TRADERTALK TV

2013 was the year of the “DMP” allegedly. There has been much written about the “DMP” and its importance in the programmatic buying over the last twelve months. Some have questioned the value of it as a standalone piece, Regardless of its misnomer as a platform or its perception as a point solution, the reality is that the “DMP” is becoming an important part of the stack for both marketers and agencies alike. Here Shane Shevlin, Director of Business Development EMEA at IPONWEB, breaks down the essentials, giving three use cases of how a DMP is being used in the current market.

In this week’s #TraderTalkTV, Donald Hamilton, UK Managing Director at Zodiak Advertising, discusses the problems for publishers around scaling data targeting. He suggests individual publishers will not be able to compete with big scaled offerings – and so should look at co-oping data. Will publishers in the UK look at a similar model to La Place and Audience Square? Here Hamilton goes into detail as to how this approach might work for digital publishers.

Straight from Paris, this week’s #TraderTalkTV sees Alain Sanjaume, Senior European Consultant at eXelate and speaker at next month’s ATS Paris, breaking down the use of third-party data across multiple screens, from the PC world to the mobile world. First, eXelate collects demographic & geo data, interest (content consumed), intent (to purchase) and branded data, from which they drop an anonymised cookie on the user. Multiscreen wants access to this type data beyond  the PC, however it’s tricky on a cookie-less platform where you have to resort to fingerprinting, user ID or device ID. The challenge lies in connecting these two modes with a digital touchpoint, which eXelate endeavours to do.

In this week’s #TraderTalkTV, Weborama’s Managing Director for the UK Mathieu Roche maps out how 1st and 3rd party data can be used in audience targeting. Using a recent case study with McKinsey, Roche goes into how they built the process, and how they applied concepts like the chi-squared test to the target a user population base to boost campaign performance for its telco advertiser partner.

In this week’s #TraderTalkTV, Adobe’s Director of New Product Innovation for EMEA, Jonathan Beeston, breaks down where Adobe sits in the space. Specifically, its journey migrating from its established heritage on the creative suite side to monetising and managing creatives, led by strategic acquisitions. From over 20 offerings that it felt were confusing the market, Adobe has streamlined down to five solutions for simplicity: Analytics, Experience Manager, Target, Social and Media Optimiser.

In this week’s #TraderTalkTV, Visual IQ‘s Adit Abhyankar explains how the conversation around attribution is moving from analytics to operations. Visual IQ addresses the problem of attribution by looking at both direct and cross-channel, digital and offline. Adit breaks down how to action this data from a practitioner’s point of view, holistically, integrating both top-down and bottom-up attribution. Combining the standard, econometric approach with granular digital attribution leads to more informed scenario planning. Moving from merely a statistical approach to actually observing user behaviour at the user level, leads to recommendations at the placement and keyword level — which can be optimised in real-time.