Data

Management
Platform
Playbook
AGENCY
CONTENTS CHAPTER 01
Welcome to Lotame, the world’s
leading independent data 1 UNDERSTANDING
THE NEED FOR DMP
management platform and data 1 Data is the New Currency
2 What is a DMP?
exchange. This document will 2 The Core Pillars of A DMP
serve as your guide through the
process of extracting value from CHAPTER 02

THE DMP AND

your DMP, and more importantly,
will give you a strong foundation 10
YOUR AGENCY
to better prepare your teams for
the successful deployment and
operation of the platform.
CHAPTER 03

16 DMP USE CASE

GUIDE
16 Creating Target Audiences
19 Cross-Device Activation
20 Frequency Management
21 Experience Personalization
21 Fraud & Viewability
22 Second-Party Data Syndication
23 Linear TV Planning &
Campaign Reporting
24 Client-Side Data Processing

CHAPTER 04

26 SUMMARY
Playbook for Agencies 2
 01
UNDERSTANDING
THE NEED
FOR DMP
Data is the New Currency
What is a DMP?
The Core Pillars of A DMP
1. Collection
2. Unification
3. Organization
4. Activation
5. Analytics & Reporting

Playbook for Agencies 3

01
UNDERSTANDING
THE NEED FOR DMP

Data is the New Currency

In the world of digital advertising and programmatic marketing, data has
grown exponentially in both volume and importance. The use of large data
sets in predicting outcomes, understanding audiences and breaking down
DMPs give clients the
media silos is more widespread now than ever before. We have entered an ability to centralize and
era of data-driven marketing campaigns focused on audience engagement
and one-to-one brand experiences. manage their customer’s
databases, analyze their
At the heart of this data revolution sits the data management platform
(DMP) a new breed of technology, focused on collecting, managing and marketing efforts, inform
activating data. DMPs give clients the ability to centralize and manage
content management
their customers' databases, analyze their marketing efforts, inform content
management systems, and power advertising platforms. systems, and power
As specialists in media execution, advertising agencies are increasingly
advertising platforms.
finding themselves consulting with marketers on their use and utilization
of DMP technology, and are being relied upon more and more to plan,
activate and optimize audience campaigns on behalf of their customers.

This playbook is a step-by-step guide to deploying DMP technology,

reviewing the core functions of the DMP, and the common use cases
observed within an agency context.

Playbook for Agencies 1

What is a DMP?
A data management platform (DMP) is a unified and centralized technology
platform used for collecting, organizing, and activating large sets of data
from disparate sources. Data management platforms have risen to the
forefront of media and advertising on both the buy- and sell-side, as a
result of an increasing focus on the analysis and targeting of audiences
across multiple platforms, devices and media channels.

The Core Pillars of a DMP

The DMP is built on five interconnected pillars: collection, unification,
organization, activation and analytics.

1 2 3 4 5
COLLECTION UNIFICATION ORGANIZATION ACTIVATION REPORTING

1. Collection
Through the use of a DMP, data can be collected from various
disparate sources, including:

Digital Properties
Digital properties can include websites, microsites, campaign
landing pages, mobile web properties, and mobile apps.

Offline Properties
The DMP is capable of collecting a variety of offline records, whether
that be CRM data, Set-Top Box data, email data or CMS data.

Media Properties
Data can be ingested through a range of advertising channels including
display, search, social, and video. This data can be stored at an impression
level to offer in-depth and granular collection.

Playbook for Agencies 2

2. Unification
A core competency of the Data Management Platform is the ability to
unify consumer data across multiple channels, platforms, and devices.
This unification of data within a central system of record enables
agencies to generate a holistic and 360-degree understanding of your
existing and potential audiences across CRM, Search, Social, Display,
and Analytics.

ID management and cross-device profile management are fundamental

to data management and activation, allowing not only for global insights
across the breadth of your media and marketing, but also for 100% data
portability and agnostic activation of audience data within any activation
channel or platform.

As well as unifying profile information across devices and platforms, a DMP

should unify all data types within one platform. The three data types are
first-, second-, and third-party, which are each explained below.

