Dirk Koppert

„Get the most out of your own valuable online data sources – by monetizing it.“

Agenda

Introduction: nugg.ad & participants

Monetization of your data: How and why?

Current market development

Questions & Discussion

nugg.ad DATA MANAGEMENT – Introduction Company  overview  

§  Founded in 2006 in Berlin §  Europe’s largest targeting platform for Display Advertising

and branding technology experts §  nugg.ad is a company of Deutsche Post DHL since 2010 §  Data Solutions development started in 2011 in Hamburg §  Offices in eg. Paris, London, Amsterdam and Berlin

nugg.ad DATA MANAGEMENT – Data Solutions About  the  nugg.ad  Data  Business    

§  „Enabler“ for monetization of Big Data

§  Technical platform and service provider

§  Collection and segmentation of website usage data

§  Distribution of relevant target group data for display advertising campaigns

§  Cookie-based / Server to Server Data exchange

§  Privacy, data security and sovereignty are guaranteed by our integrated rights management and through completely anonymised data

Data Solutions

RE

AC

H

RE

AC

H

A9en:on   Interest   Desire   Ac:on  

Direct Response KPIs

High intent validity

Branding KPIs

nugg.ad DATA MANAGEMENT – Data Solutions Content  classifica:on:  What  type  of  data  offer  the  usage  of  my  content?  

§  Product Interest Data

+ Demografics, Geo, Weather Data - in high volumina, non-PII, privacy safe.

§  Purchase Intent Data

nugg.ad DATA MANAGEMENT – Data Solutions Data  Business  –  Data  value

§  Unique & defined product interests / areas of interest

§  Progress in the purchase decision process

§  Product value

§  Data timeless

§  Available data volumes

§  Demand on the advertising market

How to define the data value? A set of rules of thumb

Website  Data Provider  

User creates Data Points while using the content and is marked via cookies

Same user creates an AI on another website

DMP collects and makes the data points available

             DMP    

Data Consumer

Media CPM

Data CPM

Agencies, Publisher, Programmatic platforms

nugg.ad DATA MANAGEMENT – Data Solutions Data  Business  –  Mone:za:on  process

nugg.ad DATA MANAGEMENT - Data Solutions Data  Business  –  Advantages  for  data  provider  and  consumer  

Privacy secured use of website usage data in order to deliver targeted display advertising campaigns to specific target groups

§  Additional revenues for data provider / publishers by transferring 1st and 3rd party data to data consumers

§  Reaching specific target groups with defined product interests & clear purchase intentions with maximum coverage and minimum waste

§  Cross-platform data marketing (to all relevant ad Server, SSP, DSP, ad exchanges and RTB systems)

§  Data predictions enable further target group reach

Data Solutions

nugg.ad DATA MANAGEMENT – Data Solutions Data  providing  –  Implementa:on  of  the  privacy  rules  /  mtm.nuggad.net/en    

My Topic Monitor Opt-In & Opt-Out

nugg.ad DATA MANAGEMENT – Data Solutions Data  providing  –  „Perceived“  privacy    

•  Original data points and campaign

contents are not identical

•  Targeting only on product genres, not on direct product level

•  No retargeting & no tracking

feelings for users

•  No conclusion on data source

EDAA Trust Seal: Greater transparency, choice and control over

Online Behavioural Advertising for users and „perceived“ privacy

nugg.ad DATA MANAGEMENT – Data Solutions Data  providing  –  Protec:on  of  the  core  business    

§  Avoid cannibalisation of the own media sales

§  Always keep the sovereignty and control of your data

§  Take care of your users‘ trust by creating transperency

See the data business as a chance not as a risk!

How to protect the core business from a harmful data business

nugg.ad DATA MANAGEMENT – Data Solutions Data  Business  –  Outlook      

§  RTA is the future – but be patient

§  Data points will be a part of nearly every Ad Impression

§  Online Advertising & Marketing concepts need to be improved and should consider the insights gained by the use of technology

§  Heavier competition and fragmentation of the Online Advertising Markets – followed by an even heavier wave of consolidation

Market development – an outlook:

Thank you,

Questions?