (luxurycars.com) and reach an
audience of luxury car owners on all its properties. Finally, a
publisher can easily create an off-site network by targeting
the same audience across any media partner network.




                  WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS   7
DMP Publisher use Case
A premier online content publisher network approached BlueKai for a data management
solution. This publisher was having difficulty consolidating and selling users across their
multiple properties, as well as selling to advertisers on non-endemic categories. The
end-goal of the client was to create high-performing audience segments using all of
their data assets to target users both on- and off-network.

A DMP helped the publisher overcome all of its pain points.




                       Publisher              Supplemented              Created new      Target audiences
                     consolidated           3rd party data to            compelling       across on-site
                      all 1st party        increase targeted           audiences with     inventory and
                      data in one           reach; leveraging          desirable reach   off-site networks
                          place           intent qualifications
                                             to increase CPM

                      PUBLISHER
                      1ST PARTY               3RD PARTY
                        DATA                    DATA




                      Gamers                 In-market
     ENDEMIC




                                      +      for video
                                             games                =   Video
                                                                      gamers
                                                                      segment




                                                                                           Off-site
                                                                                                  e
                                             In-market                                     networkk
                                             auto
     OPPORTUNISTIC




                                                                                                      On-site
                                             buyers
                                                                                                      network

                      Auto
                      enthusiasts
                                                                      In-market
                                      +      Self-                =   auto
                                                                      segment
                                             declared
                                             demo data




8                       WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS
ADvANCeD DMP BeNeFItS

• Audience Analytics & Discovery
 Audience analytics allow publishers to gain insight
 into the actual profile of their site visitors, many times
 discovering non-intuitive attributes that can be used
 to enrich their ad offerings. Publishers can generate a
 comprehensive audience profile – including a rich set of
 attributes on any group of visitors from shopping intent,
 demographic, geo-location to interest and business
 profiles. The result? Publishers can build ad packages
 that have highly correlated attributes, or help buyers
 discover new pockets of audiences more likely to
 produce results.

• On-site Optimization
  DMPs allow publishers to analyze audience trends
  and drill down into both 1st party data from their own
  data warehouses, as well as 3rd party data, to find out
  what their site visitors really want. By integrating with
  content management systems, DMPs help publishers
  serve the right content to the right person at the right
  time–increasing audience engagement and time on site.




                WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS   9
What Should Publishers look For in a DMP?
While several technology companies claim to provide DMPs, few offer all of the features
publishers need. Comprehensive DMPs provide centralized control of all audience and ad
data, as well as robust tools to analyze this data to create accurate audiences in real-time.
Publishers should make sure their DMP includes the following features:

           eASy DAtA INgeStION
           A DMP should allow publishers to bring all of their audience and ad data
           together in one easy-to-use platform. It should be able to ingest data
           securely from the publisher’s sites and any affiliated partners, as well as data
           warehouse – customers, purchases, location, demographics, and meta-data
           such as account-worth
           etc. – into a centralized taxonomy.

           DAtA POrtABILIty AND CONtrOL
           For publishers to maintain maximum data control a DMP should offer media-
           agnostic data portability. If a publisher works with one or more DSPs and
           SSPs, as well as multiple networks or exchanges, its DMP should be
           able to push and pull varying levels of data to and from
           all of these sources, and then analyze this data in one place to get cross-
           channel and cross-media insights. The most efficient way to support data
           portability is to work with a vendor that is pre-integrated with a vast list of
           media partners through server-to-server transfer technology and offers direct
           integration of 1st party data into the publisher’s adserver.

           trANSACtABILIty
           DMPs should be fully transactable, allowing publishers to get granular
           audience intelligence and then optimize your inventory allocation strategy
           with one click in the interface for both analytics, sharing features, and buying
           3rd party data.



10         WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS
DAtA rICH
     A DMP should include access to 3rd party              WHy INtegrAtION

     intent data culled from millions of users             = PreDICtABLe

     across the web, because this data is critical         INveNtOry

     for building new, lucrative audiences,                Through ad server
     setting inventory pricing, and analyzing              integration, a DMP allows
     audience effectiveness.                               publishers to engage in
                                                           predictable inventory
     ANALytICS                                             forecasting. This means
     Clear insights into how each and every                a publisher can create
     audience segment is performing at any                 a segment, send it to
     given time are critical, and every DMP                the ad server, and get a
     should offer robust data analytics. A DMP             forecast of the number of
     should allow a publisher to measure how               users on the publisher’s
     specific audiences interact across multiple           site that can be reached
     properties, and generate reports showing              using that specific
     all data attributes associated with a                 audience segment.
     specific audience.


