In the ad tech world, there are a lot of acronyms. In this series, we’ll discuss the DMP – or Data Management Platform. In the digital landscape, DMPs are fairly established and standardized, but in the television world, they operate differently, simply because television and digital media are different.
A DMP is a centralized computing system for collecting, integrating, and managing large sets of structured and unstructured data from disparate sources. First, data goes in, then it gets manipulated, normalized, and prepared in an easy to use manner that makes it actionable. In television, the design, functionality, and utility of a DMP are different than in other environments.
The television ecosystem is different
Despite many similarities, the fact remains that TV and digital media function differently. There are many ways in which television is different.
TV data is different from digital data. TV insertion typically only targets a geographic region called an “Ad Zone.” This region is unique to the TV world and may not correlate to a traditional DMP regional geographic like zip-code or address. Typically, syndicated third-party data does not provide data by operator-specific TV insertion zones. The from the zone-based information in TV and traditional zip-code based information has to be accomplished by external means. Unfortunately, zone boundary doesn’t always align with zip code boundaries and either mathematical or manual means need to be put into place to do the translation.
Data is closely protected. Multichannel Video Programming Distributors (MVPDs) are highly protective of proprietary subscriber information, as they should be: the fine for a violation of the Cable TV Privacy Act of 1984 is $125 per subscriber per day. Which makes finding out details of the individual watching a particular program very difficult. Even though there are sources of household viewership data, the correlation to the individual within that household is very restricted.
Inconsistency in measurement methodology. Historically, TV has transacted on either Nielsen or Rentrak ratings. Nielsen measures individual persons watching the highest viewed programs by the use of proprietary meters using a sample of households within generally large markets. Rentrak uses a much larger sample of many households, but measured viewership at the household level. These established market leaders provide great measurement products for their customers, but given the disparity in their footprints and how they measure requires normalization by the platforms using both.
Lack of industry standardization around set-top-box (STB) metrics. For the services that have STB information, there is no consistency in defining some basic rules of measurement. For example – What defines a view? When is a STB or TV no longer experiencing active viewership? Who is the individual consuming the media?
The clypd difference
The clypd DMP works like a “normal” or digital DMP in the following ways: it ingests and normalizes data from a wide variety of sources; it automates, organizes, and segments the data; it allows for the inclusion of business rules; it makes data actionable and understandable by delivering relevant information to the user.
The clypd platform has several television data sources, including:
- First-party TV data from partners such as; National Cable communications (NCC), Tribune Media Services, Set-top Box Data (STB), etc.
- Inventory owner data such as HHs per service type, insertion zone info, inventory details
- Third-party TV data such as persons interested in purchasing an auto in the next 3 months or geographic definitions of political districts.
- Stewardship data such industry certified and uncertified third-party measurement data such as Nielsen and Rentrak, but it is also augmented with other inventory owner information in a privacy compliant manner.
- Buyer data, including information about the advertising campaigns and the specifics of the demographic targets they are desire to reach.
After the clypd platform ingests the data, it then normalizes and applies business rules to outbound information to enable actionable inventory information, order tracking and optimization, normalized reach across alternative TV inventory types, rich and detailed reporting, and customizable reporting.
With the clypd platform, television buyers and sellers are able to, for the first time, use the programmatic strategies that have helped their digital counterparts to be able to effectively and efficiently buy and sell media with automation and data.
To learn more about how the clypd and television DMPs work, stay tuned for the next installment of this monthly blog series.
Michael is Director of Product Solutions at clypd and is based in Atlanta