How are different types of data priced?
For full pricing list see Walter’s targeting page, but here are four types of use cases:
|1st-Party Data (BlueKai DMP)||1st-Party Data (Non-BlueKai DMP)||3rd-Party Data (Basic)||3rd-Party Data (Premium)|
|Source||BlueKai DMP||Non-BlueKai DMP||STX||BlueKai DMP (various data suppliers)|
|Cost||No Additional Cost*||Case-By-Case (check with Matt Artz)||No Additional Cost||+$4 vCMP|
|Description||Advertiser's proprietary audience data, managed within the BlueKai platform.||Advertiser's proprietary audience data, managed by some other DMP (not BlueKai).||Basic Contextual, Demo and Interest data collected via STX. (See Media Strategy Shoebox for details.)||Advanced audience targeting such as In-Market, B2B, and Past Purchases. Audiences sourced from various Data suppliers through our partnership with BlueKai. (See Media Strategy Shoebox for details.)|
What is a DMP?
In simple terms, a data management platform is a data warehouse. It can be used to house and manage any form of information. For marketers, it’s most often used to manage cookie IDs and to generate audience segments, which are subsequently used to target specific users with online ads.
Agencies, publishers and marketers all use DMPs. With advertisers now buying media across a huge range of different sites and through various middlemen, including DSPs, ad networks and exchanges, DMPs can help tie all that activity and data together in one, centralized location and use it to help optimize future media buys and ad creative. It’s all about better understanding customer information. (source: Digiday)
What is a 3rd party data provider?
A company that makes branded and unbranded data from other companies available for use.
What is a 1st party audience?
A specific custom audience segment created/owned by Sharethrough or by an advertiser in a data provider.
What is a 3rd Party audience?
An audience segment created by a data provider from data providers or resellers of data.
How does Sharethrough use BlueKai?
Sharethrough uses BlueKai in many ways:
How does BlueKai identify mobile users?
Who are the branded data providers my client can select from?
Link to BlueKai site with branded data partners.
What about user opt-out?