RULING WHERE DIGITAL TRANSFORMATION FAILED

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2 RULING WHERE DIGITAL TRANSFORMATION FAILED During the last few years, large corporations, that have their strength in their relationship with their clients, have been defeated by OTTs that knew how to take advantage of the failure to comply with digital transformation of such corporations. For this reason they rapidly become leader of a large data-driven market. Nevertheless, no one know life personal data as much as like large retails, banks and financial services corporations.

3 MYNTELLIGENCE VISION Myntelligence helps large multi-national corporations to be again the owner of users in the digital space, transform their model into a compelling digital business, become independent from OTTs and compete with them.

4 OTT AND THE PARADOX OF DATA DECAY The process of capturing data in the online industry happens through cookies. The paradox is that cookies decay very rapidly and are not useful for users analysis. However, cookies are the standard transaction currency across ad exchanges, were most of the ad buying transaction occurs. Google owns the largest ad exchange in the world. Why Cookie-based analysis is not reliable 10:30 12:30 14:30 Cookie Tracking Users seems to be multiple and different. User 1 User 2 User 3 Fingerprint Tracking Actual User is identified. Unique User The most tangible impact is on unique reach and frequency calculations. Real reach is vastly overstated, while real average frequency is widely understated. The consequence of this is that no behavioral analysis can make any sense on a cookie-based poll of users.

5 COOKIE DELETION RATE ANALYSIS The half-life of an average third-party cookie is about three days, and one-third of all cookies last less than an hour. Jag Duggal, vice president of product management at Quantcast*. Research Persistent Cookie Rate There is a constant of 10 sessions per browser per day. 10 Whenever a cookie is removed from a browser a new one is set % of Browsers remove cookies every sessions % of Browsers remove cookies every day % Assumptions Assuming we have 100 Browsers at Time Assumiing that every Browser have 100 Cookies. 100 Cookies at Time Cookie Deletion Rate Results at the end of the day Cookies Deleted due to end-of session deletion Cookies Deleted due to every day deletion habits New Cookies Created for every new session Cookies that never got deleted % Total n. Cookies The most tangible impact is on unique reach and frequency calculations. Real reach is vastly overstated, while real average frequency is widely understated. The consequence of this is that no behavioral analysis can make any sense on a cookie-based poll of users. *extract of an article on Ad Age written by (

6 COOKIE-LESS TECHNOLOGY Myntelligence collects much more parameters than what is usually possible. The assimilation of such information into a single string comprises a device identification. By not tracking users Personal Identifiable Information (PII), Myntelligence solution is a completely safe and effective method of targeting users whilst respecting all privacy regulations. CAPABILITIES CLASS PROPERTY SERVER STRNG CAPABILITIES CLASS PROPERTY SERVER STRNG CAPABILITIES CLASS PROPERTY SERVER STRNG OS Pixel Aspect Ratio Player Type Screen Color Video Encoder Version hastls hasaudio WIN AR PT COL VE V TLS A OS Pixel Aspect Ratio Player Type Screen Color Video Encoder Version hastls hasaudio IOS AR PT COL VE Z TLS A OS Pixel Aspect Ratio Player Type Screen Color Video Encoder Version hastls hasaudio IOS AR PT BN VE V TLS A Unique Users ID 12XC379 Unique Users ID 12XC385 Unique Users ID 12XC382 Also mobile and tablet

7 THE MARKET OTTs, are bridging together data from the online publishers market and online advertisers. The approach is to group and categorize consumers data for marketers' online ad targeting efforts. Programmatic ads are then sold and targeted based on these profiles. PUBLISHER AUDIENCE ADVERTISERS AD EXCHANGES SSP DSP DATA MARKET

8 HOW THE INDUSTRY IS DIVIDED Today the market is divided by those who do not own data but sell them to those who owns data but don t know how to use them. DATA SELLERS (often OTTs) DATA BUYERS Trading Desks or Advertisers Data sellers generate revenues by leveraging other companies data and make billions of revenues. 1. They track users when they visit publisher and advertisers sites. 2. They sell data back to the same companies. 3. They leverage data decay so that companies need to constantly buy data from them. They own client data but do not know how to use them. They spend a huge amount on money to buy data. 1. They are sit on a golden mine of unused data assets and they don t know. 2. They often have the authorization from the users to use their data. 3. They buy data constantly, which could be also their own data, from data sellers.

