“Do I have a data leakage problem?”
This is just one of the important questions to ask yourself when mulling over the potential need for a data management platform or, as they are referred to in this acronym-obsessed biz, a DMP.
At our latest Buyerside Chat on Tuesday, September 29th at the ever-welcoming Town Hall Brewery, Turn joined us to discuss the basics of DMPs: what they are, how they can benefit agencies and businesses and what you should consider before taking the leap.
Here are some thoughts worth noting if you made the mistake of missing out on this month’s chat:
- DMPs (or Data Management Platforms) aggregate multiple sources of data, leading to a better understanding of your audiences and how they react to your brand and media. This can help inform the direction to take with your brand and future ad campaigns.
- The worth of a DMP is not based on the number of “pipes” (read: data partnerships) it has, but instead the quality of those “pipes.”
- Some DMPs allow for cross-device targeting via device ID, which is either determined by deterministic or probabilistic modeling. However, there is still some debate about whether these models are more accurate than our industry’s traditional cookie targeting.
- Deterministic device matching relies on stitching email addresses with login information to pair devices with users.
- Probabilistic device matching employs behavior analysis, such as devices commonly in the same location combined with frequent visits to a website.
- Whenever you move data across unintegrated platforms (for instance, from one DMP to an unrelated DSP), you’re at risk of Data Leakage, or loss of necessary data including cookie matching information. Avoid data leakage by using an integrated DSP/DMP media solution
"Even in the best day, DBM only has a 70% match rate" #BuyersideChats
— Megan Schuller (@meggo10) September 29, 2015
- The optimal approach may be to test all available targeting methods, measure results and reallocate resources to the strongest-performing approach.
- Oh, and most importantly: your data is incredibly valuable.
- It’s good practice to be clear about third-party permissions in placing tags on your website and to consider how a DMP can help prevent data leakage.
We also want to extend a huge thanks to Lauren, Adel and Nazia from Turn for the informative discussion, delicious food and drinks. Join our mailing list to find out when we will be hosting our next Buyerside Chat.