A plethora of systems and tools exist in today’s performance market, yet too few of these systems “talk” to each other to create shared business intelligence for advertisers and publishers in order to optimise their partnerships and campaigns. Through practical examples of partnerships that use end-to-end integrations, hear about the latest tools and systems used to manage their online marketing efforts alongside a breakdown of how you can create smarter interfaces between the many systems available to you in today’s market. See how these new integrations enable you to increase productivity by using each other’s data for optimisation and consumer intelligence, ultimately enabling you to create fully optimised performance KPIs.

1. PLATFORM-TO-PLATFORM
COMMUNICATION:
INTEGRATION BENEFITS FOR
ADVERTISERS & PUBLISHERS
Robert Schneider, COO
@IngeniousTechAG

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Topics to be covered

3. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Exchanging Data
… why talk about it?

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► Many players see only a fraction of the data opportunity
▸Own data is (over)protected
▸External data is underrated or deemed unaccessible
▸Walled Gardens are increasing
► Hesitation and insecurity to exchange data with partners
► Increasing privacy and compliance concerns
► Lack of technical know-how in Online-Marketing departments
► Missing technical standards for data exchange
❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Introduction

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“With great power
comes great
responsibility”
Spiderman / Voltaire
❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Introduction

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Introduction
► Performance Marketing depends on responsible use of data
► Too little distinction between anonymous profiles and personally
identifiable information (PII)
► Privacy on the internet discussion has reached mainstream media
► Further concerns fueled by
▸mass surveillance
▸massive profits by internet companies

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Actions, Behaviour and Personally Identifiable Information
(PII) are main data dimensions
Common
Data
Dimensions
ACTIONS
•Customer Journey
•Onsite activity
•Session statistics
•Conversions
•Loyalty and activity index
•Mostly anonymous profiles
CONTEXT
•Interests
•Intentions
•Demographic: Age, Gender,
Location
•Search Phrases
•Not personally identifiable PII
•Logged-in and single sign-on
profiles
•E-Mail, Phone, Address
•Payment Details
•Sensitive and personally
identifiable
SENSITIVITY OF DATA

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Relevant data is scattered across the User Journey
Traffic Source
•User searches for product:
•Search phrase CONTEXT
•Interest CONTEXT
•Previous searches CONTEXT
•Activity history and
customised results when
logged in ACTIONS PII
Publisher
•User refines decision:
•Customer Journey ACTIONS
•Product specifications
CONTEXT
•Brand preferences CONTEXT
•Price ranges CONTEXT
•Session duration ACTIONS
•Clicks to advertisers ACTIONS
•Recommendations based on
history when logged in
CONTEXT PII
Advertiser
•User purchases product:
•Full personal information PII
•Payment information PII
•Exact product information
CONTEXT
•Additional products and
purchases CONTEXT
•Purchase history and lifetime
value PII

11. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Data is detected or provided
► Anonymous profiles are detected
▸ Created by detection algorithms and stored temporarily
▸ Examples are cookies, session parameters and fingerprint algorithms
▸ Sharing data is common practice, basis of tracking and analytics
► Personally identifiable profiles are provided
▸ Provided by users in return for
▸Value-added services
▸Logistics and fulfillment purposes
▸ Examples are memberships of internet platforms (Twitter, Facebook), user
databases of cashback and loyalty portals, mailing lists, customer databases of
online-shops (CRM, ERP)
▸ Since PII is part of the data, sharing is less common

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Side question: Are Walled
Gardens ‘data heaven’? Or do
big players benefit from excess
of data imports?

