TECD DMP PROCUREMENT FRAMEWORK London Aug 2016 INTERNAL

TECD DMP PROCUREMENT FRAMEWORK London | Aug 2016 **INTERNAL USE ONLY part of

CONTENT 1. Media DMP or No? 2. Stages of an Enterprise Level Procurement 3. The current market part of 2

MEDIA/AGENCY DMP OR CLIENT INSTANCE? The TECD are mainly focused as a team on guiding the first wave of direct enterprise level procurements. The idea behind a Media or Agency DMP has been discussed a few times; the issue has always come back to the data security/sharing piece: • What level of indemnity do we require to cover our responsibility to our clients data? • How would we position the offering so that it was attractive but also effective for small or large clients? • Would the Agency takes the initial risk. The advantages are obvious and many but can this weigh against the risks? 3 part of

WHAT IS A DMP? q. A DMP is essentially a large database match table with the “primary key” being the DMP’s own ID. q. It then matches all other relevant ID’s so that each time that cookie is seen by a different piece of technology, we have already identified it and have the data linked. q. A DMP will then store audience data (e. g. from a CRM) against the IDs thus allowing us to profile the cookie, and activate against this data across many channels. q. Please note: a DMP typically does not hold any PII data! Bluekai ID A 1 B 2 C 3 Appnexus ID ABC Double. Click ID Adobe ID 1234 XYZ 123 Segment 1 Segment 2 Segment 3 Segment 4 part of

Process of establishing a DMP Collecting Requirements • How many integration points / data sources • Clear volume requirements i. e. how many rows of data to be processed from each source e. g. website volumes 1 Complete RFI Process The key factor when estimating timelines is the clients governance and approvals processes 2 Deployment This includes: • Defining DMP taxonomy • Deploying tags • Integrating other offline and online sources • Ensuring execution platforms are ready 3 DMP Goes Live Data collection starts & segments start to populate 4 5 6 Test & Learn Ongoing Management • Test segments for each campaign type • Monitor “match rates” with execution platforms, resolve any issues • Ensuring data sources are refined and improved • All campaigns are data driven • On boarding new channels as technology evolves e. g. addressable TV

CLIENT AUDIT & EXPECTATIONS MANAGEMENT • Arguably the most crucial step • Audit the actual data that the Client has, and is prepared to put into a DMP instance, and the Tech available for ingestion/activation • Gather high level use cases or failure points, referencing the data from (a) to understand the Client’s requirements of a solution and whether this is entirely dependent on a DMP solution or could be accomplished through other Tech partners/existing tech part of 6

HELPING CLIENTS TO MAKE INFORMED DECISIONS Group. M DMP Vendor RFI Evaluation of exisiting relevant capability RFP and Evaluation • Create a bespoke RFP, to be distributed to all relevant Vendors • Evaluate based on response the RFP and select the second round interviewees – record all responses – ask these vendors to present. • Education of other internal Client depts. It is strategically important to reach out to and make aware other teams (Data Sec. , Legal and architecture/ops teams especially) as objections, later on, from these stakeholders can severely affect timelines or success of the project. Please detail of your key USPs Key USP 1 USP 2 USP 3 USP 4 USP 5 (add more if required) Please provide suitable case studies that substantiates USP's When was the DMP product brought to market? Has their product been assessed by Forrester / Gartner etc? Please provide 3 references preferably in a similar sector to the client Any industry awards or high profile recognised projects? Does the vendor successfully deliver any other services to the client or agency? How would this DMP implementation rank in comparison with other existing clients e. g. would this be your largest deployment to date? 7 Data Measurement Does the vendor offer any linear data measurement against digital? Is there an attribution modelling function? Does the offering have any current of future plans for Cross part of device solutions?

SELECTION AND CONTRACTING TECD are always prepared to support this stage. For best results, Vendor selection should be based on the technology as it stands, and not existing relationships, but this is unusual. Bear in mind that each vendor will have advantages and disadvantatges in functionality, operations or price. DMP vendors are currently in a “land-grab” frenzy and we have seen multiple instances of price-slashing wars and ready movement on terms if they are up against a competitor – take full advantage of this and push the boundaries! The first proposed contract is simply their starting bid. part of 8

Projected/typical Pre-DMP ecosystem Data sources Site Display Social APP Ext. CRM Site. com Marksandspencer. com subdomain. com Mandsenergy. com Adservers Eg. DCM Facebook Twitter mobile APP 2 nd party 3 rd party Hadoop Email data Offline Purchase data Call centre TMS TEALIUM Activation Channel On-site Personalisation Digital DCM Criteo Lacking integration 9 Video Flashtalking Incomplete or basic integration Social PMD ? Good integration Search DSP Efficient Frontier Xaxis ? e-CRM