First-Party Data

1 ST First-party data refers to the brand or agency’s

own data that they have collected from their own
consumers and brand advocates. This can include data
from a website, CRM, social, search, display, analytics,
or any other source of data you own.

2 ND Second-Party Data
Leading DMPs also allow second-party data sharing
among selected partners, which are unique and
bespoke data assets derived directly from an external
source, including a publisher, a separate entity within
your own business or an independent partner. Second-
party data is someone else’s first-party data that you
are accessing directly from the source rather than via
an exchange.

3 RD Third-Party Data
Directly inside the DMP there should be direct
access to a range of third-party data providers and
prepackaged data segments. Clients can use this data
to build new, larger audiences and to understand what
actions and behaviors consumers are exhibiting across
the wider internet, for an even more holistic view of
their target customer.

Playbook for Agencies 3

3. Organization
Most DMPs offer flexible and customizable organization, which include
parent/child account structures. This structure allows agencies to create
multiple accounts under a single network. The “parent” has a global
view of all data and can section off individual data sets into specific
“child” accounts. The parent maintains the ability to access data across
the network, but the child only has permission to see data relating to
that particular account.

PARENT/CHILD ACCOUNT STRUCTURE

AGENCY

CLIENT B CLIENT C
CLIENT CLIENT CLIENT
A B C

The parent/child account structure is well suited to agency deployment,

with several individual brands using the DMP, each needing separate data
storage as well as a completely independent view of their data.

Playbook for Agencies 4

Custom Taxonomy
During implementation of your DMP, you will have the opportunity to
create data taxonomies closely aligned to your structure and your client’s
business models.

CLIENT

MEDIA
WEBSITE CRM
CAMPAIGNS

SITE PRODUCT
CATEGORY LEAD CUSTOMER VIDEO DISPLAY
NAVIGATION

Home Product 1 Whitepaper High Campaign Campaign

Download ABV 1 2

Enquiry Frequent View

Services Product 2 Impression
Submitted Purchase
75%+

Blog Product 3 Call Received Long-term Video Click

Customer Click

Renewal Campaign Campaign

Shopping Product 4
Window 1 2
Cart

View Engagement
75%+

In the example above, we can see how an agency may choose to structure
data on behalf of their client into a hierarchy. If we use the analogy of a
tree, the diagram above shows that we have three roots (Website Data,
CRM, Media Campaigns), with each of these roots containing their own
corresponding branches.

Data can be categorized and structured in a variety of ways to meet your

business objectives. Setting out a clear “data tree” for your organization at
the beginning of implementation can be useful in informing the overarching
DMP strategy.

Playbook for Agencies 5

4. Activation
The DMP is capable of advanced data portability and offers you the ability
to activate your data seamlessly with the majority of technology partners
in the marketplace, including ad servers, DSPs, search, social, CMS and
creative optimization platforms. Integrations are completed predominantly
through server-to-server connections (or API) allowing for automated data
flow.

Here are some ways an agency or marketer can activate data across channels:

Digital Display Video On-Demand Paid Search

Execute display campaigns through Execute online video campaigns Use DMP-driven audiences to
publisher-direct media buys, as well through publisher-direct target, suppress, or dynamically
as through programmatic activation media buys, as well as through update paid search campaigns
programmatic activation

Content/Product
Paid Social Recommendation

Execute DMP-driven audience buys Integrate with your CMS and SEO
within social environments using platforms to increase site visitation
Facebook and Twitter’s respective and consumer engagement
custom audience solutions

Audience activation typically falls under one of three categories:

Proactive Suppression Dynamic

Targeting Targeting Decisioning

Seeking to identify a group of users
based on attributes and behaviors
they have demonstrated in order to
target those users with advertising
Seeking to identify a group of users
based on attributes and behaviors
they have demonstrated in order to
actively exclude those users from
targeting
Seeking to identify a group of users
based on attributes and behaviors
they have demonstrated in order
dynamically alter creative message
or content shown to these users

Playbook for Agencies 6

5. Analytics & Reporting
Once data has been collected and organized inside the DMP, there are
a variety of tools to generate customer insights to understand who the
“ideal” customers are, and how to better reach and engage them.

