Classroom data

Three types of classroom data

1st party data are the data belonging to the client: information on visit by users of the website or mobile application of the company and also data obtained during advertizing activities of a brand: e-mail, display, video, mobile, etc.

In addition data on transactions or any other CRM data on the user activity can be understood as own data. Address E-mail, phone numbers of users or identifiers of users on social networks - also a kind of own data. The aggregated own data represent a big array of marketing information which can be used for the analysis and clearer understanding of a portrait of clients. Advertizing campaigns using own data show, as a rule, the highest results, but have a limited scope, in comparison with the campaigns based on other data types.

2nd party data is unique strategic partnership of participants of an ecosystem of digital for permanent or one-time exchange of classroom data. We speak about secondparty data when one participant provides own data (first-party data) to other participant. For example, when the producer of a car gives to car dealers data on the users who were interacting on its website with a configurator or downloaded the prices; or when the platform shares the segments with the advertiser for enrichment of CRM (additional insights about clients).

3rd party data are any classroom data obtained or purchased from the players specializing in providing crude or the processed data. Third-party data help to expand the available user profile and provide access to earlier unavailable information. For example, the platform which has behavioural data, but is not present social and demographic, sots-Dyoma can connect the corresponding supplier. In this case social demographic data will also be third-party data.

Participants of an ecosystem on work with classroom data

Users - individuals, Internet users. Enter different types of interaction with participants of an ecosystem of data: come on resources of participants, are registered on resources, shop, etc.

Suppliers of data are market participants who have access to the large volume of data, can accumulate and process them. They are separated into two categories: those who deliver unprocessed (or crude) data — Raw Data Suppliers and those who deliver ready classroom segments — Processed Data Suppliers. In the first case suppliers offer information on the history of visits of the websites and pages before which use, as a rule, it is required to the buyer it to process in addition for formation of the final list of segments. In the second case come the segments which are already created by certain criteria to the market (sots-dy, interests in different categories, intentions).

Platforms of data management (DMP) are the platforms having a set of hardware for collecting, storage and processing of any types of classroom data (1st, 2nd, 3rd) and also a possibility of their activation (use) via usual media channels. DMP carries out the centralized work with classroom data of the advertiser or the platform and allows to turn flows of separate information into the structured classroom knowledge. Formation of effective classroom segments happens in real time that allows to build continuous communication with potential consumers. Classroom data from DMP can be used in DSP, SSP, CRM (enrichment), CMS (dynamic adaptation of content of the website), DCO (dynamic adaptation of creatives) and also on platforms of direct placement at the expense of direct integration with management systems for advertizing on side of the platform (Ad Server).

The exchange of data - the intermediary between the supplier of data and the buyer, with the agency scheme of remuneration. Such players, on the one hand, help suppliers to monetize data, and with another - allow the buyer to get access to to the wide range of data/segments of different suppliers in "one window".

Consumers of data - the companies interested in acquisition, storage and use not only own data, but also these third parties for achievement of marketing or any other business objectives and tasks.

Advertisers are the participants selling goods, services, offering B2C-services of own audience. Have no own advertizing stock and use publishers for demonstration of the declarations.

Media the agency - the supplier of marketing services to advertisers via any marketing channels: both digital, and non-numerical (TV, radio, outdoor advertizing). Provides all range of services, including planning of promotion companies, creation of creatives and content, etc.

Demand-side platform (DSP) is the platform (technology) for the automated advertizing purchase. Allows advertisers and to the agencies on a centralized basis to manage and optimize advertizing campaigns, including facilitating procurement process on the basis of an auction pricing model for banner, video, mobile and native stock with a possibility of use of any classroom data for a scope of relevant audience.

Technologies for collecting of classroom data

Cookies (cookies) are data with which the Web server marks the visitor at visit of the web page. Represent small files of office type with text information which are stored in the computer browser.

The Mac-address (from engl. MediaAccess Control) - the unique identifier appropriated to each unit of active equipment (the computer, the mobile phone) for implementation of communication of devices on the Internet.

Device ID the Unique identifier of the device (IDFA) - the mobile advertizing identifier allowing application developers to define who uses their application. The company provides the advertizing identifier Apple (IDFA) as a part of IOS in the standards of advertizing.

Look-alike (LaL) is the search algorithm of similar audience. On the basis of a certain segment of own data (for example, the users who made target action) and algorithms of machine learning, search of the most affinitivny audience in the base consisting from 1st, 2nd or 3rd party of data for expansion of the required (analyzed) classroom segment is performed.

