One of the frequently asked questions is “how can I connect the DMP data to the bidder?”
As it’s a complex question, we decided to dwell on this in more details in this post.
According to the Wikipedia, “A data management platform (DMP) is a centralized computing system for collecting, integrating and managing large sets of structured and unstructured data from disparate sources. Personalized marketing enabled by DMPs, is sold to advertisers with the goal of having consumers receive relevant, timely, engaging, and personalized messaging and advertisements that resonate with their unique needs and wants.”
You can build your own DMP based on the 1st party data available to you, or buy the 3rd party data using another DMP.
Regardless of what type of data do you plan to use to target your ad campaigns, the DMP integration basically consists of three major parts.
Users’ cookie matching
All players on the digital advertising market identify users via cookies. We have our own cookies and the DMP has their own. To be able to know that some particular user is actually the same person across two systems – we need to match the cookies between us.
Cookie matching is a pretty standard module. However, it needs to be adjusted to the exact DMP specificity, which includes:
Who initiates the cookie matching process?
Someone has to initiate the cookie matching loops by firing the pixel in the user’s browser.
We could show the matching pixel on the impression by adding it to your ad tag. In that case, it should be previously discussed with the networks if they allow such behavioral on impression or not.
An advertiser could fire the matching pixel on his own properties (websites). It’s a good way of interaction if you wish to collect data for the retargeting purposes.
DMP could fire the matching pixel on their end as soon as they see the particular user anywhere on the web.
The matching initiation could be a combination of all three above described ways.
Who stores the cookie matching table?
As soon as the user’s cookies are matched between two systems – someone needs to store the matched cookie pair to be able to convert the user’s id between the namespaces back and forth.
We could store it on our end or DMP could stores it for us which is actually preferred as we don’t need to launch the additional infrastructure this way.
Users’ data import
As soon as we have some amount of the matched cookies, we need to import the users’ data from DMP to the bidder’s side to check it on the bid. Each DMP has their own data format and export requirements, so it’s hard to estimate this part before we will see the exact DMP documentation.
The part of this point is taxonomy matching also, as each DMP has their own segments list for classifying users.
Furthermore, users’ data import should be the regular process as the data becomes obsolete very fast on the web.
Targeting by the users’ data
Don’t forget that the final goal of the entire process is using the imported data in the ad campaigns, so the appropriate targeting should be realized. The good news is from all 3 points it’s the simplest one cuz we don’t depend on the 3rd party here.
Summarizing, the DMP integration process is not so fast and easy and it’s critically important to be sure the DMP has actual, appropriate and relevant data which increases traffic quality as a result.
If you plan to integrate any DMP – just contact us – and we will analyze their documentation and estimating the task for you!