Post Deployment DMP Ecosystem Data sources Site Display Social APP Ext. CRM Site. com subdomain. com Adservers Eg. DCM Facebook Twitter Mobile APP 2 nd party 3 rd party Hadoop Email data Offline Purchase data Call centre TMS TEALIUM DMP Activation Channel On-site Personalisation Digital DCM Criteo Lacking integration 10 Video Flashtalking Incomplete or basic integration Social PMD ? Good integration Search DSP Efficient Frontier Xaxis ? e-CRM

DMP Market Overview The DMP market is evolving at a fast rate with new entrants and vendor acquisitions happening regularly. We generally classify DMP vendors into one of three broad areas: q. Core business is selling 3 rd party data, a DMP helps match this data and make it more relevant q. Core business is selling media and providing a DMP to enhance this service q. Core business is selling technology solutions and the DMP is becoming a core proposition

Client-side DMP Comparison For more information please contact: TECD. London@groupm. co m Open/Agnostic 3 rd Party data capability 2 nd Party data capability Pricing Integrations DSP Synch UK Support/presence Overall star rating Synopsis 01/07/2015 Market leading data marketplace, implementation maturity, extremely polished user interface with easy to learn workflows. Strong integrations with the Adobe stack, developing product at a fast pace. Marketplace in beta and fleshing out their 3 rd party dataset. Fully agnostic but lack of UK presence/data integrations. Maybe cost effective for smaller clients (lower minimum monthly fee). Completely agnostic, weaker on 3 rd party data, differentiated by their methodology for segment creation (keywords rather than behaviour). Caution: openly more expensive solution. Agnostic, small footprint and team in the UK, and weak EU data. Higher minimum volume commitments.

GOOGLE POSITION UPDATE q “Audience Product” is un-released and still in closed beta q No formal documentation as a project in EMEA has yet to be officially launched q Google will update Group. M when something is available for possible testing. q It is still unclear if their DMP will allow you to execute against platforms that are not part of the Doubleclick stack. (last update we had from Google was on the 26/05/15) part of

HOW GROUPM IS HELPING IN THIS SPACE? q. Currently we are only seeing Tier 1 major clients making real progress in this space across the Group q. If M&S move into an RFI stage you would still be considered an early adopter and in the “first wave” of clients to move forward q. Group. M provides our Agencies and clients with support in four key ways RFI CRM SELECTION & DEPLOYMENT DATA INTEGRATION EMAIL DATA STORES CONTRACT & COMMERCIALS part of

RUNNING AN RFI q Group. M have been supporting multiple Tier 1 clients in running this process (or have run it completely) q We have a good knowledge base with regards to commercials and pricing (we know what good looks like) q We have already improved a significant number of contractual terms Collect key requirements data Agree RFI Documentation & send to first round vendors Down select vendors to pitch Run pitch sessions (multiple if required) Request Best and Final Offers Move to deployment phase Agree contract & terms Select Winner part of

SAMPLE PROJECT PLAN (SOURCE ORACLE/BLUEKAI) Please note – this is a best case projection model from Bluekai; total deployment timings may vary part of dependent on complexity of client requirements

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Implementation Overview

ORACLE MARKETING CLOUD’S DATA MANAGEMENT PLATFORM Aggregate marketing data of all kinds to improve marketing execution Oracle Marketing Cloud’s DMP 1 st Party Online 2 nd Party Data In Sales Data Unify Your Data Build the Right Audience Display Search Data Out: Execute Across Ecosystem E-mail Mobile 3 rd Party CRM Websites Social Offline Oracle Confidential - 2

How Blue. Kai Ingests Online Data 11 Collect <!—Blue. Kai Tag--> Data <iframe name=”_bkframe” height=0 width=0 frameborder=0 “src=”javascript: void(0)”></iframe> <script language=”javascript” src=”http: //www. bkrtx. com/js/bkcoretag. js”></script? bk_add. Page. Ctx(“section”, “compare”); Bk_do. JSTag(9999, 4) </script> <!--End Blue. Kai Tag --> 22 Classify 33 Taxonomize bk_add. Page. Ctx(“section”, “ca”); Bk_do. JSTag(9999, 4) Site ID 9999 Rul e section=compare Category ID 456 http: //tags. bluekai. com/site/9999? &limit= 4&phint=section%3 Dcompare 4 Transfer Blue. Kai will read/write user’s cookie and return data campaign pixels