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Big players have created systems in which they can benefit
most of all participants from data which is provided to them
► Online giants have created ‘endothermic’ systems:
more data is provided to them than they themselves provide
► Examples:
▸ Facebook combining PII from logged-in users with website data from
outside Facebook
▸ Google adding more ways to collect, but sharing less (keyword phrases)
▸ Twitter using MoPub’s mobile advertising network in connection with PII
from logged in users to customise ads and track users across devices

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Online players should know the pros and cons of working
with data monopolists
► Value-add from Social Graph, Google Analytics, App Store etc. has become
indispensable
► Lock-in via hardware or membership is strong
► Make no mistake:
Access to Walled Gardens is not ‘free’
▸ Monetization monopoly (provider tax and unregulated pricing)
▸ Penalties for (alleged) misuse, no neutral jurisdiction
▸ Business risks when models and terms change
▸ Unpredictability and lack of partnership options

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Wiggle rooms in technology and compliance need to be
understood, but risk of arbitrary changes remains
► Tactics to minimize dependency and mitigate risks:
▸ Play by the rules (Options when rules change: 0)
▸ Use technical loop-holes (which, even if working, may still cause
violation of terms and lead to penalties)
▸ Externalize technology (minimize data exchange, build up proprietary
technology for data collection and aggregation)
▸ Use conceptual loop-holes (move activity into ‘free zone’ of Walled
Garden or outside of it, e.g. mobile browser instead of native app)

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Consequences from clashes with big players are devastating,
and many participants can be affected
► When things go south:
▸ HasOffers and Kontagent banned from Facebook Ad Exchange for
holding on to anonymous Facebook data for too long
▸ Apple banning apps which promote other apps, let users earn rewards
for watching videos, social sharing
▸ Google: forward-integrating into publisher verticals like travel search,
local search, ratings, reviews
► Small changes of monopolists can cause ripple effects in entire value chain

18. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Data exchange focuses on tracing single transactions
Data sharing (forward and backward) is underdeveloped
Traffic Source
• Publishers
aggregate traffic
• SEO, SEA, Social
Media, E-Mail,
Display, direct
partnerships …
• Profiles are created
• Click-Out
Publisher
• Click-In
• Multiple
interactions
• Unrelated to
specific advertiser
• Personalisation
(optional)
• Click-Out
Tracking
Intermediary
• Multiple
interactions before
conversion
• Many potential
advertisers per user
• Profiling via cookie,
session and
fingerprint
• Redirect
Advertiser
• Click-In
• User interaction
geared towards
purchase
• Personalisation (PII)
• Transaction
• Call-Back
• Post-Transaction

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Advertisers

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Advertisers

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Advertisers

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Publishers

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Publishers

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Publishers

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Tracking Intermediaries

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
TO DO: Tracking Intermediaries

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Data-sharing principles
► Sharing meaningful data along the value chain creates
new business cycles
► Deeper integration into each other’s business yields
stronger partnerships
► Data privacy and compliance standards are essential to
uphold

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Data-sharing principles
► Aggregate
Anonymize data by aggregating it in meaningful segments before sharing it
► Use hash values
PII and internal parameters can be exchanged by creating hash values which
are stored in both systems
► Enhance data storage capabilities
▸ Incorporate hashed or anonymised information into your own data
structure
▸ Reserve space for 3rd party data in different formats
▸ Create shared pools of information which can be used to increase quality
of advertising

30. THANK YOU
Robert Schneider (COO)
@IngeniousTechAG

31. the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.the bid manager's managed service within .track if you want to be specific. Perhaps that's what you meant too? - we sell it as a stand alone product.

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❙Platform-to-platform communication: Integration benefits for advertisers & publishers
Common data tools store, aggregate and provide information
Tag Management Container script tools to manage all on-page tracking tags- and pixels and define
deduplication rules and conditions
Web Analytics Free and commercial tools to collect, aggregate and analyze off-page and on-page
metrics of websites
Tracking and Private
Network Solutions
Tools to measure, register and rate all tracking events across multiple channels
according to a set of predefined rules and attribution models
Campaign management
platforms
Proprietary tools of advertising platforms (e.g. Search or Display marketing) used for
targeting, relevance and budget control
Affiliate Networks Platforms connecting advertisers and publishers using tracking technology
eCommerce Systems Platforms providing front-end and back-end tools for Online-Shops, including product
management and customer management modules
Data Warehouse Solution to store big data from all sources in a unified format