Anonymization of data - process of removal of collected data of personal information.

Targeting of audience - demonstration of advertisements only audiences with the predeterminated attributes (demography, interests, etc.).

Programmatic is the automated purchase, the analysis and optimization of advertizing online-stock with acceptance in regime of Real-time of solutions on cost, the place and time of placement.

Special terminology

User data / Data - any information on the person tied to unique identifiers allowing to select unambiguously it within the specific organization.

Attribute user / Sign of the user - unit of data on the user containing a specific type of knowledge of it (for example, demography, lifestyle, etc.).

Audience / Audience of the participant - set of all users entering different types of interaction with the specific participant: obtaining advertizing message, visit of a resource, registration, purchase, etc.

The Segment / Segment of the participant is the subset of audience of the specific participant selected the basis the set rules (for example, on social and demographic signs, etc.).

Classroom data - set of characteristics of audience of Internet users.

Online data is data which gather and stored in online-systems (DMP, DSP, SSP), have no characteristics of personal data, for example: cookie, device ID and tp. Always gather online without physical contact with the user.

Offline data is data which gather and stored in offline-systems (CRM, processing, call center), have characteristics of personal data, for example: phone, number of the bank card, email, Full Name, document number of the user and tp. Often gather the participant offline by means of physical contact with the user.

Personal data are the certain types of identifiers or their set allowing to identify unambiguously the individual (the Full Name, document numbers) and to provide to the owner of such data personal contact.

Match rate the Indicator of intersection of one data set about users with other data set (by one and/or several identifiers).

The market of classroom data in Russia

2019: The general flow of data exchange between suppliers and consumers grew by 135%

On March 4, 2020 the Association of Financial Those (AFT) and CleverDATA company submitted the overview of the Russian market of classroom data of a segment of Internet advertizing and marketing for 2019.

According to the company, the report contains the market statistics based on data from platform 1DMC, the overview of the key information occasions relating to the market of data, the overview of changes of the legislation in the Russian Federation and also abroad, in particular, in Europe, the USA and Brazil. In addition, in the report detailed definitions of key terms are given that is important as the market of data in Russia only arises and there is no uniform terminology actually, and some concepts are treated ambiguously.

According to a research, in 2019 the general flow of data exchange between suppliers and consumers grew by 135%. The main channels monetizations of classroom data in Russia are the largest advertizing platforms of the companies Google, Mail.ru Group (myTarget) and "Yandex". In 2019 the myTarget platform (53.3%) was the leader in the delivered data, the second place with noticeable lag was taken by "Yandex" (18.4%), the third – GetIntent (17.6%) which overtook Google (10.8%). In comparison with 2018, the share of myTarget increased almost twice, and shares of platforms of Yandex and Google were considerably reduced. On a share of delivery of own data (1st party data) for a retargeting GetIntent and "Yandex" are in the lead.

The volume of base of suppliers of data in 2019 increased by 67%, and the number of consumers of data – for 17%. At the same time the share of the agencies as consumers considerably grew, they began to increase competences of work with data and to form separate teams. Most actively used and monetized classroom data in marketing and advertizing telecom and retail company.

The main newsmakers in 2019 were created by large players that is a good point: earlier the market lacked participation of the companies with a big classroom scope owning in the large volume of data. The market of data was entered by the companies of the industries traditionally far from advertizing and marketing: telecoms, banks, fiscal data operators, etc. They look narrowly at the updated methods of monetization of data and their applications in communication with clients more actively.

In the legislation of the Russian Federation in 2019 point attempts to settle Big Data use were made. So far best of all it is possible to regulate turnover of the state data. In the conditions of weak regulation market participants incline to self-regulation, and unspecified rules of work with data in general constrain development of the Russian market of Big Data.

Experts draw a conclusion that the Russian market of classroom data remains in the developing status so far though he is more than five years old. Also they note a strong clustering of players in the market and the unripe competition, the actual absence of the international players in the Russian market. At the same time at the end of 2019 it is possible to note high dynamics of development, active growth of suppliers of data and appearance of new players in the market.

Big Data – a key resource of digital economy. The joint report of Clever Data and Association of Financial Those classroom data about use gives understanding of the main trends in the field of Big Data: the industry very quickly changes, there are new players, there are strategic partnership. The report is rich with statistics and will be undoubtedly useful to market participants. Big Data are a technology of global scale, at the same time in each country the market and regulation develop in own way. Nikita Lomov, the head of the analytical department of Association of Financial That told