What DMP is
DMP is a platform that collects, stores and analyzes data with the help of AI for a more efficient targeting and marketing campaign optimization. DMP is capable of identifying users, synchronizing the information about them with external systems and analyzing the audience.
How It Works
- A DMP collects data about users from different sources, including websites, mobile applications, ad networks, social networks, etc.
- It identifies the users by correlating data about them from different sources and creating a single profile for each user.
- The next step is audience segmentation. The platform integrates users with common characteristics and behavior. AI define priority, creates probability models and makes a decision on how to segment the user.
- A DMP transmits segmented data to other ad platforms, such as DSP and SSP for setting up marketing campaigns.
- The platform integrates with a wide range of ad platforms, including DSP, SSP, Ad Exchange and Ad Server. It gives the opportunity to use this data for optimizing the process of buying and selling the inventory.
Who This Product is Aimed At
Advertising requires the data from a DMP platform for:
- Advertisers, interested in optimizing their ad campaigns to achieve a more precise targeting and higher marketing results;
- Contered creators, eager to maximize the value of their ad inventory by providing more relevant ads to their audience;
- SSP and DSP platform owners.
The data retrieved from a DMP helps understand the audience better. This is the reason why we develop smart recommendation systems on the basis of a DMP.
Such a system is the perfect fit for:
- Online shops and marketplaces since it gives them the opportunity to offer to a user only those goods that they are highly likely to purchase;
- Content providers because it helps them suggest the videos, news and podcasts, gripping for the user.
| The Advantages of the Product | |
| — Predicts users' actions according to their behavior by creating probability models based on entropy method and linear regression. — Suggests relevant content on the basis of prediction, including video, audio, image and goods. — Integrates with DSP and SSP, ad networks, exchanges and other platforms for participation in RTB auctions by setting bids for ad display automatically. — Possesses a built-in system of monitoring, notifying, backup and data storage. — Corresponds to legislative acts and standards in personal data processing. | — Can be set up in both single data centers and the ones located in different continents. — Can be implemented on both data centers and cloud solutions, such as AWS, Azure, Google Cloud, etc. — Provides for high capacity level by processing large amounts of data in the real time and aggregating them for audience segmentation. — Allows for users' data safety, makes use of modern data protection methods from illegal access. — Each architecture component is scalable horizontally. The architecture ensures a high level of fault tolerance and efficient use of server resources. |
The legislative acts and standards in personal data processing:
- The General Data Protection Regulation (GDPR) from
25.05.2018 in the EU. - The California Consumer Privacy Act in California, the USA.
- APPI in Japan, PIPEDA in Canada, Australian Privacy Act, etc.
OrbitSoft Cases
Beeline Programmatic
Beeline Programmatic is a subdivision of Vympelcom company (brand Beeline) that is involved in ad display on mobile devices by using network operator’s data.
Our Goal
The company wanted to create an ad platform to show their users target ads based on the data from the mobile operator. Our client was seeking a ready-made solution, customizable to the operator’s unique feature. It was vital for the solution to be able to integrate with the company’s services.
Our Solution
We offered a complex solution on the basis of our in-house developed platforms, such as OrbitSoft Ad Server, OrbitSoft SSP, OrbitSoft DSP and OrbitSoft DMP.
Apart from that, we integrated the system with the operator’s services. Integration modules expand the opportunities of RTB systems in terms of identifying users, enhancing the data, and providing unique targeting parameters. This allowed for creating the system, unparalleled in the digital ad market.
Identification and GEO & HTTP processing modules give the opportunity to process and analyze tens of thousands requests per second. The system processes hundreds of GB of data per 24 hours.
The Outcomes
- We have launched and deployed the system for the operator, integrated it with all the large ad exchanges, including Google Adx, Mopub, OpenX, Smaata, etc.
- During the product launch such ad agencies were subscribed, as Gazprom Media Digital, Dentsu Aegis. Such ad campaigns as HBO, Disney, AliExpress and Tinkoff bank were launched.
- The system was introduced at the international trade show HybridConf.
SmartRTBGroup
SmartRTBGroup collaborates with a large internet provider serving the needs of over 1,5 billion users. The company integrated a filtering mechanism and a system for categorizing internet resources based on interests for them. This system allowed for creating lists of interests and customers' intentions on the basis of customer traffic analysis.
Our Goal
SmartRTBGroup and the internet provider were looking for a team to develop an ad system that will use the data on users' interests and intentions. The company was planning to work with advertisers and place ads on side resources.
OurSolution
We suggested displaying ads on side sources with the help of OrbitSoft DSP for RTB technology. Being an integral part of the platform, the DMP module appeared to be an extra benefit for using OrbitSoft DSP. It gathers and processes the information about the users, including their sex, age, interests, etc. It gives advertisers the opportunity to target their ads based on customers' interests and intentions.
We integrated SmartRTBGroup system with ours by means of:
- Enhancing DMP module with the data about users' interests and intentions;
- Integrating Cooking Sync. (the module of customer synchronization) into our client’s system;
- Adding side SSP platforms and Ad Exchanges.
The system was launched after testing and bug fixing.
The Outcomes
Having integrated OrbitSoft DSP, the company signed several contracts with large agencies and advertisers.
Video Platform
A company manages a wide range of entertainment content platforms.
Our Goal
The company sells ad inventory on their platforms. Consequently, they want their users to watch as many videos and ads as possible. Nevertheless, the ranking system didn’t work properly, and the least interesting videos appeared on top. If a user doesn’t click on a video, they don’t watch an ad. So, the platform does not receive the reward.
Our Solution
The company wanted to create a smart ranking system that will apply user behavior data to improve the display of the content and boost ad views. We suggested using our in-house solution — OrbitSoft DMP to gather and analyze data, and offer the most relevant content to the users.
The Outcomes
What we have achieved in the development process is
- ata collection about the users from the video platform
- a new ranking system
- categories implementation for video search
- a dashboard for the client to be able to see the rating
The number of video views has increased by 16%.