Any audience built within the DMP can be defined and analyzed using
audience profile and composition reporting, which provides audience
analysis demonstrating key demographic skews (age, gender, income,
family status), interests, and online behaviors the audience is exhibiting.
These analytics reports provide a 360° view of an audience, allowing
clients to better contextualize the who, what, where, why and how of their
target audiences or customer segments. Audience analytics offer powerful
consumer insights and should inform the overarching planning process.

Below we have outlined a few different types of analytics available inside

the data management platform.

Pre-Campaign Analysis
The DMP is able to reveal key insights as to the demographic and
behavioral composition of an audience in order to inform the overall media
planning and audience activation strategy. Key outputs include:

Demographic Insight Online Behaviors First-Party Affinities

Highlight the key demographic
skews within an audience in order
to inform consumer insights,
including gender, age, income,
education and geographic
brackets.
Identify the key content verticals
consumed by the audience across
hundreds of classifications from
Arts, Culture & Literature to
Government and Politics. This can
be used to identify key inventory
opportunities and contextual-based
buys.
Establish overlaps against first-
party properties in order to
understand frequent user paths,
common interests, and cross-sell
opportunities. For instance, for
an audience purchasing a specific
product, we are able to identify
what other products they have also
viewed or added to cart.

Playbook for Agencies 7

Mid-Flight Analysis
A DMP should facilitate real-time campaign tracking and reporting,
providing insights and allowing clients to understand how particular
audiences and behaviors are delivering against any number of pre-defined
campaign KPIs.

As well as understanding audience performance, DMP insights should

provide granular behavior-level reporting, in order for you to understand
how individual data providers within an audience are performing.

Mid-flight analysis forms the basis for campaign optimization, and should
be used to provide directional insight as to which audiences or behaviors
should be more aggressively targeted, and those which should be excluded
within the activation channel. Tracking media campaigns also provides
clients with the ability to review the performance of 3rd party data sets, and
to evaluate their use of 3rd party data vendors, making optimizations based
on real campaign insight and performance data.

Campaign tracking also provides a basis for audience discovery, using

audience insights gleaned from campaign activation in order to create
new target audiences based on actual data on campaign interactions,
engagement etc.

Post-Campaign Analysis
Post-campaign reports should be generated for all campaigns tracked
through the DMP. These reports provide insight into campaign delivery
metrics (across devices and platforms) as well as audience profile data
based on those users that were exposed to the campaign and those that
took action and completed the KPI.

The main components of the post-campaign report include:

Global Campaign Metrics Profile Analysis Campaign Drivers &

A report of showing global reach
and frequency of a campaign across
multiple devices and activation
platforms.
A snapshot of the key Detractors
demographic, interest and The best and weakest performing
behavioral skews associated to a audiences and datasets to inform
particular user group, based on future targeting and optimization.
their campaign engagement and
their path through the conversion
funnel.

Playbook for Agencies 8

02
THE DMP
AND
YOUR
AGENCY
“Owning” the DMP
Roles & Responsibilities
Setting Clear Objectives
Commercializing the DMP

Playbook for Agencies 9

02
THE DMP AND
YOUR AGENCY

“Owning” the DMP

Although your team structure will undoubtedly vary based on your
particular business type, organizational structure and available
resources, implementation and execution of the DMP solution always
works best when you establish a “DMP Owner” at your organization.

This DMP Owner is an incredibly important role that is intrinsically tied

to the success of the DMP project and completion of the objectives
outlined above. The ideal candidate for the role of DMP Owner
should be able to work cross-functionally with other teams for the
development and execution of all data driven strategies to:

• Drive audience strategy across the agency

• Develop advertiser use cases
• Onboard advertisers to the DMP
• Create and manage audience segmentation
• Evaluate third-party integrations and usage
• Provide insights and reporting
• Optimize campaigns mid-flight
• Establish second-party data relationships

Playbook for Agencies 10

Owner Profile - Business Director/Planning Director
If an individual client is deeply invested in the DMP, and the DMP is not
going to be used widely across the agency client base, then the profile of
the DMP owner within an agency is best exemplified by a Business Director.
The Business Director is able to coordinate planning, strategy and activation
throughout the agency across multiple departments. The Business Director
has a holistic view of the advertisers media and communications strategy
and is accountable for its successful execution.

