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

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Norihiro Shimoda

December 14, 2012
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Transcript

  1. DMPపఈೖ໳

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

  3. AgendaͱGoal •  Agenda   – DMPͱ͸ʁ   – DMPΛࢧ͑Δٕज़   – DMPΛ࡞ΔͳΒ  

    – ͦͷଞͷ࿩୊   •  Goal   – DMPͱ͍͏ΠϚΠνྑ͘Θ͔Βͳ͍΋ͷͷงғؾ Λ௫Ή  
  4. ओʹ͜ͷลͷਓୡͷ࿩

  5. 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  
  6. Α͘෼͔ΒΜͷͰཁ໿ •  ৭ʑͳͱ͜Ζ(online,  offline,  1st  party,  3rd  party ໰Θͣ)͔ΒσʔλΛूΊ͖ͯͯ֎෦ʹఏڙ  

    •  ޿ࠂͷλʔήςΟϯάʹ׆༻ͯ͠ޮՌΛ্͛Δ   •  ޿ࠂޮՌݟΔͷʹ࢖ͬͨΓ͢Δ   •  Ϛʔέλʔʹఏڙͨ͠Γ΋͢Δ
  7. ͨͿΜ͜Μͳײ͡

  8. 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
  9. None
  10. DMPΛࢧ͑Δٕज़ •  σʔλΛूΊΔʂ   – Cookie  SyncΛ֩ͱͨ͠σʔλ࿈݁   •  σʔλΛղੳ͢Δʂ  

    – ౷ܭղੳ/σʔλɾϚΠχϯά/ػցֶश   •  ղੳͨ͠σʔλΛఏڙ͢Δʂ   – API౳Ͱ࿈ܞ
  11. CookieSync •  ̎ͭͷγεςϜؒͰCookieIDΛަ׵͓ͯ͘͠   – CookieIDΛkeyʹͨ͠৘ใ͸2ͭͷγεςϜؒͰ೚ ҙͷλΠϛϯάͰަ׵ՄೳʹͳΔ   •  ࣮ଶ͸GETύϥϝʔλʹඞཁͳ৘ใΛ෇༩͠ ͨ1x1pixelը૾ʹର͢ΔϦΫΤετ

       (WebϏʔίϯํࣜ)
  12. CookieSyncͷ֓ཁ

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

  14. ΦϑϥΠϯͷσʔλऩू

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

  16. σʔλఏڙ •  ࣮ࡍʹDSP΍޿ࠂ഑৴ʹ͍ͭͯͷܦݧ͕ͳ ͍ͷͰΑ͘Θ͔Γ·ͤΜ   •  ௐ΂ͨൣғͰ͸ڞ௨ͷ࢓༷͕͋Δͱ͍͏࿩ ͸ग़ͯདྷͳ͔ͬͨͷͰɺ֤͕ࣾఏڙ͢ΔAPI Ͱݸผʹͭͳ͗ࠐΈΛߦͳ͍ͬͯΔΑ͏ͳؾ ͕͢Δͳ͊

      – RTBͷॲཧͷྲྀΕͱ͸ؔ܎ͳ͍ͷͰߴ͍ύ ϑΥʔϚϯε͕ٻΊΒΕΔΘ͚Ͱ͸ͳ͍  
  17. ࣮૷͢ΔͳΒ •  DMP࡞Δͱͨ͠Β݁ہ3ͭͷཁૉʹ෼ׂ͞Ε Δʢ͸ͣʣ   – σʔλऩू   – σʔλղੳ   – σʔλఏڙ

      •  ࠓճ͸ɺऩूͱղੳʹ͍ͭͯໝ૝ͯ͠Έͨ  
  18. σʔλऩू෦෼(1/2) •  ී௨ʹCookieSync͢Δ͚ͩͳΒ؆୯   – ҙਤ͠ͳ໊͍دͤͷϦεΫ   – URLͱύϥϝʔλ͕όϨͨΒ৭ʑͱѱ͞͞ΕΔϦεΫ   •  ͋Μ·Γෳࡶͳ͜ͱΛ͢Δͱuser

     experienceΛ ્֐ͯ͠͠·͍·͢  
  19. 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)
  20. 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
  21. 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

  22. σʔλղੳ(3/4) •  ༷ʑͳཻ౓Ͱͷ৘ใఏڙͷΦϓτΞ΢τ͕૝ ఆ͞ΕΔ   – ఏܞ͢ΔϝσΟΞ୯ҐɺDMP୯Ґ   – DMP·Ͱͷσʔλఏڙ͸OKɺఏڙ͢ΔDSP/Ad   server୯Ґ͸ΦϓτΞ΢τͰίϯτϩʔϧ

      •  ͳͷͰɺઌʹࠞͥࠞͥͪ͠ΌͬͨσʔλͰϚΠ χϯά͢ΔͱΦϓτΞ΢τରԠ͕Ͱ͖ͳ͍༧ײ ͕΀Μ΀Μ͢Δ   – ϓϥΠόγʔอޢσʔλɾϚΠχϯά͕ඞཁͦ͏
  23. σʔλղੳ(4/4) ग़యɿhIp://www.r.dl.itc.u-­‐tokyo.ac.jp/~nakagawa/labintro/2010PPDM-­‐summary.pdf

  24. ͦͷଞͷ࿩୊ •  CookieཔΓͷݶք   •  Cookieͷ୅ସखஈ

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

  26. CookieཔΓͷݶք(2/2) •  Ұ࣌తͳσʔλΛอଘ͢ΔͨΊͷ࢓૊ΈΛΠ ϯϑϥͷΑ͏ʹ࢖͏͜ͱʹݶք͕͋Δ   – Cookie͸೚ҙʹফڈ͕Մೳ   – ϒϥ΢βͷ৘ใͰ͋ΓϢʔβʔͷ৘ใͰ͸ͳ͍   • 

    ऩूͨ݁͠Ռɺ༗ޮͳCookieσʔλ͸3ׂఔ ౓ͱ͔ʢfrom  ad:techͰͷ୭͔ͷ࿩ʣ  
  27. Cookieͷ୅ସखஈ(1/2) hIps://panop>click.eff.org/

  28. Cookieͷ୅ସखஈ(2/2) •  ϒϥ΢β͔Βऔಘ͞ΕΔ৘ใΛݩʹҰҙͳID ʹ૬౰͢Δ΋ͷΛੜ੒ͯ͠ར༻͢Δ   •  CookieʹରԠ͍ͯ͠ͳ͍σόΠεʹ͸༗ޮͱ ͞Ε͍ͯΔ   • 

    AdTruth  (  hIp://www.adtruth.com/  )͕ࣅͨΑ ͏ͳٕज़Λ࢖͍ͬͯΔ༧ײ  
  29. ·ͱΊ •  DMPશମͷ֓ཁͷ঺հ   •  ཁૉٕज़ͷ֓ཁͷ঺հ   •  Cookieͷ࣍ͷϢʔβʔಛఆٕज़ͷ঺հ  

    •  ϚωλΠζͷͱ͜Ζͱ͔͸ਖ਼௚ಾ  
  30. ਖ਼௚ಠྗͰ͸ͦΖͦΖݶքͬΆ͍ͷͰ   ৺༏͍ࣝ͠ऀͷํ͸৭ʑڭ͍͑ͯͩ͘͞