This process is an introduction into Real Time Bidding (RTB)
What happens when you open a webpage?
The Ecosystem
Data Management Platform (DMP)
What is a DMP ?
What is on-boarding?
match rate averages 30-40%.
match-rate is how many of the emails are matched to an Ad ID
It's attaching offline customer data (email, telephone numbers, names and addresses) to targetable online Ad Ids (cookies, mobile advertiser ids)
Main player in this space is LiveRamp
What is the BlueKai deal?
"Oracle BlueKai is the industry's leading cloud-based big data platform that enables companies to personalize online, offline and mobile marketing campaigns with richer and more actionable information about targeted audiences"
Facebook want them to have more B2B / professional segments to improve their ability in that space (what Lengo does!)
Bill and Ben are working with Simon to make us one of the major supplies of this data. We'll get 50% revenue
How are we doing it?
BlueKai has a taxonomy of segments that they offer to their marketing customers
Simon is building a taxonomy for our data that matches theirs as closely as possible as well as adding new categories they didnt have
