{"id":2736,"date":"2015-09-18T15:02:45","date_gmt":"2015-09-18T14:02:45","guid":{"rendered":"http:\/\/iamwcew.fr.oracle.com\/blog\/?p=2736"},"modified":"2015-09-18T15:02:45","modified_gmt":"2015-09-18T14:02:45","slug":"notes-sur-bluekai-et-les-dmp","status":"publish","type":"post","link":"https:\/\/gpmfactory.com\/index.php\/2015\/09\/18\/notes-sur-bluekai-et-les-dmp\/","title":{"rendered":"Notes sur Bluekai et les DMP"},"content":{"rendered":"<h3>L&rsquo;\u00e9volution du mode d&rsquo;achat du Display<\/h3>\n<p><iframe loading=\"lazy\" title=\"L&#039;\u00e9volution des modes d&#039;achat du display\" frameborder=\"0\" width=\"640\" height=\"359\" src=\"https:\/\/geo.dailymotion.com\/player.html?video=xudbrm&#038;\" allowfullscreen allow=\"autoplay; fullscreen; picture-in-picture; web-share\"><\/iframe><\/p>\n<h3>DMP (Data management Platform)<\/h3>\n<p><a href=\"http:\/\/www.adopsinsider.com\/online-ad-measurement-tracking\/data-management-platforms\/what-are-data-management-platforms\/\">http:\/\/www.adopsinsider.com\/online-ad-measurement-tracking\/data-management-platforms\/what-are-data-management-platforms\/<\/a><br \/>\nLike most aspects of ad tech, this is a crowded space right now, with plenty of companies offering a solution.Demdex\u00a0(now owned by Adobe),\u00a0Core Audience, and\u00a0Krux\u00a0are what I would consider pure-plays, whileLotame,\u00a0Collective, and\u00a0Turn\u00a0offer similar services but with another (potentially conflicting) core competency.\u00a0 All have various levels of service and complexity that you\u2019ll have to look at yourself to determine the right way forward for your business. The purpose of this series is to review what DMPs do, how they do it, and key features to look for as you evaluate potential partners.<\/p>\n<h3>Principes du DMP<\/h3>\n<ul>\n<li>Collect<\/li>\n<li>Segment<\/li>\n<li>Activate<\/li>\n<\/ul>\n<h3>SSP<\/h3>\n<ul>\n<li><b>What are the major supply-side platforms?<\/b><br \/>\nVendors that currently sell SSP technology include Google, OpenX, PubMatic, Rubicon Project, AppNexus, Right Media and AOL.<\/li>\n<\/ul>\n<p>Source: <a href=\"http:\/\/digiday.com\/platforms\/wtf-supply-side-platform\/\">http:\/\/digiday.com\/platforms\/wtf-supply-side-platform\/<\/a><\/p>\n<p>Comp\u00e9tition Adobe: Adobe Media Optimizer (demdex)<\/p>\n<p><a href=\"http:\/\/www.adobe.com\/solutions\/media-optimization\/audience-management.html\">http:\/\/www.adobe.com\/solutions\/media-optimization\/audience-management.html<\/a><\/p>\n<h3>Bluekai Platform<\/h3>\n<p><iframe loading=\"lazy\" title=\"The BlueKai Playbook for Scaling to 10 Trillion Data Transactions a Month\" width=\"640\" height=\"480\" src=\"https:\/\/www.youtube.com\/embed\/a5HWFUG9CZY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><a href=\"http:\/\/www.adopsinsider.com\/online-ad-measurement-tracking\/data-management-platforms\/data-management-centralize-and-synchronize-your-user-data\/\">http:\/\/www.adopsinsider.com\/online-ad-measurement-tracking\/data-management-platforms\/data-management-centralize-and-synchronize-your-user-data\/<\/a><\/p>\n<h3><a href=\"http:\/\/iamwcew.fr.oracle.com\/blog\/wp-content\/uploads\/2015\/09\/Bluekai-Platform.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2741 size-large\" src=\"http:\/\/iamwcew.fr.oracle.com\/blog\/wp-content\/uploads\/2015\/09\/Bluekai-Platform-1024x680.png\" alt=\"Bluekai Platform\" width=\"640\" height=\"425\" \/><\/a><\/h3>\n<h3>What we MAY KNOW about you<\/h3>\n<ul>\n<li>Age Range<\/li>\n<li>Gender<\/li>\n<li>Marital Status<\/li>\n<li>Military Status<\/li>\n<li>Language you speak<\/li>\n<li>Education level<\/li>\n<li>Occupation<\/li>\n<li>Age range, gender and approximate number of children in your household<\/li>\n<li>Health and Wellness information (if you express an interest in yoga, or healthy living)<\/li>\n<li>Housing information (rent, own, etc.)<\/li>\n<li>Financial information (if you have a mortgage, pay your bills online, looking for a car loan, etc.)<\/li>\n<\/ul>\n<h3>What we DON&rsquo;T KNOW about you<\/h3>\n<ul>\n<li>No personally identifiable info (PII)<\/li>\n<\/ul>\n<p style=\"padding-left: 30px;\">\u2013Name<\/p>\n<p style=\"padding-left: 30px;\">\u2013Email address<\/p>\n<p style=\"padding-left: 30px;\">\u2013Mailing address<\/p>\n<p style=\"padding-left: 30px;\">\u2013National identification number (ie: SSN)<\/p>\n<p style=\"padding-left: 30px;\">\u2013Birth date\/Birthplace<\/p>\n<ul>\n<li>Credit card numbers<\/li>\n<li>Driver&rsquo;s license number<\/li>\n<li>Personal Health Information<\/li>\n<li>Religious beliefs<\/li>\n<\/ul>\n<p><a href=\"http:\/\/iamwcew.fr.oracle.com\/blog\/wp-content\/uploads\/2015\/09\/Picture1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2740\" src=\"http:\/\/iamwcew.fr.oracle.com\/blog\/wp-content\/uploads\/2015\/09\/Picture1.png\" alt=\"Picture1\" width=\"915\" height=\"457\" \/><\/a><\/p>\n<ul>\n<li>1first party cookie and 3th party ?