DMP徹底入門 - Speaker Deck

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DMPపఈೖ໳

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Note!!ʢ͜͜ॏཁʣ •  ͜Ε͸͋͘·Ͱ๻͕ݸਓతʹऩूͨ͠৘ใʹ جͮ͘DMPͷ࿩Ͱ͋ΓɺDMPͷ࣮৘ͱ׬શҰ க͍ͯ͠Δ͔͸ෆ໌Ͱ͢ ͱ͍͏͔೔ຊʹࠓͷͱ͜ΖDMPΛओͨΔࣄۀͱ ͍ͯ͠Δձࣾ͸ͳ͍ʢΒ͍͠ʣͷͰɺਖ਼ղ͢Β ͳ͍࿩͔΋͠Εͳ͍Ͱ͢Ͷ

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AgendaͱGoal •  Agenda – DMPͱ͸ʁ – DMPΛࢧ͑Δٕज़ – DMPΛ࡞ΔͳΒ – ͦͷଞͷ࿩୊ •  Goal – DMPͱ͍͏ΠϚΠνྑ͘Θ͔Βͳ͍΋ͷͷงғؾ Λ௫Ή

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ओʹ͜ͷลͷਓୡͷ࿩

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DMPͱ͸ʁ A DMP is a centralized data management pla8orm that allows you to create target audiences based on a combina>on of in-‐depth ﬁrst-‐party and third-‐party audience data; accurately target campaigns to these audiences across third-‐party ad networks and exchanges; and measure with accuracy which campaigns performed the best across segments and channels to reﬁne media buys and ad crea>ve over >me. BluekaiʹΑΔDMPͷఆٛ(hIp://www.bluekai.com/dmp.php)ΑΓ

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Α͘෼͔ΒΜͷͰཁ໿ •  ৭ʑͳͱ͜Ζ(online, oﬄine, 1st party, 3rd party ໰Θͣ)͔ΒσʔλΛूΊ͖ͯͯ֎෦ʹఏڙ •  ޿ࠂͷλʔήςΟϯάʹ׆༻ͯ͠ޮՌΛ্͛Δ •  ޿ࠂޮՌݟΔͷʹ࢖ͬͨΓ͢Δ •  Ϛʔέλʔʹఏڙͨ͠Γ΋͢Δ

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ͨͿΜ͜Μͳײ͡

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DMPͷ͓࢓ࣄ •  σʔλΛूΊΔʂ – 1st party, 3rd party໰Θͣ – CookieʹΑΔbehavior data ( dynamic data ) – WebαΠτ಺ͷUser data ( sta>c data ) •  σʔλΛղੳ͢Δʂ – audience dataͷղੳ/෼ྨ/ཧղ/׆༻ •  ղੳͨ͠σʔλΛఏڙ͢Δʂ – DSP/Ad server/CRMͱ࿈ܞ

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No content

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DMPΛࢧ͑Δٕज़ •  σʔλΛूΊΔʂ – Cookie SyncΛ֩ͱͨ͠σʔλ࿈݁ •  σʔλΛղੳ͢Δʂ – ౷ܭղੳ/σʔλɾϚΠχϯά/ػցֶश •  ղੳͨ͠σʔλΛఏڙ͢Δʂ – API౳Ͱ࿈ܞ

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CookieSync •  ̎ͭͷγεςϜؒͰCookieIDΛަ׵͓ͯ͘͠ – CookieIDΛkeyʹͨ͠৘ใ͸2ͭͷγεςϜؒͰ೚ ҙͷλΠϛϯάͰަ׵ՄೳʹͳΔ •  ࣮ଶ͸GETύϥϝʔλʹඞཁͳ৘ใΛ෇༩͠ ͨ1x1pixelը૾ʹର͢ΔϦΫΤετ (WebϏʔίϯํࣜ)

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CookieSyncͷ֓ཁ

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ΦϯϥΠϯͷσʔλऩू ग़యɿhIp://www.adopsinsider.com/online-‐ad-‐measurement-‐tracking/data-‐management-‐pla8orms/syncing-‐online-‐data-‐to-‐a-‐data-‐management-‐pla8orm/

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ΦϑϥΠϯͷσʔλऩू

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σʔλղੳ ग़యɿhIp://www.audiencetarge>ng.com/

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σʔλఏڙ •  ࣮ࡍʹDSP΍޿ࠂ഑৴ʹ͍ͭͯͷܦݧ͕ͳ ͍ͷͰΑ͘Θ͔Γ·ͤΜ •  ௐ΂ͨൣғͰ͸ڞ௨ͷ࢓༷͕͋Δͱ͍͏࿩ ͸ग़ͯདྷͳ͔ͬͨͷͰɺ֤͕ࣾఏڙ͢ΔAPI Ͱݸผʹͭͳ͗ࠐΈΛߦͳ͍ͬͯΔΑ͏ͳؾ ͕͢Δͳ͊ – RTBͷॲཧͷྲྀΕͱ͸ؔ܎ͳ͍ͷͰߴ͍ύ ϑΥʔϚϯε͕ٻΊΒΕΔΘ͚Ͱ͸ͳ͍

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࣮૷͢ΔͳΒ •  DMP࡞Δͱͨ͠Β݁ہ3ͭͷཁૉʹ෼ׂ͞Ε Δʢ͸ͣʣ – σʔλऩू – σʔλղੳ – σʔλఏڙ •  ࠓճ͸ɺऩूͱղੳʹ͍ͭͯໝ૝ͯ͠Έͨ

