Q Thoughts

ownerIQ's staff (aka – "The Q") shares our insights and opinions on how marketers can more effectively impact today's shopper along the digital path to purchase. "The Q and A" provides honest and practical answers to the questions and challenges facing digital advertisers in the areas of second-party data, programmatic buying, shopper marketing, co-operative marketing, attribution, and emerging media.

Activate your DMP. Use Second-Party Data. Achieve Success.

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Our world is data-driven, right? As fans of transparent data, we are big believers that connecting customer information with second-party data leads to the best set-up for continuous success. So where do data management platforms (DMPs) play into this? Well, DMPs are here to help make sense of and store all the data we create and release into the ecosphere.

WTQ? Not to be confused with demand-side platforms (DSPs), here’s a quick DMP definition:

A DMP is a piece of software that takes in, sorts and houses information, and makes use of it in a way that’s beneficial for marketers, publishers, and anyone else looking to house manage information and data.

This is pretty essential; without DMPs we’d ultimately run the risk of a plain old data mess and spillage. Not a good look.

For marketers, DMPs are used for a variety of use cases; from collecting and connecting loyalty data, offline purchase data, ecommerce data, etc., to leveraging audience data for enhanced messaging and targeting. Taking into account the surge in ad tech and both the supply and demand of media, DMPs are thus used to tie all the activity going on in the back-end, such as media buys across different sites and through various middlemen, with all the campaign and audience data for a better understanding of the customer. Needless to say, we need DMPs. And the work they do is far from easy.

But knowing this is one thing. Using DMPs properly to your advantage is another. In other words, are you currently leveraging your DMP to run media campaigns? Crickets.

Consider this – when a marketer or advertiser wants to target or exclude specific customers based on the user-level information only they have (aka first-party data), they can pass their users to an ad tech provider through their DMP to then create specific user segments for marketing campaigns. Adding the scale of second-party data (or first-party data sharing) to model off of your desired audience segment would take this to the next level for any campaign.

Need more? We’ve illustrated some benefits to activating your DMP:

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Once you’re ready to work alongside your ad tech partner and second-party data provider, the benefits above are further illuminated.

The main takeaway: Make sure your ad tech provider is integrated with your DMP. Oh, and for the best results, check to see if your ad tech partner is home to a wealth of highly valuable data in the form of second-party data – this way, you’ll have the best of both data worlds to run the most successful campaigns.

If you’re ready to leverage your DMP, or if you’re still looking for your perfect ad tech data match, you can learn more here.


Categories:Posts from 2016


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