Agency Trading Desk Varick Media Management Releases Homegrown Data Management Platform

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MDC Partners trading desk Varick Media Management announces its Data Management Platform, "The Lens"

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Varick Media Management (VMM) has released its Data Management Platform (DMP) to drive audience analysis and insights for online advertising campaigns. Dubbed “The Lens,” the DMP enables VMM’s skilled group of engineers and analysts to collect and sync first-party user data with third-party data segments for audience definition and high-level analysis.

“The words ‘Data Management Platform’ are thrown around a lot in the ad-tech space, yet there’s little transparency into what a DMP really is,” says Paul Rostkowski, President of VMM. “Our DMP consists of the following: a centralized point for data syncing; a tool for audience analysis and insights; and the group of experts we employ to make sense of the vast amounts of data we see while providing full transparency to the client.”

After failing to find an adequate data management tool available for purchase or rent, VMM decided to build its own DMP. “Managing data in any business includes engineers who collect the data, and data scientists who know how to parse through it. Building our own Data Management Platform from scratch has given us a level of understanding a purchased product couldn’t afford, both for our knowledge of the inner workings of our industry, as well as our buying techniques,” said Keith Gooberman, VMM’s Director of Yield Operations, Data, and Analytics. VMM’s DMP is currently hosted by Amazon Web Services.

The Lens leverages a proprietary pixel server to tag and identify users site-side with audience cookies. Its pixel server is secure and scalable to 40,000 queries per second (QPSs), meaning that Gooberman’s team can ID a user before his or her webpage finishes loading.

The pixel server uses JavaScript to make external calls to third-party data sources via all of the major data exchanges, including Brilig and CrossPixel. A syncing process allows for The Lens to verify third-party data segments by finding the intersection between its own data and data collected by third parties. The DMP can then determine the segments a user falls into, and use those segments for campaign optimization, as well as providing the advertiser insight into its audience.

The Varick Insights Platform (VIP) is a capability of The Lens that functions as an audience planning and discovery tool. VIP can analyze data in real-time and helps marketers optimize their creative before, during, and after campaigns to increase a brand’s relevancy to its targeted audience.

Rostkowski insists that the DMP’s technological capabilities are supplementary to VMM’s human capital.

“The speed at which we can validate audience data, glean actionable insights, and make real-time decisions is supported by our built-from-scratch technology,” says Rostkowski, “but the real value lies in our yield optimization and data analysis team. This group has the expertise required to turn data into lucrative marketing strategies.”

About Varick Media Management

Varick Media Management (VMM) was born out of MDC Partners in 2008 as the first data-driven trading desk for agencies and brands. VMM’s skilled human capital leverages granular audience insights and real-time bidding through a multi-bid tech approach to drive outcomes.

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Eva Johnson
Varick Media Management
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