To get the full value out of a relationship with a data management platform (DMP), you want to provide the platform with as much data as possible. That said, the low hanging fruit in any organization will be to integrate 1st party data for which you already have a cookie to the DMP. The mechanism to accomplish this is your standard cookie sync,which passes a user ID from one system to another via a query string appended to a pixel call, and ideally, a server-to-server integration after that.
Practically speaking this means that when a user hits your site and calls your site analytics tag, either independently or through a container tag, that site analytics tag redirects the user to the DMP, and simultaneously passes the site analytics user ID to the DMP. When the DMP receives that call, it cookies the same user and also records what the site analytics user ID is. Now the DMP knows how to associate data from the site analytics tool to its own cookie ID. The beauty of this system is only the user IDs need to be synced at this time, and the actual data that the site analytics tool records can be passed to the DMP later, without slowing down the user experience on site. Now imagine replicating this process with all 3rd party tools, and syncing all systems into the DMP. (more…)
A critical component of any data management platform is the ability to centralize your audience data from multiple systems into a single interface. They do this through a NoSQL database management system that imports your data from multiple systems using a match key between each system that they form via, what else, a cookie sync. It sounds complicated but it isn’t. Let’s take an example from the marketer side to explain the concept.
Identity Syncing and the Data Management Platform
Say you run a large eCommerce store and want to create audience-based marketing campaigns around different customer groups. You send a weekly newsletter with a few hundred thousand users signed up, you have a site analytics tool, you have an order management database, or other CRM system, and you buy media through a Demand Side Platform (DSP). Each system fulfills a specific business need, but generally speaking operate in parallel and do not talk to each other. So there’s no way for you to specifically target users on your DSP that are also signed up for your newsletter, or who are signed up for your newsletter and have also visited three or more pages in the mystery novels section of your site in the past 30 days. You have a site analytics cookie on the user’s machine, but no newsletter cookie, and even if you did, how do you know how to identify the same user in both systems? In order to get your newsletter system to talk to your site analytics system and push that information to your DSP for future media campaigns you need to find a way to identify the same user between systems. This is where the data management platform comes in. (more…)
If you’re working in digital advertising today and not losing sleep over your data management strategy (or lack thereof), climb out from under your rock and join the rest of us trying to figure out how to leverage the mountain of consumer intent and behavior collecting on the doorstep each day. From both the marketer and publisher perspective, data isn’t the problem, access is the problem. Each party has access to vast amounts of data, either directly or through 3rd party channels, but centralizing, organizing, analyzing, and segmenting are very difficult for all but the largest companies. Unless you have a pedigreed team that speaks SAS and Oracle, understands how to use an IBM supercomputer, or has a team of PhDs on the payroll, building your own solution to this problem just isn’t realistic. It just doesn’t exist in the DNA of most advertising companies today, at least not yet. (more…)
In this new four-part series on data leakage, I’ll explore how data leakage snuck up on the digital publishing industry as a critical business risk, how data leakage happens, what the costs are, and how publishers can create a policy around their data to manage the risk and capitalize on the opportunity.
What is Data Leakage?
In the digital advertising world, data leakage means the unwanted or unknowing transfer of audience data from one party to another, typically from a publisher to an advertiser, although in some cases, from an advertiser to an intermediary, such as a data exchange or ad network.
That’s my attempt at a Webster’s definition, but plainly speaking, when people talk about data leakage as it relates to interactive advertising, in almost all cases they’re talking about advertisers, ad networks, and data companies dropping cookies on users through ad redirects running on a publisher without that publisher knowing it or wanting it. The thing is, advertisers have been doing that for years for benign purposes–like tracking ROI, for example, to see how many users from a content buy made it to their website, or conversion page. Advertisers would drop a cookie on a user through their ad tag, and if the same cookie was recognized on a landing page at some point in the future, they could value to their ad buy, what the ad world calls ‘attribution’. Measuring ROI was great, but that’s about all you could do with that cookie pool. As an advertiser, even if you knew all the people in your cookie pool were sourced while reading up on leasing a new Rolls Royce, thus including them in an extremely high-value and rare audience segment, what could you really do with that pile of cookies?
Nothing, that’s what. So publishers didn’t pay much attention to the practice. For an advertiser though, it’s pretty easy to drop a cookie with a callback in your redirect, so dropping third party cookies out of ad buys was fairly common in a short while. After all, this is the internet – if you can measure something, why not measure it?
Gradually though, through the increased innovation in the industry and regular practice of cookie or pixel-dropping, publishers have been caught with their pants down. Today as an advertiser you can absolutely take action against any data you can collect or cookie pool you can build, and often those actions are in direct competition with a publisher’s sales force. The potential impact to revenue is huge, especially as programmatic buying through ad exchanges continues to build steam.
So what happened? How did the cookie go from a background distraction to a covert business liability? In the next post, I’ll review a brief history of data collection online and explain how data leakage made it the mainstream.