Owner Profile - Head of Data/Technology

If on the other hand, the DMP is spread across a wide client base, without
each individual client being too greatly invested in the inputs or the outputs
of the DMP beyond activation, then the profile of the DMP owner is often
best personified by the head of either data, technology or programmatic.
In the past this profile has been best placed to ensure the effective
implementation of the DMP within the activation layer of the media buying
process, and has the necessary authority/accountability to ensure the DMP
is successfully adopted across the business.

Roles and Responsibilities

In order to effectively integrate a DMP and achieve your business
objectives, you need to establish a strong team, who will be tasked with
guiding both the technical, strategic, and commercial aspects of the DMP.
We find that the most successful clients implement a clear structure, with a
DMP owner delineating responsibilities across the business.

When an agency takes ownership of the DMP, it is likely a result of

advertiser demand, or the potential to upsell the service across the client
base. The agency will therefore need to establish an appropriate team
structure across the business in order to ensure the DMP is successfully
embedded within the different departments across the business.

Playbook for Agencies 11

EXAMPLE ROLES & RESPONSIBILITIES
LOTAME ROLES
Client Success Manager
Primary contact for the client within Lotame. Responsible
for day-to-day account management, development
of the client account, and ongoing support including
weekly calls, business reviews and training programs.
Technical Account Manager
Primary Technical contact for the client within Lotame.
Responsible for implementing the Lotame platform per
the client’s use cases and coordinating any technical
requests from clients post-implementation.
Strategic Client Engagement
Key strategic consultant, working with the client to
ensure long-term business success, through establishing
business objectives, milestones and productization
framework.
Platform Services & Support
A 24/7 support desk , helping clients with timely,
and reactive platform support through an automated
ticketing system.
Playbook for Agencies
AGENCY ROLES
Agency “Owner”
The owner of the DMP at the agency, responsible for
ensuring successful delivery of DMP strategy, ensuring
internal targets are hit, and adoption of the DMP
solution is high.
Planning
The agency planning team is responsible for
coordinating multi-channel media campaigns on behalf
of the advertiser. Planning teams should use the DMP
to profile and analyze audiences in order to inform
the overarching media strategy, as well as work cross-
functionally to ensure the DMP is being fully utilized.
Digital Display
The display team is responsible for the planning,
activation and reporting of digital display activity. The
display team is pivotal to the successful planning and
implementation of the DMP, executing audience-based
buys.
Biddable (PPC/Social)
The PPC/biddable team is responsible for planning,
activating and reporting on paid search, paid social
campaigns, and biddable campaigns, and utilizing the
DMP solution where applicable across these channels.
Programmatic
The programmatic activation solution or agency trading
desk is responsible for the successful execution of DMP-
driven strategies through programmatic activation across
DSPs.
Data Analytics
The data analytics and reporting team is responsible
for post-campaign analysis and continued audience
profiling on behalf of the client. They leverage the
DMP to produce holistic audience-driven insights and
reporting to inform future campaign strategy, planning
and activation.
TV/AV
The TV/AV planning and buying teams are responsible
for planning, sourcing and negotiating TV/AV buys
on behalf of the client. Capitalizing on Lotame’s TV
analytics platform, these teams are able to make more
informed, data-driven decisions on TV buys based on
demographics, interests, and behaviors derived from the
Lotame data exchange.
12
Setting Clear Objectives
When implementing a new technology solution, it is vital to establish the
fundamental business objectives assigned to that technology, and the
corresponding methods of measuring success. These objectives need
to focus on real business results over time, for instance performance
improvements, revenue increase, and positive return on investment.

Once you have successfully assigned the correct objectives and their
corresponding success metrics, you need must attempt to establish targets.
The targets need to be Specific, Measurable, Achievable, Realistic and
Timely (SMART). These targets then need to be mapped to an appropriate
timeline.

