In a previous blog, we talked about our plans for Orbit DSP’s evolving product development. A major initiative includes more integration with Data Suppliers and Data Management Platforms (DMPs).
Data Suppliers segment user data from website traffic, aggregating large amounts of information and creating segments from it based on certain market demographics and criteria.
There are two main kinds of Data Suppliers:
- The first kind supplies a wide range of data about the user, such as their social status and demographic data with general interests and needs. (ex: Pluso, Aidata)
- The second kind supplies only a defined range of data. This still may include social status and demographic data, but it would probably be linked to payment history or more narrowed interests in a specific area.
Data Management Platforms
A DMP is a multifunctional platform for data management. Data management includes:
- storage and post-processing,
- segmenting different user types, and
- tag management (which controls and manages the data that’s shown in segments and passed to third parties, like demand-side platforms).
DMPs for online ad servers allow each side involved in a sale or transfer to manage data, use third-party data, and export data to a real-time bidding (RTB) platform. Usage of data from a DMP as the ad is shown in an RTB significantly increases the effectiveness of an advertising campaign. That’s because the DMP usually has all major data suppliers connected, which allows advertisers and publishers to create segments using both first-party and third-party data together.
Basic DMP platforms provide visitor data such as gender, age, social status, income, interests, and more.
Integration DMP providers allow you to customize your targeting more—like segmenting by brand of car owned, for example—which defines a target audience as specifically as possible.
Putting Data Together from Data Suppliers and DMPs
The market for both Data Suppliers and first-party DMPs has developed rapidly in recent years, but the reliability and quality of the data they supply are far from ideal, especially if used separately.
On the other hand, third-party DMP platforms use optimization methods along with predictions, resulting in the most successful advertising campaigns from the available data.
Full integration of Data Supplier and DMP requires a cookie-matching module to work properly and synchronize users. For cookie matching, an ad is shown which includes a tracking pixel from a DMP provider. The DMP provider can then call this pixel from our ad servers to see who has viewed it and match user behaviors across different platforms to the same individual.
Currently, our system uses Aidata, VisualDNA, and Targetix DMPs in the European market.
For the worldwide market, we’ve signed an initial agreement with Lotame and BlueKai.
Our plan at OrbitScripts is to go after as many major DMP providers as possible to supply our advertisers with the greatest variety of audience segments and the greatest odds for advertising success.
This is just the beginning!