PrIvACy AND CONSUMer trANSPAreNCy
Collecting and analyzing first- and third-party audience data requires 100%
compliance with privacy regulations. When choosing a DMP, the strength
and reputation of consumer data privacy and protection standards should
be a critical deciding factor. Make sure the DMP you choose offers a white-
label registry, to provide complete transparency to consumers on
the data that is collected when they navigate your website.
lastly, make sure your DMP providers can give guidance
and tactical solutions on transparent consumer
opt-out choices, data retention, and compliancy
recommendations around policies and browser
do-not-track activities.


                           WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS        11
Questions Publishers Should Ask
     When Selecting a DMP
           Does your platform provide scalable ingestion, storage and
      ?    proprietary controls for 1st party, 3rd party, and client data?


           Is it DSP and SSP agnostic so it will work with multiple
      ?    platforms?


           Does it provide a service layer to manage and integrate
      ?    current and future 3rd party data?


      ?    Does it offer clear data input and output interfaces?


           What kind of reporting and analytics capabilities does it
      ?    provide?


      ?    How can it help me with audience discovery and expansion?



      ?
           Is it integrated and pre-plugged with execution vendors so I
           can seamlessly port audience data anywhere?




12   WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS
Conclusion
Publishers today are faced with big challenges – but also big
opportunities. The volume of data and the number of sources
and types of data required to power publisher operations today
is mind-boggling, but it also opens up doors to new inventory
channels, higher CPMs, and larger audiences. The shift toward an
entirely data-driven advertising world is well under way. To boost
audience size, better monetize existing content, and attain higher
CPMs across the board, publishers must deploy a robust, scalable
and flexible DMP to manage, control, and optimally leverage all of
the data at their disposal.




                     WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS   13
Sponsored by BlueKai
                Designed from the ground up for advertisers, agencies and
                publishers, the BlueKai Data Management Platform is the industry’s
                most comprehensive solution for collecting, managing, segmenting,
                sharing, and analyzing private audience data from a single integrated
                interface. For more information about how your organization
                can drive maximum return from your audience assets, visit
                www .bluekai .com/platform to find out how BlueKai can help.




© 2012 Blue Kai, Inc. All rights reserved. [020912]

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Bluekai: Data Management Platforms (dmp) for Publishers

