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数据管理平台服务价值凸显,2012或将成为主流

原文作者:Omar Tawakol,CEO of BlueKai
http://blogs.bluekai.com/tag/data-management-platform/

译文如下: By Vincent.C

随着数据在迅猛发展的数字营销产业中作用日益凸显,2012年将是我们行业(笔者注:Bluekai是目前美国最大的广告受众数据提供商)的另一个重要里程碑。2011年,人们对于实时竞价广告等新的概念和平台已经开始逐步了解,对于数据管理平台还处于浅尝辄止的阶段,但2012年,则很可能不同,也许数据平台将变成一个主流的概念。下面是我们在期待发生的东西:

1.随着数据管理平台DMP市场进一步发展和成型,在今年,数据管理平台DMP可能从一个作为媒介执行平台衍生的部分变成一个更加独立的个体。DMP将不再仅仅注重实时竞价广告的点击优化,而更多地以提供企业受众人群细分为基础,并进一步做到展示广告的精准定向、网站优化,搜索定位和多次重复定位,受众研究和数据挖掘,受众特征属性管理和受众客户关系管理(与CRM集成)。DMP将允许行销人员或媒体方将自身的受众(消费者)进行细分,并对于这些受众(消费者)细分的广告展示机会进行采购(行销人员)或出售(媒体方)。因此,相应消费者数据的细分、计算和存储等这些工作将从媒介执行和媒介购买平台中独立出来。

2.你需要开始认识一个全新的名词缩写:PaaS(平台即服务)。你可以把他想象成一个专门为在线广告而生的丰富的数据平台。很多DMP提供商之前或已通过为客户定制软件的方式来提供数据管理服务。而今年,其中的一些则会开始通过平台化的方式、通过API和许可协议的方式,使得更多数字营销领域的机构或客户在他们所开放的数据管理平台顶层建立应用系统并获得相应的服务。

3.市场将出现整合,对于那些虽然在日常业务中涉及数据管理工作,但还没有完全独立独立出来的业务部门来说,他们现在还在做的数据管理工作很可能被其他数据管理平台公司予以吸收和替代。那些数字营销领域的大鳄们正在积极的思考如果把现在媒体执行媒体中涉及数据管理相关的工作独立出来。尽管,在数据业务还未独立出来之前,他们还享受着一些益处(笔者注:因为最终品牌客户的消费者数据在这些著名营销机构比如4A的手上,所以可以在一定程度上锁定这些客户),但面对大量繁重的数据管理工作不可避免。假如,能够找到一个独立的数据管理平台(公司)可以把相关的数据管理工作进行分包,这将大大减轻这些著名营销机构的工作负担,并且可以做得更好,也让客户更加满意。而这种想法恰恰将推动整合的开始。

4.广告受众的质量将的得到更加权威和专业的辨别,而非过往基于拍脑袋式的判断(虽然大多数人并不希望如此,但是目前的情形往往如此)。而那些数据管理平台将会提供更加合理和科学的算法和分析依据来帮助客户和媒介执行机构来判断什么样的受众才是高质量的,什么样的广告平台拥有更多这样高质量的广告受众群体,从而使营销推广的结果更加可信和更加出色。

(数据营销生态圈)是一个高速发展和进化的环境,一个开放的并且可移植数据管理平台将拥有更大的发展空间。

原文如下:

With data playing an ever-increasing role in our burgeoning information economy, 2012 promises to be another transformational year for our industry. While 2011 was the year of the data management platform for early adopters, 2012 will be the year that data platforms become more mainstream. Here’s what to look for:

1. As the DMP market continues to develop and this year, the enterprise DMP will emerge as an entity distinct from the DMP tied to a media-execution platform. Rather than only focusing on real-time bidding-driven click optimization, an enterprise DMP provides segmentation to drive display targeting, site optimization, search targeting and retargeting, audience analytics, tag management and CRM on-boarding. This allows a marketer or publisher to segment once and transact those segments everywhere providing the enterprise with freedom from any one media-execution platform. As a result, data segmentation, computation and storage will be separated from the media-execution and media-buying platforms.

2. Get ready for a new acronym: PaaS, or platform as a service. Think of it as big data meets advertising. Most DMP providers already provide their software as a service. This year some of them will decouple their services from their user interface by providing their platform as a service. Rather than forcing companies in the ecosystem to utilize one interface in capturing the value in a SaaS service, DMP providers will increasingly package their developer APIs and provide service-license agreements in order to open up their services for others to build applications on top of them.

3. Fewer players. Those FNACs — feature not a company — will get absorbed by other data companies. Big marketers are increasingly thinking about ways to separate their data from their media platforms. While this presents significant benefits, it also requires significant work. Once completed, they won’t want to integrate with the many different layers in the data stack. Instead, they will want to look for one data platform to do all the heavy lifting for them. That will drive consolidation.

4. Audience quality will get a jury rather than a single judge. Current approaches in the data quality space involve one vendor dictating the “truth” about an audience. This year platforms will utilize the collective wisdom of all audience providers to collectively judge any one-audience provider. The result will be much more reliable and robust.

In a world of rapid change, openness and portability in all its forms will define the data management space next year and beyond.

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