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DMP徹底入門

 DMP徹底入門

2012/12/14にグループの勉強会で発表したもの

Norihiro Shimoda

December 14, 2012
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  1. AgendaͱGoal •  Agenda   – DMPͱ͸ʁ   – DMPΛࢧ͑Δٕज़   – DMPΛ࡞ΔͳΒ  

    – ͦͷଞͷ࿩୊   •  Goal   – DMPͱ͍͏ΠϚΠνྑ͘Θ͔Βͳ͍΋ͷͷงғؾ Λ௫Ή  
  2. 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  
  3. Α͘෼͔ΒΜͷͰཁ໿ •  ৭ʑͳͱ͜Ζ(online,  offline,  1st  party,  3rd  party ໰Θͣ)͔ΒσʔλΛूΊ͖ͯͯ֎෦ʹఏڙ  

    •  ޿ࠂͷλʔήςΟϯάʹ׆༻ͯ͠ޮՌΛ্͛Δ   •  ޿ࠂޮՌݟΔͷʹ࢖ͬͨΓ͢Δ   •  Ϛʔέλʔʹఏڙͨ͠Γ΋͢Δ
  4. 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
  5. DMPΛࢧ͑Δٕज़ •  σʔλΛूΊΔʂ   – Cookie  SyncΛ֩ͱͨ͠σʔλ࿈݁   •  σʔλΛղੳ͢Δʂ  

    – ౷ܭղੳ/σʔλɾϚΠχϯά/ػցֶश   •  ղੳͨ͠σʔλΛఏڙ͢Δʂ   – API౳Ͱ࿈ܞ
  6. 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)
  7. 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
  8. σʔλղੳ(3/4) •  ༷ʑͳཻ౓Ͱͷ৘ใఏڙͷΦϓτΞ΢τ͕૝ ఆ͞ΕΔ   – ఏܞ͢ΔϝσΟΞ୯ҐɺDMP୯Ґ   – DMP·Ͱͷσʔλఏڙ͸OKɺఏڙ͢ΔDSP/Ad   server୯Ґ͸ΦϓτΞ΢τͰίϯτϩʔϧ

      •  ͳͷͰɺઌʹࠞͥࠞͥͪ͠ΌͬͨσʔλͰϚΠ χϯά͢ΔͱΦϓτΞ΢τରԠ͕Ͱ͖ͳ͍༧ײ ͕΀Μ΀Μ͢Δ   – ϓϥΠόγʔอޢσʔλɾϚΠχϯά͕ඞཁͦ͏