9 HOW OTT ARE COLLECTING YOUR DATA OTTs has been recently through acquisition or development of proprietary RTB platforms. Advertisers invest in Programmatic buying. To do so, they need to access to the RTB ecosystem through platforms. OTT owns the most used Exchanges, DSPs and SSPs and thanks to Advertisers Ad placements, collect users data Collected data are then sold back to the same advertisers when they want to buy programmatically with third party data. AD EXCHANGES ADVERTISER PUBLISHER

10 MYNTELLIGENCE TWO PILLARS DATA OWNERSHIP Myntelligence brings users data back to Advertisers and allows to become completely autonomous when buying advertising. DATA LONGEVITY Fingerprinting technology has a longer life-cycle it ensures much more data points for an accurate profile qualification. Paid Media Owned Media 2 months 30 months TIMELINE 1 year 2 years Earnerd Media CRM

11 MYNTELLIGENCE ENABLING BIG DATA STRATEGY BIG DATA DO NOT MEAN ANYTHING - PER SE. OUR CLIENT HAVE CONCRETE NEEDS AND WE HELP THEM TO GET WHAT THEY NEED OUT OF THE BIG DATA ECOSYSTEM THAT THEY HAVE % how are my digital properties being used? WEB ANALYTICS How do I optimize campaign ROI? DSP SERVICES 34K How do my client looks like? DATA DISCOVERY What my client interest are? CRM ENRICHMENT 126K How can I improve the cross-selling strategy? AUDIENCE ANALYTICS 36% How can I optimize customer journey? BRAND INTELLIGENCE How can I create new prospect segments to optimize my campaign? SEGMENT ANALYTICS CLIENT BIG DATA CLIENT NEEDS CLIENT NEEDS

12 MYNTELLIGENCE POSITIONING We stand to the side of those companies that own the client relationship such as banks, telco, merchants, retailers and we help them to transform their model into a compelling digital business, become independent from OTTs and compete with them. PUBLISHER AUDIENCE ADVERTISERS AD EXCHANGES SSP DSP DATA MARKET DMP DMP

13 AN END TO END SOLUTION Data Ownership - Myntelligence brings your users data back to you and allows you to become completely autonomous when buying advertising. Data Intelligence solution allows you to collect a variety of data, understand your audience and create specific user segments for use when buying an online campaign. Tracking Analytics DMP DSP Owned Media Paid Media Unique Audience Analysis Segmentation and Data Activation Audience Buying Earnerd Media

14 THE POWER OF SHARED DATA Myntelligence collects different sets of data and analyse them in a structured way. Statistical lookalike algorithm and machine learning softwares helps to create the most accurate targeting features with more than 14 Mio qualified users. The Italian proof of concept ITALIAN POPULATION WEB POPULATION IDENTIFIED USERS QUALIFIED USERS HIGHLY QUALIFIED PANEL 63 MLN 27.5 MLN 23 MLN 14 MLN 8 MLN 1.2 MLN Integrating with our clients s CRM enables Myntelligence to target 180 time more precisely than any Audience Rating companies. BANK ONLINE CRM DATA 7 MLN AUDIENCE RATING AVERAGE PANEL 40 K

15 CAPITALISE ON USERS DATA We ensure that our client can capitalise on data in many ways. 1. Thanks to the cookie-less technology. they can move ad costs into a capital expenditure 2. They can monetise their data assets by selling these to other companies that need them. 3. If they have commercial cliente they can become media agencies and manage other companies advertising investment and buy targeted audience for them. DATA ASSET CAPEX MONETIZE

16 A SHARED DATA BASE Customer data are combined with socio - demographic profiling data and associated user when browse online This process takes is possible through fingerprinting technology, which identifies the device and analyzes its navigation. Through intensive collection of information, Myntelligence is capable to deliver advertising only to group of profiled and targeted users for re-targeting and prospecting campaigns. CLIENT CRM NAME John Last Name Bleur CRM Client Account Service purchased Service A ENRICHED SEGMENTS LOOKALIKES SHARED DATA Age and Gender Male Vertical Preference Sport and Luury Purchase Intent Home, Travel, Car Income High

17 YOUR CUSTOMER JOURNEY Marta, a 35 years old woman that lives in Rome, makes a log-in in her online banking account. Marta s device unique ID is generated by Myntelligence tracking technology. Marta continues to surf the web looking for sites that can help her to find a house in Rome that she desires. UPSELL & CROSS SELL Marta go back to her bank website for a transaction and the home page provide her a new loan offering. CAMPAIGN TARGETING when she start browsing again the web she will see the right loan offering advertisement. CRM DMP Data is also integrated towards the CRM of the bank for further analysis. Marta s purchase intent is captured by Myntelligence tracker on millions of ads displayed on different websites.