EXAMPLE BUSINESS GOALS

Playbook for Agencies 13

Commercializing the DMP
There are various ways an agency may choose to commercialize the inputs
and outputs of the DMP, whether this is direct or indirect. The main four
methods include:

FIXED FEE
The agency charges a fixed fee for the DMP to clients. This is usually
based upon the additional personnel required to manage the DMP and its
outputs, such as a data analyst.

CPM ACTIVATION
The agency charges a fixed rate increment on the CPM for impressions
purchased which involve DMP tracking, reporting, or optimization either
directly or indirectly.

PROJECT SPECIFIC
The agency could charge a fixed fee for project specific work involving
the DMP. This could include one-off profile reporting, one-off optimization
models, or a one-off fee for on-boarding offline data.

ADDED VALUE
The agency may decide that they not want to charge anything at all for the
DMP, and simply use the DMP as a way to improve their overall offering to
their clients and their client’s success.

As an agency, you would need to review the validity of the above models
and apply them in the context of new business as well as existing business.

Playbook for Agencies 14

03
THE DMP
USE CASE
GUIDE
Creating Target Audiences
Cross Device Activation
Frequency Management
Experience Personalization
Fraud & Viewability
Second-Party Data Syndication
Linear TV Planning & Campaign
Reporting
Client-Side Data Processing

Playbook for Agencies 15

03
DMP USE
CASE GUIDE

The Data Management Platform offers the potential to unify many aspects
of campaign planning and audience activation, as well as campaign
tracking, optimization, and post-campaign analysis. In addition, new use
cases are continually being devised involving the DMP, including cross-
device activation, media attribution and viewability & fraud protection.
Below, we demonstrate some of the most commonly deployed strategies
involving the DMP.

Creating Target Audiences

A core function of the DMP is to allow clients to build audiences by
combining different first-, second- and third-party data sources within a
single intuitive platform. There are two main methodologies for audience
segmentation (1) manual segmentation and (2) automated segmentation:

Manual Audience Segmentation

DMPs enable clients to build complex audience targets by selecting the
desired demographics, content consumption, interests and actions made
up of first-party, second-party and third-party data ingested into the
platform. Using Boolean logic, the user is able to mix and match behaviors
from all sources of data in order to address specific requirements. The
platform will forecast the available unique reach of a given audience
definition to support in planning and budgeting exercises.

Playbook for Agencies 16

Recency & Frequency
Clients can further fine-tune their audience segments by altering the
recency and frequency rules applied to the audience definition. For
example, advertisers may select to only target users who have “added to
cart” within the past 7 days, or viewed a video more than once in the past
30 days.

EXAMPLE AUDIENCE TARGET CATEGORIES

Retargeting Audience Enrichment Prospecting

Retargeting uses first-party data to
segment users based upon on their
previous interaction with a brand’s
properties. This includes CRM
data as well as online interactions.
The goal is to reach your current
audience again.
Audience enrichment uses first-
party data as a base, but leverages
second- and third-party data to
establish new segmentation by
identifying demonstrated attributes
and behaviors that were exhibited
across the wider internet. The
aim is to learn more about your
current audience that you wouldn’t
otherwise know based on your
interactions with them.
Uses second- or third-party data
to identify profiles exhibiting
attributes and behaviors across
the wider internet, that have not
engaged with the brand previously.
Unlike audience enrichment which
gives additional information
about their existing users, this
technique identifies completely new
prospective customers.

Automated Audience Segmentation

In addition to manually defining audience sets, clients are able to leverage
the DMP in order to produce automated and machine-driven segments.
The DMP uses machine learning to identify correlations among users,
matching common traits and attributes across hundreds of data points
to understand what the most important qualities to build new audience
segments.

This automated methodology marks an evolution in the ways in which

marketers and agencies have completed audience segmentation to date,
moving from audience definitions which contain two or three data points
(demographics and interests) to audiences with hundreds or potentially
thousands of individual data points.