How Blue. Kai Ingests Offline Data Barclays offline file with hashed email address or Account ID used as match key and user attributes is sent to Blue. Kai No PII data is associated with a cookie private SFTP location for Barclays Privacy Compliant Data Append Customer logs in and Barclays passes hashed match key to BK Barclays offline user data Only data associations to cookies are pushed forward in the process Audience delivered for media execution OR back to Barclays for analysis

CONNECT WITH AN INDIVIDUAL CUSTOMER ACROSS ALL CHANNELS & DEVICES Blue. Kai ID

DATA DELIVERY: SYSTEM ARCHITECTURE • • Key technologies: Custom C Software & No. SQL Data ingest through tag or User. Data API

Data flow illustration from Adobe Audience Manger through to Appnexus Console 1 Define Segment in AM 2 Define Recency in AM – 1, 7, 30, 90 days 3 Agree measurement of segment Real Time vs. Total Segment in AM AM Segment Push – Batch Segment Service (6 hr cycles) Appnexus Segment Count Through Console UI Campaign Activation Appnexus Cookie Match on Batch Segment Service (est. benchmark 92%) 4 AM to report by Batch Service Segment Push Match Rates (confirms tech integration quality) 1 Appnexus push segment membership into Real Time Cookie Store 2 Adobe collects audience data and packages it (including Adobe UUID’s) • Owner: Adobe • Latency: Defined here • Drop-off: Single event visitors/users who do not accept cookies Segment data is uploaded to Batch Service • Owner: Adobe • Volume: variable • Latency: 6 hrs • Drop-off: primary cookie deletion based on latency/user has completed a purchase 3 App. Nexus retrieves Adobe segment files from Batch Service • Owner: App. Nexus • Volume: ~21. 6 M UU daily • Latency: Real time • Drop-off: 5 -8% cookie deletion, latency from point 2, inefficiencies inherent with Batch Transfer Protocols 4 App. Nexus makes cookies available for use for Xaxis in RTB • Owner: App. Nexus • Volume: N/A • Latency: real time • Drop-off: Cookies that are wiped or deleted/mobile/ 3 rd party cookie blocker/proportion of users seen within the defined period in step 1 part of

ROCKET FUEL DMP IN A NUTSHELL Rocket Fuel DMP is a programmatic-marketing hub that empowers brands to engage in progressively relevant conversations with consumers across a wide spectrum of digital channels in real time. Origin uses your own data to find the best people for your marketing messages. DATA CAPTURE INTEGRATE – MANAGE – MAKE ACTIONABLE DEPLOY ONLINE 1 ST PARTY 2 ND & 3 RD PARTY OFFLINE DMP ARTIFICIAL INTELLIGEN CE MISSION DSP CONTROL DSP INDUSTRY INSIGHTS OFFLINE

DMP FOR MEDIA EXPLAINED IN A NUTSHELL Rocket Fuel’s DMP for media has industry leading artificial intelligence (AI) that empowers brands to engage in progressively more relevant conversations with consumers. The DMP for media is designed as a first step in your journey to fully integrating with a DMP across your digital marketing eco system. The AI uses your own data to find the best people for your marketing messages and optimises audience targeting in real time. DATA CAPTURE INTEGRATE – MANAGE – MAKE ACTIONABLE DMP ARTIFICIAL INTELLIGEN CE DEPLOY A D A D DSP SMART TAG ANALYSIS CRM DATA CONVERSION TAXONOMY EVENTS ANALYTICS INSIGHTS

DMP – EXAMPLE USE CASES DMP’s industry-leading AI, makes your marketing conversations become progressively more relevant. AGGREGATE INTEGRATE – MANAGE – MAKE (DATA ACTIONABLE OBJECTIVE SOURCES) (DMP) DRIVE NEW CUSTOMER ACQUISITION 1 ST PARTY BEHAVIOURAL 3 RD PARTY ROCKET FUEL DMP DEPLOY (USE CASES) CHANNELS / INTEGRATION S PERSONALISE D ADVERTISING DSP DISPLAY ACT-A-LIKE AUDIENCES SOCIAL DISPLAY MOBILE INSIGHTS VIDEO Storage / Warehousing Normalisation Selection / Segmentation Analytics & Decisioning DMP receives, aggregates, Define attributes of actionable Data is centralised in DMP explores all available data DMP shares audience manages and makes actionable audience profiles to drive where decisions on the next to find the ideal audience. information and decision with multiple data points. optimised marketing best action are defined. Dynamically updating segments. execution channels/partners. interactions.

THANK YOU TECD. london@groupm. com part of