Top 3 growth drivers in the market for DMPs – Artificial Intelligence

2017/11/16

We asked Petteri Vainikka, VP of Product Management at Cxense to list what top 3 drivers will catalyze growth in the market for DMP’s (Data Management Platform). DMP enables digital businesses to aggregate, segment and action user data to drive higher user engagement and revenue. With insight, Cxense create memorable, relevant, and engaging experiences.

Here we go with the second part of a series of 3 blogs – (AI) Artificial Intelligence.

Driver #2: AI

With 2018 set to become The Year of AI, it is only natural that this also will be viewed in the context of DMP evolution — and there is certainly plenty of good reason to be bullish on the prospects of applying machine learning and deep learning onto DMP data sets, in particular when equating DMP 1:1 user profiles with marketer SCV profiles.

Concretely, we see AI as playing a transformative role across both how audiences are created and managed in DMPs, as well as how marketers will co-ordinate their marketing activities across channels; always seeking to hit that optimally personalized next best action scenario driving conversions and CLV (Customer Lifetime Vehicles). For the former, we see a shift from Boolean rules based audience definition (discreet inclusion/exclusion) to machine predicted audience definition (probabilistic), wherein there are several tiers of AI application from simplistic Lookalike modeling to fusing entire data sets to fully automated audience discovery using deep learning algorithms. The foremost benefit of all three AI tiers of audience discovery for marketers, is that they all reduce the need for marketers themselves to manually define which signals matter most for which activity, amidst an influx of high velocity and high variance data.

The second realm of AI infusion happening in the DMP will transform how next best action scenarios are defined across marketing automation, as well which consumer engagement channels these personalized actions can be delivered in. First, we see the manually defined customer journey paths being gradually replaced by AI’s probabilistic decisioning. This is catalyzed by the inclusion of a rich new set of real-time customer engagement data harnessed by the DMP across programmatic advertising, social, paid search, and onsite personalization engagement, and fused with more stable and persistent data from marketing systems of record (yet also far less abundant and diverse). Equally, the DMP will enable automated triggering of more customer engagement channels, most notably paid search, social, and programmatic — all across devices and with frequency controls.

The next growth driver in the market for DMPs – Private Data Marketplaces and Data Co-ops will be published next week, read the first part Single Customer View here.

Read also:

Data traders’ drop out game has started?

2019/03/27

Last week, it was reported that Oracle has stopped selling AddThis data in Europe. Data traders who collect their data in contravention of the GDPR can still be found in bulk and we believe that the removal of AddThis is just a prelude. We will see significant market cleaning done during this and next year and the first signs of this are already visible in the Nordic countries.

Read more

How to improve the visibility of ad placements?

2019/02/27

Placement visibility plays a significant role in business on commercial sites. Ad visibility has for long been a hot topic among publishers, advertisers, and agencies. The visibility of the placements, or viewability, is measured by in-screen values. Paying attention to the visibility of placements can significantly affect your earnings. Bad in-screen values tell the publisher that at least these things need more attention.

Read more

Advanced programmatic reporting across multiple SSPs and Adservers

2019/02/27

Using multiple sales systems is a part of the everyday life for almost all media, especially in programmatic sales of advertising. Increasing the number of technology partners is necessary to achieve sales growth, but at the same time sales tracking and reporting gets more complicated. We solved the challenge by developing a tool that enables multiple SSPs and Adservers’ monitoring and reporting in one interface.

Read more

Relevant is more than ad-tech

2019/02/19

Relevant Digital Oy is well-known for setting up tools and technologies required for online advertising and for developing and commercialising online media. Ad servers, software vending and marketing technologies and the related know-how are an important part of our offering, but it does not stop there. In addition to tech projects, we regularly carry out demanding consultancy projects.

Read more

Where to pay attention to when you want to increase programmatic sales of advertising?

2019/01/24

Typically, programmatic sales means selling and buying online advertising, often using fully automated systems, thereby deviating from traditional sales processes that involve negotiating between people and handling orders. Programming advertising has been quickly adopted in different markets, making it easier, faster and more flexible to buy media inventory.

Read more