At Astrad we offer advertisers Data Management Platform (“DMP”) capabilities alongside our Demand Side Platform. A DMP is a place where data is stored against a unique identifier: device ID or cookie. The DMP collects, organizes, and makes available data for targeting purposes within the DSP. Think of a DMP as a powerful tool for storing and using campaign data (clicked, installed, viewed video, etc.), first-party data (customer data), and audiences from third-party data platforms (demographic, interests, socio-demographic, etc.) for targeting purposes in campaigns. A DMP should be the foundation of a DSP that drives all data activity.
To achieve the full potential that programmatic advertising offers, advertisers need data to support the buying decision for every ad request. In other words, an advertiser needs data to answer the following question: Does that ad request belong to a person in my target audience? The answer can only be determined with data.
With the Astrad DMP, advertisers have a single dashboard view across campaign data and first-party and third-party data in one place that lets them manage (create, edit, delete, import) all aspects of their audience targeting via an easy-to-use user interface.
With campaign data, advertisers can create rich audience segments based on campaign activity. For example, let’s say that an advertiser wants to run an awareness campaign about a new product using video. The first campaign runs and the advertiser sets up a segment to be automatically created of users that watched the entire 30-second ad. For a marketer, that data is priceless: capturing and storing the device ID for every person exposed to the video (audio + visual). That audience group has the advertiser’s product at the top of its mind, and the device IDs in that segment can now be used in another campaign.
Advertisers can upload their first-party/customer data directly, securely, and encrypted into the DMP. Examples of first-party data segments could be lapsed users or users that did not convert into paying customers.
Astrad can upload any custom third-party audience, or advertisers can work with the data exchange Adsquare via the Astrad integration.
For more information about the Astrad DMP or how to get started, contact us.
