Apresentação sobre dados, por john deTar no MMA AdTech Morning 27/10

1. GETTING THE MOST
FROM YOUR DATA

2. If we all agree that data is the
binding force of all platforms
in the future than our focus
needs to always start with data.

3. THE PROBLEM
COMPANIES DO NOT KNOW WHAT
THEY SHOULD BE DOING WITH
DATA
OR, HOW TO ORGANIZE AND
CREATE THE SEGMENTATION FOR
ACTIVATION
MOST DO NOT HAVE ENOUGH
ACCESS TO 1ST PARTY TO BE
SUCCESSFUL
1ST PARTY
3RD PARTY
…ECONOMICALLY THE MARKET IS BROKEN !!!
3rd party is extremely
expensive in relationship
to the media costs
+

4. RELATÓRIOS
DE BI
ATIVAÇÃO
DE MÍDIA
ORGANIZAÇÃO E
SEGMENTAÇÃO
PRIVACIDADE
E PROTEÇÃO
COLETA
DE DADOS
GESTÃO DO BIG DATA

5. Moat
Bright Roll
Doubleclick
Bazaarvoice
i2.walmartimages.com
Database
AppNexus
DigiArt
AdAction
Playmobil
Audience Science
Typekit by Adobe
Bright Roll
Activity Ads
TradeDesk
CONTROLE
SEUS DADOS
Live Rail
Walmart
Adap.tv

6. amazon.com
AppNexus
Amazon Associates
RightMedia
Facebook Exchange
PulsePoint
Rubicon
Rubicon
Double Click
z-ecx.images.amazon.com
Pubmatic
LiveRail
Openix
Eunt Media
CONTROLE
SEUS DADOS

7. PONTO DE VENDA
CRM
HASHED
SITE
CAMPANHA
REALTIME
DSP
DMP
CRM
CLOUD
GESTÃO DOS DADOS
MOBILE
ONBOARDED
AND MATCHED

8. DEIXE AS EXCHANGES
FAZEREM O TRABALHO PESADO
INVESTIMENTO NO TARGET,
NÃO NA PLATAFORMA
ENTREGA MÍDIA
CROSS DEVICE
NÃO ESCOLHA PLATAFORMA,
BUSQUE O TARGET

9. PLATFORM AND SCALE

10. CLIENT ECONOMIC MODEL
$100 M 5%
(GDB)
TOTAL MEDIA
INVESTMENT
DATA
COST
20%
DSP
FEE
$76 M
REAL MEDIA
INVESTMENT
17%more money
to spend
on media
This money will reflect in:
• More impressions;
• More interactions;
• More visits;
• More leads;
• More sales;
• Much more….
$100 M 20%
(3RD PARTY)
20% $64 M

11. CASE STUDY
15%
5%
LOCAL DSP’S
CAMPAIGNS
COSTS
3.4x
RESULTS
10.2x
BETTER
USE OF
FUNDS
3xmore costs
3RD PARTY
GDB
TYPE