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Data-Centric Future of Advertising
Mikhail BerlizevManaging Director
DCA(Data-Centric Alliance)
Unite Digital Identity
A Russian company specializing in Big Data, heavily loaded systems and Programmatic Advertising.
Having one of the largest arrays of anonymous data, DCA develops and delivers a lineup of software products
providing various up-to-date marketing solutions.
Personal Internet Identity
Up to 10 cookies per person Several mobile IDsIPTV/OTT and SmartTV IDsMobile Number…up to 2Emails…. More than 3
1.2.3.4.5.
It is time to stop thinkingchannels and realize it is
all about a person.
DCA designed
Integrated User Profile (IUP)to unite digital identity {• Cookies
fingerprint• Mobile ID• Household ID• IPTV ID or OTT ID• Smart TV ID
}
Less “noise”, more attention
Accuracy of the Integrated User Profile is a meter of ecosystem
DCA Tech
platform
CSS
Metricservice
TVchannel
s
Offlineloyalty
program
From device to impression
AwarenessPerformance
TEXT GRAPHICS AUDIO VIDE
O
Social AddTeaser Add Native AddChat-bot
Targeting to audience >2%
High CPM
High conversion rate
MobileWebIndoor & outdoor
Targeting to audience >5%
Medium to low CPM
Medium conversion rate
Underconstruction
MobileWebTV (Smart TV, IPTV, OTT)
Targeting to audience >10%
Low CPV
Low conversion rate
TEXT GRAPHICS AUDIO VIDE
O
Real time Statistics
Enabling inventory in broadcasting channels
12
Programmatic TV: TV SSP
Video add 15s
Targeting video AdsFlag 🚩
30 sec
Dynamic creative/content
The better you know a person, the more useful things you can tell him
Dynamic content IUP Driven conversions
Taxonomy Demographics Interests
AutoTravelling
Food & restaurantsSport
TVMusic
LifestyleSubculture
EntertainmentTechnology
SexAge
Marital statusEducation
EmploymentProfess. interests
Income
IntentionsCar
FinanceEnsurance
RealtyVacation plansGeography
GeoSupergeo (up to 35m)
Dynamic audience Predictions:• CPC• Post Click• Target Action
Look-alike
Brand Safety
Whitelist/Blacklist Antifraud &Bot detection
Thank you!Mikhail BerlizevManaging Director DCA(Data-Centric Alliance)
RED HERRING AWARD 2016
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