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σʔλऩू෦෼(1/2) •  ී௨ʹCookieSync͢Δ͚ͩͳΒ؆୯ – ҙਤ͠ͳ໊͍دͤͷϦεΫ – URLͱύϥϝʔλ͕όϨͨΒ৭ʑͱѱ͞͞ΕΔϦεΫ •  ͋Μ·Γෳࡶͳ͜ͱΛ͢Δͱuser experienceΛ ્֐ͯ͠͠·͍·͢

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σʔλऩू෦෼(2/2) •  ໊دͷϦεΫ – Private Personal Iden>ﬁer(PPID)ํࣜ – DMP͸CookieSync͢ΔαΠτຖʹҟͳΔDMPͷID Λ෇༩͢Δ •  URLͱύϥϝʔλʹѱ͞͞ΕΔϦεΫ – ॺ໊Λ͚ͭͨΓͯ͠URLͷ༗ޮੑΛݕূͰ͖ΔΑ͏ ʹ͢Δ hIp://hogehoge.com?client_id=xxx&cookie_id=(ppidԽͨ͠cookie_id)&sig=(ॺ໊)

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σʔλղੳ(1/4) •  ࠓͷํࣜ͸৭ʑͳͱ͜Ζ͔ΒूΊͨσʔλ (mul> data source)ΛcookieIDΛkeyʹͯ͠Ұͭ ͷڊେͳσʔλ(single data source)ʹม׵͠ ͍ͯͦ͏ – ղੳ݁ՌͷΞ΢τϓοτ΋ఏڙ͍ͯ͠Δ৔߹ɺ ϢʔβʔͷΦϓτΞ΢τॲཧʹରԠͰ͖ͳ͍ͷͰ ͸ʁ •  Mul> data sourceͷ··σʔλॲཧ͠ͳ͍ͱ͍ ͚ͳ͍ؾ͕͢Δ

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σʔλղੳ(2/4) ग़లɿhIp://www.adopsinsider.com/online-‐ad-‐measurement-‐tracking/data-‐management-‐pla8orms/data-‐management-‐centralize-‐and-‐synchronize-‐your-‐user-‐data/ 1ͭͷσʔλɾιʔεʹม׵ͯ͠ղ ੳͨ݁͠Ռʹޙ͔ΒΦϓτΞ΢τ ͷରԠͳΜͯͰ͖Δͷ͔ͳʔ

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σʔλղੳ(3/4) •  ༷ʑͳཻ౓Ͱͷ৘ใఏڙͷΦϓτΞ΢τ͕૝ ఆ͞ΕΔ – ఏܞ͢ΔϝσΟΞ୯ҐɺDMP୯Ґ – DMP·Ͱͷσʔλఏڙ͸OKɺఏڙ͢ΔDSP/Ad server୯Ґ͸ΦϓτΞ΢τͰίϯτϩʔϧ •  ͳͷͰɺઌʹࠞͥࠞͥͪ͠ΌͬͨσʔλͰϚΠ χϯά͢ΔͱΦϓτΞ΢τରԠ͕Ͱ͖ͳ͍༧ײ ͕΀Μ΀Μ͢Δ – ϓϥΠόγʔอޢσʔλɾϚΠχϯά͕ඞཁͦ͏

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σʔλղੳ(4/4) ग़యɿhIp://www.r.dl.itc.u-‐tokyo.ac.jp/~nakagawa/labintro/2010PPDM-‐summary.pdf

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ͦͷଞͷ࿩୊ •  CookieཔΓͷݶք •  Cookieͷ୅ସखஈ

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CookieཔΓͷݶք(1/2) hIp://www.slideshare.net/jordanmitchell/iab-‐ad-‐technology-‐council-‐future-‐of-‐the-‐cookie

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CookieཔΓͷݶք(2/2) •  Ұ࣌తͳσʔλΛอଘ͢ΔͨΊͷ࢓૊ΈΛΠ ϯϑϥͷΑ͏ʹ࢖͏͜ͱʹݶք͕͋Δ – Cookie͸೚ҙʹফڈ͕Մೳ – ϒϥ΢βͷ৘ใͰ͋ΓϢʔβʔͷ৘ใͰ͸ͳ͍ •  ऩूͨ݁͠Ռɺ༗ޮͳCookieσʔλ͸3ׂఔ ౓ͱ͔ʢfrom ad:techͰͷ୭͔ͷ࿩ʣ

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Cookieͷ୅ସखஈ(1/2) hIps://panop>click.eﬀ.org/

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Cookieͷ୅ସखஈ(2/2) •  ϒϥ΢β͔Βऔಘ͞ΕΔ৘ใΛݩʹҰҙͳID ʹ૬౰͢Δ΋ͷΛੜ੒ͯ͠ར༻͢Δ •  CookieʹରԠ͍ͯ͠ͳ͍σόΠεʹ͸༗ޮͱ ͞Ε͍ͯΔ •  AdTruth ( hIp://www.adtruth.com/ )͕ࣅͨΑ ͏ͳٕज़Λ࢖͍ͬͯΔ༧ײ

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·ͱΊ •  DMPશମͷ֓ཁͷ঺հ •  ཁૉٕज़ͷ֓ཁͷ঺հ •  Cookieͷ࣍ͷϢʔβʔಛఆٕज़ͷ঺հ •  ϚωλΠζͷͱ͜Ζͱ͔͸ਖ਼௚ಾ

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ਖ਼௚ಠྗͰ͸ͦΖͦΖݶքͬΆ͍ͷͰ ৺༏͍ࣝ͠ऀͷํ͸৭ʑڭ͍͑ͯͩ͘͞