Playbook for Agencies 17

Look-alike Modeling
Look-alike modeling builds on the quality and transparency of a marketer’s
known customer data to extend and scale campaigns using real-time
predictive analysis of consumer patterns and behavioral traits.

Look-alike modeling analyzes the behavioral attributes appended to a

user’s profile to determine which attributes are most likely to predicts a
user’s actions. By understanding the user’s past engagements, look-alike
models perform pattern matching to locate new profiles most likely to
perform the desired campaign KPI (whether a click, conversion, or some
other type of engagement).

This look-alike offering offered by DMPs is decoupled from media and

inventory, agnostic of activation channel and purely focused on data
profiling and audience correlations, providing unprecedented transparency
and control to agencies throughout the look-alike modeling process, from
seed audience creation, to model output and reporting and analytics.

Playbook for Agencies 18

Cross-Device Activation
DMPs are able to unify user profiles across devices and platforms,
facilitating true cross-device audience creation, analysis, activation,
and optimization. There are two ways in which cross-device is currently
completed: (1) deterministic matching and (2) probabilistic matching.
DETERMINISTIC MATCH
A deterministic (or direct) match is established when there is known
information that connects different devices together, such as user login
information. A consumer, for example, may login to a website to access
certain features or content, and may also login to the same publisher’s
mobile app to access content on the go. This login data, which is encrypted
to strip it of any personally identifiable information (PII), can then be passed
through a device graph to establish a direct link between different devices.
PROBABILISTIC MATCH
Where known linked devices are not available, probabilistic matching
can be used as a powerful alternative. Probabilistic matching takes PII-
free signals that flow from different devices and uses statistical analysis
to identify links between the signals. Over time, the algorithm analyzes
enough signals, and sees enough patterns between the signals, to tie
different devices together with a high degree of confidence.

CROSS-DEVICE USE CASES

Audience Reach Improved User Cross Device Attribution

Extension Across Mobile
With device graphs, investments in
third-party data can now be made
to work much harder. An advertiser
can take third-party data segments
they have acquired, pass them
through the device graph and
target those same audiences across
mobile, significantly increasing
reach as illustrated in the earlier
example.
Playbook for Agencies
Personalization
The device graph can be used
to improve a brand’s campaign
performance by delivering
sequential creative messages across
screens.
Mobile advertising and user
interactions on mobile devices play
an important role in driving the end
goal of a campaign. However, as
many users ultimately convert within a
desktop or “fixed web” environment,
mobile is often undervalued as a
channel. This silo’d approach to
media attribution can be prevented
using cross-device technology,
allowing clients to understand user
engagement across mobile and
desktop throughout the purchase
cycle and assign value accordingly.
19
Frequency Management
In addition to providing audience optimization recommendations, tracking
media campaigns through the DMP provides clients with the ability to
report, evaluate and manage frequency through the use of a centralized
and media-agnostic platform. In other words, you can limit the number of
times a particular audience sees a particular ad. There are two rationales for
using the DMP in frequency management:

Optimal Frequency Analysis

Tracking media delivery not only allows for the client to report and analyze
key trends in frequency, and to establish a more accurate and cross-channel
view of user exposure levels, but also helps to inform evaluation of optimal
frequency levels. This way, users can understand the average frequency
at which users take action, and act more aggressively to secure these
pivotal moments, while also building strategies to optimize the impressions
delivered on either side of the optimal level.

Frequency Suppression
Frequency suppression refers to the exclusion of audiences past a particular
exposure point. This can be used to ensure that investment is focused on
optimal exposure levels and that users are not over-saturated and frustrated
by an advertising message they will never engage with. Reducing the long-
tail of impressions served across the lifetime of a campaign, across platform
and device can result in overall cost savings and increased campaign
performance.

Playbook for Agencies 20

Experience Personalization
Customizing the user’s journey has become synonymous with 1:1
marketing, allowing advertisers to dynamically update creative messaging,
on-site content and product recommendation based on known and
inferred user attributes and characteristics. This personalization can lead
to marginal efficiencies throughout the user journey, and improve the
overall performance of media considerably when compared to universal
messaging.

