Our most recent release notes, coupled with a focused breakdown by James Curran, Lotame Director of Business Development -- on whats included in this release, and its benefit for publishers and marketers.
(James note below)
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I figured this release we made is in the spirit Andy’s thirst for transparency, so I wanted to call attention to it. We’ve added features in our Crowd Control DMP that allows data buyers to pay for the data they can collect from publishers and third parties and in essence, become a data exchange themselves or instantly be a classic audience network.
I like to call it a “private data exchange in a box”, for lack of a better acronym.
One of the hot button issues in the data space today is “data leakage”, where a publisher may have third party code on their site that gathers data but they are not getting what might be the proper value trade off for the data that the third party is collecting through this code. Whether it be, higher CPMs on media, analytics, a “like” button, links back to their site, or just pure payment, some publishers are being told that they should be getting more than these offerings and their data is in effect, being “stolen”. Part of the issue is that there is a lack of ability for pubs to make a transaction and report for a data sale. This transaction issue is something data companies have been recently solving for publishers. Now, every DMP has the ability for a publisher to sell and track their data revenue.
But another reason why publishers aren’t being paid for these data leak points is because the buyers CAN’T pay them. Data buyers have no attribution technology; only the data exchanges and old 1.0 audience networks have this ability, so they’ve been able to lead the land grab in data aggregation.
Lotame is proud to release Direct Data Selling and Data Attribution features in our Data Management Platform. It allows any network of third parties to pay out its publishers for data in the same manner that the data exchanges or the audience networks do, through proper attribution and reporting.
So publishers, the burden for you to plug your data leakage is not ONLY on your shoulders now. Networks, agencies and advertisers, you now have the ability to pay for data you collect directly with publishers and at the same time, compete with the big “audience networks” or even the data exchanges themselves with your own aggregated data, that you properly collected with the transparent relationships you have with your publisher base.
See our release notes below and call our platform team for more information on Crowd Control.
James Curran
Many of the best ideas come from our customers. For Sprint 20, we took two customer ideas and turned them into new features. The two new features are Direct Data Selling and Self Categorized Data hierarchy. They're going to make life in data management a lot easier.
Direct Data Selling and Data Revenue Attribution
Direct Data Selling and Data Revenue Attribution allows companies to use audience data directly from their affiliate companies and attribute any revenue earned by the audience directly to the contributing affiliate. It essentially allows companies to set up their own Data Selling Network.
Companies can use audience data from their affiliates for audience creation. The company tracks any revenue attributable to their individual affiliates. Crowd Control provides the capability to associate revenue earned directly to the audience that contributed the data. Based on the contract type agreement between the company and its individual affiliates, either revenue sharing or flat fee, Crowd Control will calculate revenue attributable to the individual company's data contribution. The revenue is tracked in financial reports, including the new Data Revenue by Audience report.
Self Categorized Data Hierarchy: New Audience Builder Feature Customizes Category Taxonomy
Self Categorized Hierarchy provides customers with the ability to organize data collection, based on their custom taxonomy (e.g. Sitemap). After an initial setup at our end, and the appropriate placement of BCPs at the customer's end, Crowd Control automatically organizes the data collected.
Please contact your Lotame representative for more details.
There are two kinds of hierarchies:
Site Map: The Site Map hierarchy relates directly to the page hierarchy on a web site. You can target people by the pages they visit on your site. Basically, it's a new kind of category. You're targeting visitors by the specific pages on your site.
Figure 2: Site Map Hierarchy
Custom Taxonomy: This is a customer designed hierarchy. Clients can customize a hierarchy to include data they are most likely to use. It makes it easier for audience builders to find the data if they can go to a hierarchy that is focused on specific data.
Figure 3: Custom Taxonomy
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