  • 1. Whitepaper: Data Management Platforms for Publishers How can a DMP get you there
  • 2. Table of Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 What is a DMP and Why Does a Publisher Need One? . . . . . . 5 How Can Publishers Benefit from DMPs? . . . . . . . . . . . . . . 6 DMP Publisher Use Case . . . . . . . . . . . . . . . . . . . . . . . 8 What Should Publishers Look For in a DMP? . . . . . . . . . . 10 Questions Publishers Should Ask When Selecting a DMP . . . 12 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Sponsored by BlueKai . . . . . . . . . . . . . . . . . . . . . . . 14
  • 3. Introduction Publishers today live in a data-driven world. It is no longer enough to simply create content, build One of the most effective audiences, and sell ads. Ad exchanges, networks, ways for publishers to take demand-side platforms (DSPs) and supply-side charge of their audience platforms (SSPs) have turned ad-buying into a data is to use a Data transparent marketplace where millions of dollars Management Platform worth of inventory is bought in real-time every day. (DMP). A DMP allows This fundamental shift in the way media is planned publishers to separate and purchased has led to audience aggregation across audience data from media publisher inventory, primarily benefitting the buy-side. execution platforms, providing an independent Ad networks and DSPs have streamlined the media method to evaluate buying process and helped advertisers reach relevant the quality and price of audiences, but they also pose challenges to publishers individual audiences across accustomed to having more control over their own various media partners, inventory and monetization. With all of the buy-side helping extract the most innovation and technology over the last few years, yield from their inventory. publishers of all stripes – from large media companies, to blogs, social networks, and e-commerce sites – are searching for ways to maximize revenue and take back some control, while continuing to offer cutting-edge technology and quality audiences at scale to their clients. Currently, many publishers rely on SSPs to manage multiple indirect sales channels for their inventory in a real-time bidding environment. While SSPs provide some analytics about inventory pricing, bids, sales, and performance, they have not developed significant capabilities for 1st party data ingestion and management. Publishers need a more robust data management tool to thrive in today’s data-driven world. This whitepaper provides a practical roadmap for publishers looking to leverage DMPs to monetize and increase yield from their site traffic, grow their audiences, and boost ad revenue.
  • 4. What is a DMP and Why Does a Publisher Need One? DMPs are sophisticated data management platforms that allow publishers to get critical insights from both their own 1st party data and the 3rd party data. They enable publishers to better monetize and drive yield from their site audiences by enabling the creation of new lucrative audiences, and expanding reach of those audiences, on their own sites and across the web. By analyzing a vast amount of audience data in a DMP, publishers can more effectively segment inventory and obtain rule-based control over audience definition and ad distribution to DSPs, SSPs, ad exchanges, and networks.agency, or publisher, you need the right tool to manage your critical audience data assets. If you want to truly understand your customers, you need a Data Management Platform, or DMP. Audience data management is the new must-have for digital publishers. As digital publishers dive into audience selling opportunities, managing disparate audience data sources is becoming a necessity… to identify, package, and sell audiences on their properties.” “Audience Data Management: A Must-Have For Publishers”, Forrester Research, Inc., January 11, 2011 WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS 5
  • 5. How Can Publishers Benefit from DMPs? DMPs create a platform for publishers to achieve increased monetization through the following scenarios: AUDIeNCe CeNtrALIzAtION AND MONetIzAtION Many publishers are faced with making sense of a myriad of 1st party data that comes from various properties with very distinct audiences. A DMP will help centralize disparate audiences into one pool, allowing publishers to gain a much better understanding of their audience assets across all properties. In addition to centralization, publishers can use DMPs to better monetize traffic by using insights into their audience to sell behaviorally- targeted placements for higher CPMs on both premium and remnant inventory, increasing sell-through. ADvertISer AUDIeNCe CUStOMIzAtION Because DMPs help publishers create more engaged and valuable audiences, separated into highly-specific inventory segments, DMPs can also help publishers present a sophisticated proposal to exchanges and media buyers. By using a DMP to roll up the most relevant audiences in a highly scalable and flexible way, publishers can respond to RFPs with the advertiser’s “custom segments” already built out. 6 WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS
  • 6. AUDIeNCe exteNSION Publishers can also leverage the data portability of DMPs to extend their existing audiences across additional inventory – enabling media planners to buy qualified audiences off publishers’ sites. Publishers use DMPs to integrate their own 1st party data directly into their ad servers and SSPs. With DMPs, publishers can easily combine their own critical, actionable data assets with 3rd party data sources, and then use these rich data assets to accurately serve ads across their entire ecosystem. Data that was once stuck in a “data tomb” becomes portable for unlimited reach. Audience extension in Action With audience extension, a publisher could sell an audience of “in-market Hawaii travelers” beyond the travel section, such as on the fashion page or a page on camera reviews. Alternatively, a publisher with multiple sites could take one asset from a particular site (luxurycars.com) and reach an audience of luxury car owners on all its properties. Finally, a publisher can easily create an off-site network by targeting the same audience across any media partner network. WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS 7
  • 7. DMP Publisher use Case A premier online content publisher network approached BlueKai for a data management solution. This publisher was having difficulty consolidating and selling users across their multiple properties, as well as selling to advertisers on non-endemic categories. The end-goal of the client was to create high-performing audience segments using all of their data assets to target users both on- and off-network. A DMP helped the publisher overcome all of its pain points. Publisher Supplemented Created new Target audiences consolidated 3rd party data to compelling across on-site all 1st party increase targeted audiences with inventory and data in one reach; leveraging desirable reach off-site networks place intent qualifications to increase CPM PUBLISHER 1ST PARTY 3RD PARTY DATA DATA Gamers In-market ENDEMIC + for video games = Video gamers segment Off-site e In-market networkk auto OPPORTUNISTIC On-site buyers network Auto enthusiasts In-market + Self- = auto segment declared demo data 8 WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS
