Universal Analytics. ExchangeWire: Data-Driven Advertising and Marketing Technology. Data Management Part III: Syncing Online Data to a Data Management Platform - Ad Ops Insider. To get the full value out of a relationship with a data management platform, you want to provide the platform with as much data as possible. That said, the low hanging fruit in any organization will be to integrate 1st party data for which you already have a cookie to the DMP.
The mechanism to accomplish this is your standard cookie sync,which passes a user ID from one system to another via a query string appended to a pixel call, and ideally, a server-to-server integration after that. Practically speaking this means that when a user hits your site and calls your site analytics tag, either independently or through a container tag, that site analytics tag redirects the user to the DMP, and simultaneously passes the site analytics user ID to the DMP. When the DMP receives that call, it cookies the same user and also records what the site analytics user ID is. Now, the DMP can pull data from each system (8) and populate that data against its own cookie ID. Resources. Resources || View Twitter Directory || View Ecosystem Links This is an ever-growing list of resources related to the world of digital media optimization.
(Have a suggestion on a new resource? Email us at resources at adexchanger dot com.) Download AdExchanger Coverage Download Coverage of the Publicis-Omnicom Merger (PDF) - AdExchanger Define It Ad Serving Attribution And Verification Audience Behavior Targeting, Retargeting Brands Cookies Cross-Platform An Era Of Growth: The Cross-Platform Report (registration required) - Nielsen Data Disintermediaton Disintermediation of Online Display Advertising (Link to blog post with PDF) - From Darren Herman of Varick Media Management Display Email Forrester Wave Report on Email Marketing Vendors - Forrester (via Responsys) Industry Overviews Exchange Glossary Intent Data Insights Lead Generation Qualified Lead Demographics & Online Information Preferences of For-Profit College Leads (PDF) - EduDirectResponse Mobile Display Optimization Privacy Real-Time Bidding Product.
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