DMPs should allow for real-time decisioning based on audience data,

enabling clients to inform content and creative decisions, based on any
type of data, including the user’s age, gender, income, interests, and the
last products they viewed on the advertiser’s own website.

Sequential messaging in order to tell a consecutive story to one user is

another personalization mechanism which can be easily facilitated through
the DMP, with the additional benefit of being able to develop logic within
the DMP that is agnostic to device or activation platform (DSP).

Split testing is inherently connected to creative and content optimization.

DMPs should provide clients with the ability to conduct A/B split testing
within the platform, allowing clients to divide audiences into distinct and
mutually exclusive sets in order to effectively test the performance of
different creative messaging, landing pages and site content.

Fraud & Viewability

Ad fraud is defined as the practice of serving ads that have no potential to
be viewed by a human user. It is a critical issue facing the digital marketing
community today. Working alongside fraud detection technologies, the
DMP is becoming an increasingly important weapon in the battle against ad
fraud. Tracking audience performance against fraud indicators allows clients
to optimize audience targeting based on excluding those user groups
that have the highest propensity to include fraudulent traffic. Aggregating
fraudulent audience groups enables clients to add suppression audiences
before a campaign is even launched as a pre-bid filter.

In order for digital marketing to make any impact, the advertising must
first have the opportunity to be viewed by consumers within the target
audience. In combination with ad viewability tracking, the DMP is able to
aggregate audiences which deliver high % viewed scores and proactively
target those audiences, whilst actively excluding audiences which deliver
low % viewed scores.

Playbook for Agencies 21

Viewability can be expanded to include % on target verification, working
with Nielsen, ComScore and similar in-demo auditing technologies, the
DMP can be used to create aggregated target segments optimized towards
hitting % on target and in-demo benchmarks.

Second-Party Data Syndication

DMPs such as Lotame provide access to second-party data partners in
order to generate incremental data opportunities, and transparent access
to custom data sets. Second-party data provides direct, transparent and
Agencies are able to take
one-to-one access to data sellers and publishers looking to sell their more control over the
audience data decoupled from their inventory. Agencies are able to take
more control over the audience data they acquire and the way in which that audience data they acquire
audience data is targeted and optimized, as they activate across the open and the way in which that
exchange. Use cases for second-party data sharing include:
audience data is targeted
Finding New Data Sets and optimized, as they
Second-party data allows clients to source new data sets for use in
audience targeting, combining second-party data with first- and third-party activate across the open
data. For instance, you can create one magical audience made up of those
exchange.
who have viewed a product on the advertiser website in the past 30 days,
and also read an online review on at least one premium publisher site
within the same timeframe.

Capitalizing On Earned Media

Advertisers that invest a lot in their earned media strategies, and develop
content for “organic” distribution across premium publishers now have a
way of capturing the data associated with those assets and the users that
are engaging with them. This can be recycled in a paid media environment
to either pro-actively target consumers that engaged with earned media (in
order to build additional frequency against them) or to exclude or suppress
them (in order to generate incremental unique reach and awareness)

Collecting Supply Chain Data

Marketers may seek to collect data from across their own supply chain
in order to aggregate different consumer signals across different points
in the purchase funnel. For example, a retailer may wish to collect data
from individual product manufacturers, in order better understand that
manufacturers audience. Once collected, supply chain audience data can
be used in a number of ways. For example, a retailer may proactively target
consumers that have interacted with the manufacturer directly as they have
arguably demonstrated higher intent. Alternatively, a retailer may seek
to exclude users that purchased directly from the manufacturer in new
prospecting campaigns to reduce media wastage.

Playbook for Agencies 22

There are two methods of second-party data sharing that can be facilitated
through the Lotame platform:

• DMP-DMP: Data transfer between 2 mutual DMP clients through the

sharing and syndication of behavior hierarchies.

• DSP DIRECT: Direct audience syndication to a specific advertiser

ID within a DSP. This DSP direct syndication allows for seamless
audience portability within the programmatic ecosystem.