  • 8. ADvANCeD DMP BeNeFItS • Audience Analytics & Discovery Audience analytics allow publishers to gain insight into the actual profile of their site visitors, many times discovering non-intuitive attributes that can be used to enrich their ad offerings. Publishers can generate a comprehensive audience profile – including a rich set of attributes on any group of visitors from shopping intent, demographic, geo-location to interest and business profiles. The result? Publishers can build ad packages that have highly correlated attributes, or help buyers discover new pockets of audiences more likely to produce results. • On-site Optimization DMPs allow publishers to analyze audience trends and drill down into both 1st party data from their own data warehouses, as well as 3rd party data, to find out what their site visitors really want. By integrating with content management systems, DMPs help publishers serve the right content to the right person at the right time–increasing audience engagement and time on site. WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS 9
  • 9. What Should Publishers look For in a DMP? While several technology companies claim to provide DMPs, few offer all of the features publishers need. Comprehensive DMPs provide centralized control of all audience and ad data, as well as robust tools to analyze this data to create accurate audiences in real-time. Publishers should make sure their DMP includes the following features: eASy DAtA INgeStION A DMP should allow publishers to bring all of their audience and ad data together in one easy-to-use platform. It should be able to ingest data securely from the publisher’s sites and any affiliated partners, as well as data warehouse – customers, purchases, location, demographics, and meta-data such as account-worth etc. – into a centralized taxonomy. DAtA POrtABILIty AND CONtrOL For publishers to maintain maximum data control a DMP should offer media- agnostic data portability. If a publisher works with one or more DSPs and SSPs, as well as multiple networks or exchanges, its DMP should be able to push and pull varying levels of data to and from all of these sources, and then analyze this data in one place to get cross- channel and cross-media insights. The most efficient way to support data portability is to work with a vendor that is pre-integrated with a vast list of media partners through server-to-server transfer technology and offers direct integration of 1st party data into the publisher’s adserver. trANSACtABILIty DMPs should be fully transactable, allowing publishers to get granular audience intelligence and then optimize your inventory allocation strategy with one click in the interface for both analytics, sharing features, and buying 3rd party data. 10 WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS
  • 10. DAtA rICH A DMP should include access to 3rd party WHy INtegrAtION intent data culled from millions of users = PreDICtABLe across the web, because this data is critical INveNtOry for building new, lucrative audiences, Through ad server setting inventory pricing, and analyzing integration, a DMP allows audience effectiveness. publishers to engage in predictable inventory ANALytICS forecasting. This means Clear insights into how each and every a publisher can create audience segment is performing at any a segment, send it to given time are critical, and every DMP the ad server, and get a should offer robust data analytics. A DMP forecast of the number of should allow a publisher to measure how users on the publisher’s specific audiences interact across multiple site that can be reached properties, and generate reports showing using that specific all data attributes associated with a audience segment. specific audience. PrIvACy AND CONSUMer trANSPAreNCy Collecting and analyzing first- and third-party audience data requires 100% compliance with privacy regulations. When choosing a DMP, the strength and reputation of consumer data privacy and protection standards should be a critical deciding factor. Make sure the DMP you choose offers a white- label registry, to provide complete transparency to consumers on the data that is collected when they navigate your website. lastly, make sure your DMP providers can give guidance and tactical solutions on transparent consumer opt-out choices, data retention, and compliancy recommendations around policies and browser do-not-track activities. WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS 11
  • 11. Questions Publishers Should Ask When Selecting a DMP Does your platform provide scalable ingestion, storage and ? proprietary controls for 1st party, 3rd party, and client data? Is it DSP and SSP agnostic so it will work with multiple ? platforms? Does it provide a service layer to manage and integrate ? current and future 3rd party data? ? Does it offer clear data input and output interfaces? What kind of reporting and analytics capabilities does it ? provide? ? How can it help me with audience discovery and expansion? ? Is it integrated and pre-plugged with execution vendors so I can seamlessly port audience data anywhere? 12 WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS
  • 12. Conclusion Publishers today are faced with big challenges – but also big opportunities. The volume of data and the number of sources and types of data required to power publisher operations today is mind-boggling, but it also opens up doors to new inventory channels, higher CPMs, and larger audiences. The shift toward an entirely data-driven advertising world is well under way. To boost audience size, better monetize existing content, and attain higher CPMs across the board, publishers must deploy a robust, scalable and flexible DMP to manage, control, and optimally leverage all of the data at their disposal. WHITePAPeR: DATA MANAgeMeNT PlATFORMS FOR PuBlISHeRS 13
  • 13. Sponsored by BlueKai Designed from the ground up for advertisers, agencies and publishers, the BlueKai Data Management Platform is the industry’s most comprehensive solution for collecting, managing, segmenting, sharing, and analyzing private audience data from a single integrated interface. For more information about how your organization can drive maximum return from your audience assets, visit www .bluekai .com/platform to find out how BlueKai can help. © 2012 Blue Kai, Inc. All rights reserved. [020912]