Segmento Programmatic-платформа

Segmento is the independent Russian programmatic-platform applying machine learning technologies to targeting of Digital Signage. The solutions Segmento allow large business to interact with potential consumers through any digital channel and to increase the sales.

2020: Connection to the products CleverDATA 1DMC and DMPkit

The companies Segmento CleverDATA Lanit announced also on August 20, 2020 conclusion of an agreement about strategic partnership for data integration "Exchanges 1DMC" in advertizing a campaign through the Segmento platform. Depersonalized data about internet- audiences from the different suppliers connected to the Exchange are available to use in the targeted advertizing campaigns of clients of Segmento now.

Also the possibility of targeting of audiences through the Segmento platform on own segments collected in DMPkit became available to users of the product CleverDATA DMPkit. Read more here.

2019: The announcement of the Programmatic-platform for development of targeted advertizing using fiscal data

The advertizing Segmento platform and the IT company, the fiscal data operator OFD Platform agreed about development of targeted advertizing using the aggregated depersonalized these cash vouchers. On October 21, 2019 reported about it in Segmento.

It is about the advertizing campaigns of Online-to-offline for which targeting of branded communication at actions of consumers in the "physical" world and also carrying out special measurements and the analysis of results of campaigns is important. Such metrics help to define how the advertizing scope on the Internet influences sales of goods of advertisers in normal shops, to estimate efficiency of promo-activities. The format is expected first of all producers.

Within cooperation OFD Platform and Segmento provided the instrument of targeted advertizing based on fiscal data - the Programmatic-platform. As noted in Segmento, the solution completely conforms to requirements 54-FZ, 152-FZ and legislations in the relation personal data processings.

Segmento will obtain analytical reports, the including aggregated data about indicators of sales on the different advertized goods and commodity categories in retail trade: juice, grain, fruit and vegetables, chocolate, meat, yogurts, etc. Goods items are picked up proceeding from the number of non-cash purchases, minimum sufficient for holding campaigns.

As of October, 2019 the scope of banner and video advertizing through DSP Segmento in a web segment makes according to 198 million and 108 million users; in mobile applications – 71 and 51 million users respectively. In a web identification of users is performed through cookie, in mobile applications – through Mobile ad ID.

"Mechanics on the basis of data from checks allow producers of goods to receive new advertizing targetings in addition to demographic and behavioural parameters, and after holding a campaign – to estimate conversion at purchases. For October, 2019 such mechanics make to a quarter of turnover of all O2O-campaigns through DSP Segmento", 'Alexander Hudoley, the CEO of Segmento noted'

"Development of a special format of targeted activities from Segmento and OFD Platform will allow business to communicate better with the consumer, to see real results and to find new points of growth", 'Dmitry Batyushenkov, the director of products on data of OFD Platform IT company noted'

"For Johnson&Johnson, as well as for most of producers, data of OFD are of special interest as allow to increase targeting accuracy, so and efficiency of advertizing investments into digital media. The more players in the advertizing market will provide access to fiscal data, the quicker these data will become unified, exact and complete that does not cancel the increasing requirements to quality evaluation and efficiency of campaigns", 'Ivan Gudkov, Digital Marketing Manager Johnson&Johnson noted'