Demand Side Platforms<br />What is a DSP?<br />DSPs are media buying tools that help buyers aggregate, bid on, and optimize digital inventory across ad exchanges and yield management platforms. <br />Advertiser Benefits:<br /><ul><li>Improves display ROI
Learning: Creative Optimization is Key<br />Challenge:<br />Maximize campaign performance, targeting across Creative, Consumer and Context<br />Results:<br />Deciding on right creative for each ad was most important on 48% of the campaigns<br /><ul><li>Yet, on a significant number of campaigns, it was either Context or Consumer</li></ul>Conclusions:<br />Best approach is to use the data, and automatically adapt<br /><ul><li>One-size-fits-all, rigid approaches are always doomed
2/3 of online display impressions sold on a non-guaranteed basis
RTB is nascent (“industry beta”): limited inventory, today small (but fast-growing!) % of total spend</li></ul>Notable drivers on the BUY side:<br /><ul><li>4 agency holding companies control > 50% of US ad spend
Each has created a trading desk to fix the problems inherent in the buying of digital media (duplication, opacity, quality, efficiency)
Agencies working to move spend to trading desks
Who should have access to my inventory? When? Where?
How should I manage my advertiser & agency relationships?</li></ul>Flexibility:<br /><ul><li>Is there technology that will enable me to offer priority access to inventory (non-guaranteed) to certain partners on the fly?</li></ul>Visibility<br /><ul><li>What inventory should I make available for RTB?(sites, zones, ad sizes, user sessions, etc.)
How can I get the same insight into my inventory, audience and revenue that the buy-side has?</li></ul>Data and Safety<br /><ul><li>Do you have the right technology and contractual controls to protect my inventory, sales and data assets? </li></ul> <br /> <br />
Mobile Campaign Measurement – Your Questions Answered </li></ul> Wednesday, January 12, 2010 Noon EST<br />Professional Development Classes (NYC)<br />IAB Classes on Professional Presentations, and the Digital Ecosystem starting mid-January… stay tuned! <br />IAB Annual Leadership Meeting <br />Palm Springs, California <br /> February 27 – March 1, 2011 <br />
Credits, Future Webinars<br />Earn Credits for attending IAB Webinars<br /> Individuals earn one (1) hour credit for each webinar attended through the IAB. <br /> For further information on the IAB Digital Advertising Certificate, please visit: www.iab.net/events_training/certificate<br />Member Led Seminar Submissions<br />If you are a member of the IAB, we encourage you to submit proposals for future webinars. There is no cost to members for these sessions, and we hope they will provide a valuable forum for members to showcase their latest insights, research, and technologies. <br />To submit a webinar proposal, email firstname.lastname@example.org, or visit www.iab.net/member_webinar_submission<br />
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