EMEA > Data Management Platform

Tinkoff Digital, the newly-launched digital ad solution provider, is announcing that it is a rolling out a DSP for the Russian market. DataMind will be Tinkoff Digital’s first product launch in the market.

The new solution is aimed squarely at Russsia’s fast growing e-commerce market, but the company is stressing that the platform can also be used by agencies. Given that the big holding groups are still figuring out their strategy for Russia, it seems likely that much of DataMind’s business will come from Russia’s big growth e-commerce sector.

DataMind will focus initially on graphical display, but there are plans to roll out on mobile in the first quarter of next year. It is also worth noting that Tinkoff Digital raised about USD $20 million both to acquire and build out its different offerings over the coming twelve months.

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AudienceScience announced last week that it is closing its ad network business – as it looks to focus on becoming the SaaS solution of choice for large, brand-focused advertisers.

This is a pretty significant move by AudienceScience, given that it could mean that one particular global advertiser, who has an already extensive relationship with AudienceScience, is going all in with them for global digital buying. For AudienceScience to develop a unified proposition of this kind, it would suggest that the strategy is being driven by the needs of existing large, global clients.

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ATS London Big Data sponsor IBM has just released an in-depth whitepaper addressing the issues surrounding Big Data. As everyone knows, Digital marketing has the potential to extract, interrogate and leverage large volumes of data. The challenges around high-cardinality in key variables, an increasing focus on open-ended analytics, structured versus unstructured data streams are becoming more and more complex.

However, they are also challenges for which there are an increasing number of interesting and applicable technologies that provide the real potential for a long term solution. Finding the right solution involves more than a simple evaluation of price/performance—and not just because measuring performance is inherently ambiguous. It involves the usual work of matching business requirements to the comparative advantages of each possible solution.

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If you really want to know what people are thinking, nothing beats chatting with them over a glass of fine wine and a nice meal. Turn recently held a private dinner for media agency clients and as conversation and the Bordeaux flowed, the discussion turned to the value of first-party data in RTB.

One comment which particularly rang true was that many of our guests felt we’re still in the ‘50s era of TV advertising when it comes to RTB. It’s certainly revolutionised the way we buy media, with the real benefit coming from the ability to place a true value on each buying decision. However this true value can only be measured with data insights that give transparency to the worth of each and every consumer to the advertiser at a given point in time.

Whilst third-party data is widely available and usage has increased, Turn has long advocated the value of first-party data for greater accuracy in campaign targeting. No one knows their customers better than marketers, and with data now fuelling everything a digital marketer does, utilising your own customer data such as CRM data, onsite activity including transactional data, self-declared user data and social signals is far more valuable than purely relying on external data sources.

Also, because a large amount of third-party data is not validated, marketers and agencies are seeing the importance of generating their own first-party data, both structured and unstructured, which can be married with existing data within a data management platform (DMP) in order to validate and enhance campaigns. Third-party data can also enrich first-party data by helping unlock audience information. Combining the two (or three if you include advertising data) will increase the chances of scaling your campaign.

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Why has improve moved to hire a VP of data engineering now? How is data shaping the future of Improve’s business?

Like anyone in our space, data has always been a big part of the company investment and focus. Given the aggressive growth of our client base, the amounts of data being processed per client, and the exploding role of data in the ecosystem, we place data in the centre of our strategy; viewing our growing data mountain as an asset to be mined and not just a technical challenge. The better we do at that, the more our current business excels and new avenues will be enabled.

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SECTION I: PREMIUM & BRANDING IN THE PROGRAMMATIC ERA

KEYNOTE 1: Our first keynote speaker of the day was Neal Mohan, VP of Display Advertising Google, who gave us a presentation titled “Programmatic for the People”.
- Programmatic buying moving from performance to also include brand.
- You get what you measure.
- Let’s get that brand spend away from TV!

PANEL 1: “How are data & technology affecting change in advertising?”
This first panel was moderated by Erich Wasserman, Co-founder & GM, EMEA, MediaMath, with discussion between Curt Hecht, Chief Global Revenue Officer, Weather Channel; Anthony Rhind, Co-CEO, Havas Digital and Sean Cornwall, former MD, eHarmony.

Anthony Rind, Havas: “Know the value, not just the cost of data. What you’re doing with data is improving your accuracy, not providing a 100% hit rate. Clients won’t share their data unless they have absolute trust. Build attribution models based in comparing touchpoints of both converters & non converters, it proves display works.”

Curt Hecht, Weather Channel: “Mobile is the #1 thing I’m focused on. Mobile will make the Weather Channel global.”

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Improve Digital interviewed some of our panelists and speakers during Tuesday’s ATS London event at the BFI.

*COMING SOON*
Watch this space for uploaded videos of keynote speakers Mike Nolet, CTO & Co-founder AppNexus and Dr Boris Mouzykantskii, Founder, CEO & Chief Scientist, IPONWEB.

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What’s the state of play with Turn right now? What does a Cloud Marketing Platform mean?

It’s an exciting time for Turn. We’re in a major growth phase with over 200 employees across 14 offices worldwide and expanding. We’re seeing our fastest growth occurring across Europe with 430% year-on-year revenue growth in the region. We have major global brands using our service directly, or through their agencies. We work with the Top 5 holding companies in the world, and run 3,500 campaigns monthly around the globe. Having witnessed firsthand the interest in Turn at the DMEXCO event in Germany last week, I am excited about our prospects for continued growth, as our products address the pain points that digital advertisers across Europe have today.
Turn’s goal has always been to empower the marketer at their moment of decision. To this effect, we developed our cloud marketing platform for scalability, speed, open access and, most importantly, the easy delivery of insights for smarter marketing decisions.

What the “cloud” part means for the marketer is that there is no software to install, no need to have to integrate with advertising exchanges or inventory partners, no need to build data ingestion tools to pull in first-party data, no need to strike deals with every third-party data vendor. They simply subscribe to our service and can begin streamlining their digital marketing operations.

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