RTB - 8. april - Marcus Kloots, Platform161

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RTB - 8. april - Marcus Kloots, Platform161

  1. 1. Aarhus | 2014 PLATFORM161
  2. 2. General Manager Platform161 & 161MEDIA MARC VERSCHOOR
  3. 3. Platform161 | www.platform161.com‹#›
  4. 4. Platform161 | www.platform161.com4 APostcard
  5. 5. Platform161 | www.platform161.com5 Not just change,fast change
  6. 6. Platform161 | www.platform161.comPlatform161 | www.platform161.com Introduction 1
  7. 7. Platform161 | www.platform161.com7 Who we are
  8. 8. Platform161 | www.platform161.com8 HistoryPlatform161and 161MEDIA Start ClickDistrict as premium response network by Marco Kloots Investment by eValue (Thomas Falk) Successful opening of first international office in Düsseldorf Launch of the European DSP-Technology Platform 161 Opening office in Spain Opening office in Sweden and Russia Rebranding in 161MEDIA 2007 2008 2009 2010 2011 2012 2013
  9. 9. Platform161 | www.platform161.com9 Our companyname isbasedon 𝜑 = 1,61 - the idealratio in nature, scienceand art
  10. 10. 10 We have offices in over 6 countries We employ nearly 80 people
  11. 11. Platform161 | www.platform161.com11 Operating inmultiplecountries
  12. 12. Platform161 | www.platform161.com12 Platform161 o Platform161 is the first Pan-European independently built technology for digital advertisers. o Custom developed self learning algorithm o Platform161 has a centralized bidding system to bid on Display, Mobile, Video en Social Media o Platform161 of all possibilities in banner sizes. o Focus on data visualization and intuitive User Interface o Strong learning because of data storage and processing
  13. 13. Platform161 | www.platform161.com Automated Trading2 Platform161 | www.platform161.com
  14. 14. Platform161 | www.platform161.com14 The differencebetween off- and online(with automated trading) • No more bulk buying • Buy every impression/view deliberately • Spend every euro effectively • Create concrete KPI’s • Result are easily measured • Target audiences can be tested • Campaigns can easily be adjusted during running period
  15. 15. Platform161 | www.platform161.com15 RTBthe basics • Digital medium • Automated process • Second price auction • Huge volume of transactions • CPM-based • Overcapacity
  16. 16. Platform161 | www.platform161.com16 The auction SSP Cnn.com Above the fold 468x60 23:40 DSP Interest in carMaleSunday One Impression
  17. 17. Platform161 | www.platform161.com17 The market in2006 Advertiser Agency Network Publisher 2007
  18. 18. Platform161 | www.platform161.com18 Current market Publisher Trading Desk/DSP Advertiser Agency Data Verification SSP Network
  19. 19. Platform161 | www.platform161.com‹#› Online“Trading”in the past
  20. 20. Platform161 | www.platform161.com‹#› Present SSP DSPAd Exchange Real Time Bidding
  21. 21. Platform161 | www.platform161.com21 Important participants DSP SSP
  22. 22. Platform161 | www.platform161.com22 Impact of technology • Take decisions (CPC to CPM) • Anomaly Clicks (!) filtering • Efficient buying: frequency VS value • Data processing
  23. 23. Platform161 | www.platform161.com23 Optimization • In an open market the quality of Optimization is KEY. • We process more data faster than any other out-of-the-box technology around. • We have an optimization engine that learns how and where your users interact with your inventory • Industry leading optimization and build loop • Easily introduce more variables to the prediction model • Algorithm designed to increase performance and eliminate waste
  24. 24. Platform161 | www.platform161.com TheAdvertisers 2 Platform161 | www.platform161.com
  25. 25. Platform161 | www.platform161.com25 310 Mio. > 100k € Less important Important DSP Optimizations feature CPM 500 Mio. w/ 28 countries 10 – 50k € Very important For Optimization not allowed CPM/ CPC / CPA Inhabitants Average test budget Data privacy issues IP - Address Price calculation models Share Inventory SSP vs. Managed Inventory of Publisher 90 % / 10% 30 % / 70% (Water fall) DifferenceUS and Europeanmarket
  26. 26. Platform161 | www.platform161.com26 KeyDifferentiatorsPlatform 161 vs. out of the box DSP’s • Technology | Best of breed technology results in 50% outperformance of leading US DSP’s • Dedicated bidder | Platform 161 is the only DSP provider in the world who offers a dedicated RTB bidder.All leading US DSP providers only offer shared bidder services. • Data ownership | Platform 161 offers 100% data ownership for a client.All leading US DSP providers only offer shared data ownership. • Custom solution | Platform 161 only offers a custom install. We don’t believe in ‘one size fits all’. • Custom development | Platform 161 has in-house developers who can develop to specific needs of our clients. • Cookie space | Platform 161 enables clients to serve ads from their existing cookie domain. This means no data stored in cookies will be lost.
