Dmp - cookie synching (11-15-11)

Not as science fiction as you may think…

Life on the Grid

Must account for cross channel keys, horizontal scalability to handle big data sets, and optimized to handle

unstructured text and social data

• Name • Address • Zip+4 • Phone • DMA • Store

• IP • Cookie • MAC-Address • UserID • OpenID • Email

• FacebookID • Handle • Domain • Social-graph • Followers

• Number • DeviceID • AppledID • Geo

Cross Channel Linkage

‘s

The Soft, Chewy Key to Digital

Cookie Scenarios

Value Add

• Provides more points of distribution • Expands potential markets by enabling new ways to apply data • Makes it easier and lest costly to onboard

Ways We Can Onboard

• Direct Piggyback • PII Match • Trusted 3rd Party Key

Your Site DMP

DSP

DSP Match Service

Provider

Bob

DMP Digital On boarding

Analytics

1

3

4

1. Bob visits a pub site (e.g. YourSite.com)

2. Pub site CMS (e.g., FatWire) returns HTML

3. HTML (from 2) includes java script that redirects to DMP container tag that manages tagging of all downstream sites.

4. Multiple tags / cookies set on dsps, analytic sites, and anything else specified in container tag

5. “DMP.comABC” – mapped to DSP’s for RTB display

6. “DMP.comABC” – mapped first party domain tracking for analytics, surveys, email, storefront, etc.

7. “DMP.comABC” – like mapping to a DSP, but here done for more static connections to large portals (AOL, MSN, etc.) and media partners.

8. “DMP.comABC” – mapped to specific first party sites that collect cookies and PII. Like Experian, TargusInfo, or in the past eBay.

9. Partner tags are round tripped back into DMP for syncronization.

DSP 2

Email

Store

Ad Networks

Portals

5 6 7 8

9

Pub Site Pub

Ad Server

Pub.com – Bob (app)

SSP

Ssp.comABC

DSP

DSP

DSP

Ad Ad Server

Bob

Anonymous

Analytics

“Pub.com – Bob” =

“Ssp.comABC”

1

2

3

Pub.com – Bob

(tracking)

4

5

6

7

“SSP.comABC” =

“DSP.com123”

DSP.com123

8

9

1. Bob visits a pub site (e.g. ESPN.com)

2. Pub site CMS (e.g., FatWire) returns HTML

3. HTML (from 2) includes java script that pings analytics box on its own domain (e.g., loopfuse.net)

• Cookie dropped for tracking site 4. HTML (from 2) also includes IMG

or java script tags that call out to a publisher ad server

5. Ad Server can either return ad content, redirect to AdNetwork, or redirect to SSP for RTB.

6. Request reaches SSP (on its own domain).

• Piggyback 1: Inbound request has pub.com cookie (to tie to SSP.com cookie)

7. SSP pushes offer to DSP’s 8. Winning DSP pushes request to

their ad server • Piggyback 2: SSP hands SSP.com

cookie to DSP. If DSP has DSP.com cookie for user it associates to SSP.com cookie. If not creates a new one.

9. Ad Ad server returns image content.

8

9

DMP

DMP Offline On boarding

1

1. When on boarding digital sources some of those, namely the match service providers, will supply PII associated to the DMP tag.

2. For offline systems that have a PII match against a known DMP online profile it is a simple matter of aligning the keys.

3. For unmatched records, there is no way to create the link until “Bob” supplies linkable PII (e.g., name, address, email, etc.) via a form on a site running the DMP container tag or the tags for a digital partner

Match Service

Provider Analytics

Email

Store

Ad Networks

Portals CRM DB

Other Offline DB

2 3

DMP DSP

Match Service

Provider

Cookie Daisy Chains

1. Sometimes you have to follow a cookie to a cookie to a cookie before you find the PII

SSP PII

Partner Site

PII

Identifying the Un-known Visitors

DMP

DSP

DSP Match Service

Provider Analytics

DSP

Email

Store

Ad Networks

Portals

DSP

DSP Match Service

Provider Analytics

DSP

Email

Store

Ad Networks

Portals

1

1. Over time the DMP’s knowledge base is built up and constantly refreshed via it’s network.

2. While a visitor to your site may be an unknown, or even anonymous, he / she may very well be identified within the DMP network. In this case, all that is known by the DMP network can be shared to your site.

Your Site

“?”

• web servers of any kind can only request cookies that are set to their own domain • concept of fat table • Cookie or media linkage pools • Protect PII

Rules to Remember