AmberData Data Management Platform (DMP)

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• Data mining Data mining
• Data management
• Big Data

Data Management Platform (DMP) is a multifunctional technology platform for collecting, processing, storing and managing impersonal data about Internet users.

2022: Mobile Device ID (MAID) Cookie Conversion Pilot

On September 20, 2022, Platforma announced that it had conducted a pilot with AmberData to convert cookies into mobile device identifiers (MAIDs). The use of such technology will provide the advertising market with stability after the cancellation of cookies in Chrome in 2024 and will continue to use the previously accumulated knowledge of audiences that are stored using cookies.

Data Management Platform (DMP)

As reported, converting cookies to MAID is the next stage in Platforma's consistent work to form a stable identifier on the market that can replace the outgoing technology for synchronizing identifiers using 3rd party cookies. AmberData provided a set of its cookies, Platforma converted them to MAID by synchronizing partner traffic and telecom operator traffic.

This approach has already been tested by the UDAR TV channel as part of an advertising campaign to attract a male audience to the Top Dog tournament, which is interested in martial arts, MMA, boxing. In-app targeting, based on MAID-converted cookies, became one of the tools that ensured UDAR attracted CA viewers. This placement had the following indicators: CTR is on average 6 times higher, and CPC is 3-4 times lower than that of traditional banner unscrewing. In addition, manned technology has provided a wider user base for measuring the cross-frequency of audience-ad contact.

In the run-up to ditching cookies, it was important for us to learn how to work with them after they were cancelled in order to preserve our years of knowledge of users. The ability to deliver audience segments formed on cookies to an environment where cookies have never been used (in-app) is largely a breakthrough. It will allow you to combine the entire advertising market, all types of identifiers and all types of channels. We will continue to experiment with stable user IDs and test delivery of different audience segments to different media environments. emphasized Dmitry Kazakov, StableID Platforma Product Manager

It is still at least two years before abandoning the usual cookies in the web and it is important to spend this time fruitfully in terms of rational use of the accumulated data. Thanks to this technology, a whole range of tasks can be solved for the delivery of user segments both from the web environment to in-app and vice versa. noted Dmitry Fadeev, Chief Operating Officer of AmberData