Linear TV Planning & Campaign Reporting

Lotame’s TV planning and campaign measurement tool allows agencies
to use audience data in order to plan and optimize television media buys
for more efficient and effective campaigns. Lotame’s wealth of audience
data is mapped to viewership data from 12 million Smart TVs in the US,
via our proprietary cross-device technology, so that advertisers are able
to move beyond the historically limited targeting capabilities of linear
TV to target specific audiences across digital and TV. With Lotame’s TV
analytics platform, advertisers will be able to know what audiences are
watching, when they’re watching, where they’re watching and the on-target
percentage of their ads to better inform future campaigns.

Agencies have historically possessed limited tools to apply real data

from first, second, and third party sources towards linear TV buys, and
the measure of campaigns has been limited to age/gender with slow and
expensive third-party matching providers to connect CRM to TV inventory
in an ad-hoc fashion. Lotame has brought digital audience technology to
television.

Lotame is the first DMP to bridge the gap between linear TV to the digital
online world, allowing marketers to have a comprehensive 360 degree view
of their audience across the three major screens (TV, desktop, and mobile).
By combining vast audience data to many internet-enabled TVs through
Lotame’s cross-device technology, we can now generate strong sample
sizes of audience data to networks, dayparts, and programs across national
and local programming. This enables two critical tools to create a cost-
effective solution that will show the value of your TV buys.

• MEDIA PLANNING: In the planning phase of a campaign, Lotame

will be able to report on the highest index of an audience across
programs, dayparts, and networks to find the most efficient
placements of your campaigns to a target audience

• CAMPAIGN REPORTING: View the overall reach and frequency of

your campaign across the target audience of you TV buy and the
cumulative on-target percentage against the audience.

Playbook for Agencies 23

Client-Side Data Processing
The DMP is a high octane technology platform, facilitating many use cases
with turnkey solutions. However, there will often be use cases that the DMP
cannot be facilitated in-platform. For such use cases, the requirement to
be able to export raw log-level data from the DMP is an absolute necessity.
Any enterprise DMP must be able to facilitate the export of unique user-
level data, at a raw behavior level.
Common use cases for such data export include:

Media Attribution
Attribution modeling is a commonly requested function within the DMP
suite, and although DMPs have certain capabilities to complete light-
level attribution modeling, the DMP is first and foremost a data activation
platform, and not an attribution modeling solution. Furthermore, the
majority of clients have developed unique and bespoke approaches to
attribution modeling, which would be difficult to effectively replicate
at scale within the DMP. However, the DMP is a central data collection/
tracking technology and as a result holds a vast wealth of timestamped
data on profile exposure and interaction with media, across platforms,
channels and devices. This data can be exported to the end user, who can
then ingest this data and process it within their own attribution models.

Customer Profiling
The profiling of customers has for many years been completed within
CRM systems, using first-party data to identify the most valuable customer
segments, and those that have the highest propensity to complete certain
actions. However, there is a wealth of second- and third-party data which
is now able to be combined with that existing first-party data in order to
make more informed profiling decisions. The ability to export this user-
level third-party behavior data can facilitate enhanced profiling and richer
segmentation.

Predictive Modeling
Similar to customer profiling, look-alike modeling is often completed by
clients using predominantly first-party data assets. Through log-level data
exports, DMPs can support end users in their own look-alike modeling
efforts by supplying scalable, accurate and high density profile data. The
end-user can then use this seed data to increase the size of their target
audience via look-alike modeling.

Playbook for Agencies 24

04
SUMMARY

Playbook for Agencies 25

04
SUMMARY

In this playbook we have evaluated the definition of the Data Management

Platform, and looked at the key components of a DMP within the context
of an agency deployment. We have identified the basic principles of
DMP deployment within an agency including ownership, team structure,
objective setting and commercialization strategy. Finally, we have reviewed
the main methods of productizing, activating and actualizing value through
DMP execution, including audience segmentation, profile analysis, look-
alike modeling, cross-device, campaign tracking & optimization, frequency
management, second-party data, TV analytics, and client-side data
processing.

If you would like more information on Lotame’s data management platform,

please contact us at info@lotame.com.

Playbook for Agencies 26