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How to Choose a Data Management Platform

March 24, 2014

Check out this recent article from Mashable on data management platforms:

Demand-side platform (DSP) is one of the hottest media trends right now, but what most people fail to understand is that it is merely a buying mechanism. The real value lies in the data management platform (DMP), which acts as the brain that tells the DSP which ad impression to buy. In the Western ad tech ecosystem, third-party DMPs like BlueKai serve as the central nervous system that various DSPs plug in for intelligence. In some instances, many Western DSPs such as Turn will often combine their own first-party data with BlueKai’s third-party data to create custom audience segments.

The Chinese Way: No Third-Party DMP

The Western ad tech ecosystem is the ideal way of operation. However, the picture looks quite different in China.

Even though there are quite a few DMP companies in the Chinese tech ecosystem, none of the major DSPs in the China market are actively using them. What happens instead is that all the DSPs use their own third-party data collected from direct publisher relationships. With no de facto standards in third-party DMP data, Chinese marketers have zero transparency in knowing the exact data that is being used for targeting. Hence, the local DSPs are all moving toward a strategy of a first-party DMP offering to prove their value add, and most of all for vendor lockdown. In the end, whoever controls the client’s data will control the bulk of the marketing budget. To make things more complicated, agency-trading desks (ATD) and third-party tracking vendors like Miaozhen also have a DMP offering. Of course, marketers have the option of hosting their own DMPs internally.

Everybody is offering a DMP, which one should you choose?

There are advantages and disadvantages for each decision. The choices are:

  1. DSP hosted DMP
  2. Third-party tracking hosted DMP
  3. ATD hosted DMP
  4. Internally hosted DMP

DSP Hosted DMP

    • Advantage

      : Many DSP vendors like to bring up the selling point for the DMP is the lack of data loss, because the first-party cookies that were collected could be directly mapped to the DSP inventory. This allows advertisers to maximize the use of their cookie pool for tactics like retargeting.

    • Disadvantage

      : The issue with this model is data security and transparency. For example, many DSPs may be tempted to use cookies collected from one brand’s website for retargeting on a direct competitor’s campaign. If the data is hosted and managed by the DSP, actions like that will go unnoticed and unchecked.

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10 Tips for the First-Time Business Owner

March 21, 2014

Check out this recent article from Entrepreneur featuring advice for first-time business owners:

1) Focus. Focus. Focus.
Many first-time entrepreneurs feel the need to jump at every “opportunity” they come across. Opportunities are often wolves in sheep’s clothing. Avoid getting side-tracked. Juggling multiple ventures will spread you thin and limit both your effectiveness and productivity. Do one thing perfectly, not 10 things poorly. If you feel the need to jump onto another project, that might mean something about your original concept.

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Hiring A Collection Agency For Unpaid Invoices

March 20, 2014

Check out this recent article from Less Accounting on how to collect your debts effectively:

Your client hasn’t paid the invoice you sent them and it’s really late, so now what?

Let’s start with a hypothetical situation. “Beachy Design Studios,” a Florida-based design firm, lands a big awesome website project in 2011 with “Mountain Top Hotel,” a Colorado-based hotel chain. Beachy Design Studios uses a service contract and Mountain Top Hotel signs the project, pays the deposit and the project starts. The contract is an hourly one and the client pays each month after receiving an invoice. After six months, Mountain Top Hotel gets behind on their payments, and after another 30 days of work Beachy Design Studios stops work.

Hmmmm, okay…now what?

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The Competition Paradox

March 19, 2014

Check out this recent article from Startup Nation examining the business mechanics of competition:

Two shoe salesmen from Victorian England travel to the colonies to assess the business opportunity for shoes. The first dispatches his analysis back to headquarters: “This is a terrible market – no one wears shoes!” While the second counters: “This is an excellent market – no one wears shoes!

This simple parable offers two valid yet opposing perspectives on competition. On one hand, the market’s needs appear to be met, with people seemingly content to go about their day shoeless. On the other, the market is ripe for both the introduction of and education about the wondrous innovation of foot protection and support.

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The Morning Rituals of 15 Highly Successful Business Owners

March 18, 2014

Check out this recent article from Business Insider on how successful business owners start their day:

Each morning, small business owners awake with a fresh determination to continue growing their companies, developing their employees, and keeping their customers happy. This unique intimacy with both staff and clients requires a high level of effective time management that starts as soon as they get out of bed.

We spoke with 15 successful entrepreneurs who have developed morning routines that clear their minds, energize their bodies, and prepare them for the day ahead.

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