18 MYNTELLIGENCE MARKETPLACE DATA MARKETPLACE IN-HOUSE TRADING DESK ADVERTISER ADVERTISER ADVERTISER ADVERTISER PRIVATE DATA MARKETPLACE PMP DEALS ADVERTISER ADVERTISER ADVERTISER PUBLISHER PUBLISHER PUBLISHER Our Clients can publish their segment on Myntelligence Data Marketplace and make them available for exchange or purchase by other clients. Each client can manage their own deals with Media. By using this feature Companies can start selling advertising to their own commercial clients.

19 INDUSTRY COLLABORATION Myntelligence collaborates with System Integrators such as Accenture, KPMG, Reply and with Media Agencies when integrating with clients process and ecosystems. CRM Integration Tracking Analytics Intelligence SaaS Segment Strategy & Know-How Media Buying Strategy. System Integrators Media Agency Media Agency

20 SEAMLESS INTEGRATION Integration with client CRM is required to "connect" a browsing user to a client and analyse its socio-demographic profile (gender and age) of their typical customer. Client PII (personal identifiable Information) are not required. MOBILE WEBSITE SOCIAL NETWORKS ADV SEGMENT 1 SEGMENT 2 CRM This simple operation makes possible to integrate with clients data and start profiling users for further segmentation.

21 FINGERPRINT UID AND DMP/DSP/SSP SYNCHING Using the fingerprinting technology, Myntelligence application identifies John Doe as a unique user. He is given the fingerprint ID F01. John Doe User Syncing is carried out with a 3rd party DMP to obtain DMP UID (user ID). Myntelligence Time: T1 User Redirect DMP UID DMP User ID, MUID1 is sent to the Myntelligence application from the DMP. The DMP UID is saved. Synch between MUID1 and DUID1 DMP is constantly synch with DSP Users IDs. so that MUID1 will be equivalent to DUID1. Synch between DUID1 and SUID1 Application DMP DSP SSP Equally DSPs are constantly synch with SSPs Users IDs. so that DUID1 will have an equivalent SUID1. John Doe is identified as Fingerprint UID: F01 DMP UID: DUID1 Time: T2 T1<T2 User Redirect Synch between MUID2 and DUID2 Synch between DUID2 and SUID2 DMP DSP SSP DMP UID John Doe is identified as Fingerprint UID: F01 DMP UID: DUID The user clears the browser cache and deletes the cookies. Using the fingerprinting technology, Myntelligence application identifies John Doe as a previously identified user. His fingerprint ID is identified as F01. User Syncing is reprocessed to capture the most recent DMP ID. DMP User ID, DUID2 is sent to the Myntelligence application from the DMP. DMP has categorised the user as a new user. Myntelligence application will update the identity of the user John Doe as, Fingerprint UID: F01 DMP UID: DUID2 Myntelligence application will deliver a campaign on John Doe leveraging DMP/ DSP/SSP user synch

22 SCALABLE ARCHITECTURE A reliable and scalable solution with the most advanced technological resources available today. AWS S3

23 KEY ADVANTAGES Targeting performance allows up to 40% of savings on digital ad spend. Buying media on your own will reduce agency costs and could access to most convenient prices. With Myntelligence, the investment in advertising becomes a Capital Expenditure (CapE) increasing company EBITDA. An easy to use platform for all Marketers. One Single Point of Contact across all media buying cycle EFFECTIVE TARGETING COST OPTIMIZATION CAPEX INVESTMENT INTEGRATED SUITE EASY TO USE Thanks to fingerprint technology, ad dispersion on the target is minimized. 85% of "in target" performance. An integrated suite with one single access to data segmentation, normalization and activation. An unique identifier for client audience

24 KEY DIFFERENTIATORS Pure DMP DSPs Cookie-less Technology Web Analytics Trading Desk Data Marketplace Full-Stack Suite DMP DSP Cookie-less Technology Web Analytics Trading Desk Data Marketplace Full-Stack Suite DMP DSP Cookie-less Technology Web Analytics Trading Desk Data Marketplace Full-Stack Suite DMP DSP DSP Cookie-less Technology Trading Desk Full-Stack Suite Cookie-less Technology Web Analytics Trading Desk Full-Stack Suite

25 OUR OFFERING WHITE LABEL TRADING DESK Manage your buying through Myntelligence managed service full suited solution and negotiate directly with media. DATA MONETIZATION Publish your segment on the Market Data and monetize them immediately only to the companies you want. CAMPAIGN CONVERSION REPORTING Run campaigns against different segment and measure result of conversions and audience reach. DSP AND DMP PLATFORM Study your audience and create segment to activate on the RTB market. Retarget your users or discover new prospecting audience. MEDIA ANALITICS Analyze your touchpoint across owned, paid and earned media. Track seamlessly your conversion point and analyze results.