<\/li>\n<li><a href=\"http:\/\/www.networkadvertising.org\/choices\">http:\/\/www.networkadvertising.org\/choices<\/a><\/li>\n<\/ul>\n<p>Digital Advertising Alliance (DAA) at\u00a0<a href=\"http:\/\/www.aboutads.info\/choices\/\">http:\/\/www.aboutads.info\/choices<\/a><\/p>\n<ul>\n<li>Data fees are only associated with \u201cactivation\u201d of data for outbound advertising or marketing, enabling BlueKai customers to \u201ctry before they buy\u201d<\/li>\n<li>In theory, at least, behavioral advertising is more effective than contextual advertising, which sends ads to web pages based on the content of that pa<\/li>\n<\/ul>\n<p>ge.when it comes to 3rd party data.<\/p>\n<p>Expedia: Maziar Sattari, director of product and marketing for Expedia Media Solutions, said that airlines and hotels were well represented among sectors in the travel industry participating in the PassportAds program.<\/p>\n<ul>\n<li>Under the Expedia program, advertisers have the option to merely purchase the Expedia data through BlueKai and then make their own arrangements with advertising networks to deliver their ads. Expedia stated that the advertisers alternatively can work directly with Expedia, \u00ab\u00a0which applies the data to deliver targeted ads across our publishing partners\u2019 sites.\u201c<\/li>\n<li>Behavioral advertising is a controversial practice, blasted by some privacy advocates but defended by the Interactive Travel Services Association (ITSA), which represents online travel companies and GDSs.<\/li>\n<li>ITSA Executive Director Art Sackler noted that \u00ab\u00a0in behavioral advertising generally, no personally identifiable information (PII) is collected or used in any way<\/li>\n<\/ul>\n<p style=\"padding-left: 30px;\">Audience Injection Partner<\/p>\n<p style=\"padding-left: 30px;\">Lookalike Modeling Partner<\/p>\n<p style=\"padding-left: 30px;\">Site Optimization Partner<\/p>\n<p style=\"padding-left: 30px;\">Embedded App Partner<\/p>\n<ul>\n<li>These anonymized identifiers are \u201cnative brand data\u201d for retailers, and increasingly for CPG, too. Loyalty cards today are commonly linked to the online world through anonymized identifiers, which is how a purchase can be tied back to ad exposures at point of sale. This is why Datalogix is such a huge prize.<\/li>\n<li>From &lt;<a href=\"http:\/\/adexchanger.com\/data-driven-thinking\/how-datalogix-made-oracles-bluekai-acquisition-even-smarter\/\">http:\/\/adexchanger.com\/data-driven-thinking\/how-datalogix-made-oracles-bluekai-acquisition-even-smarter\/<\/a>&gt;<\/li>\n<\/ul>\n<h3>Media Partners<\/h3>\n<p><a href=\"http:\/\/bluekai.com\/media-partners.php\">http:\/\/bluekai.com\/media-partners.php<\/a><\/p>\n<h3>PiggyBacking<\/h3>\n<ul>\n<li>Ex js: <a href=\"http:\/\/ads.pubmatic.com\/AdServer\/js\/syncuppixels.html\">http:\/\/ads.pubmatic.com\/AdServer\/js\/syncuppixels.html<\/a><\/li>\n<\/ul>\n<p><a href=\"http:\/\/tap2-cdn.rubiconproject.com\/partner\/scripts\/rubicon\/emily.html\">http:\/\/tap2-cdn.rubiconproject.com\/partner\/scripts\/rubicon\/emily.html<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;\u00e9volution du mode d&rsquo;achat du Display DMP (Data management Platform) http:\/\/www.adopsinsider.com\/online-ad-measurement-tracking\/data-management-platforms\/what-are-data-management-platforms\/ Like most aspects of ad tech, this is a crowded space right now,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[],"ppma_author":[150],"class_list":["post-2736","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"authors":[{"term_id":150,"user_id":1,"is_guest":0,"slug":"admin8700","display_name":"Patrick","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/209d5ed69b74d288390621ab4c1d3773?s=96&d=mm&r=g","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/posts\/2736","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/comments?post=2736"}],"version-history":[{"count":0,"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/posts\/2736\/revisions"}],"wp:attachment":[{"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/media?parent=2736"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/categories?post=2736"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/tags?post=2736"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/gpmfactory.com\/index.php\/wp-json\/wp\/v2\/ppma_author?post=2736"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}