  27. 27. Platform161 | www.platform161.com27 Audiences • To create the right profile of your targeting audience and to find the right users online is KEY • We have a built in audience builder saving the cost of behavioral tools. • Audiences can be built on a wide variety of data points • External data can be added seamlessly
  28. 28. Platform161 | www.platform161.com28 Audiences • For us every impression, conversion, click and pixel call is a data point for buildingAudiences • We can buildAudiences within the system combining all data an advertiser collects • These Audiences are unique and cannot be created outside the Platform • We can create combinations of third party data with our own data • The audiences are built from the same cookie base as ad- serving, turning any reporting result into an audience • The audience builder works with a very intuitive drag and drop feature
  29. 29. Platform161 | www.platform161.com29 Anomalyclicks HIGH VOLUMES OF UNUSUAL CLICK ACTIVITY HIGH CTR AND ECPM GUIDING CAMPAIGN TOWARDS FRAUDULENT INVENTORY HIGH CPA
  30. 30. Platform161 | www.platform161.com‹#› Marketer Challenges How do I coordinate my messaging? Multiple media channels How do I maximize ROI? Custom KPIs How do I protect my brand? Billions of ad impressions Who are my target audiences? Big data (individual buying vs bulk buying)
  31. 31. Platform161 | www.platform161.com31 AdvertiserKPI’s In general there are 3 digital possibilities: - Branding - Response (traffic) - Response (conversions)
  32. 32. Platform161 | www.platform161.com32 BRANDING Cost Per Mille CPM options: - CPM RON - CPM Audience (1st party data, 3rd party data) - CPM Channels On all campaigns added functionality: - CTR optimization - CVR optimization
  33. 33. Platform161 | www.platform161.com33 PERFORMANCE(TRAFFIC) Cost Per Click • Generating clicks -> CPC • Preferably no targeting restrictions. • The campaign will find target audience • Campaign will deliver quality traffic (blacklisting)
  34. 34. Platform161 | www.platform161.com34 PERFORMANCE(CONVERSIONS) Cost PerAction • Generating conversion -> CPA • Algorithm will find users most likely to convert. • Conversion attribution • Retargeting • Call to action • Landing page
  35. 35. Platform161 | www.platform161.com35 Retargeting • Find a user that has visited your website • Optimized frequency cap • Dynamic retargeting • Engagement based pricing
  36. 36. Platform161 | www.platform161.com36 DealID - Closed “Pre” auction - Always CPM - No optimization - Site section targeting available
  37. 37. Platform161 | www.platform161.com‹#› DealID SSP DSP DEAL ID 123 Telegraph HP Size Floor price €5,- Target 123 Telegraph HP Size Bid Price Open Auction If no… Offer
  38. 38. Platform161 | www.platform161.com38 Clients: Advertiser and trading desks • Self- or Half Service DSP for Display, Mobile, Video and Social • Connected to all relevant SSPs • Direct booking CPM/CPC/CPX • Optimization not only on SSP- Inventory, but also on Managed Inventory • Transparent Model (no black box) Clients: Advertiser • Full Managed Online Media offering Audience and Performance Services (Display, Mobile, Video, CPX, Email) • Audience builder with more than 1.800 target groups • All invoicing types (CPM, CPC, CPX) • Arbitrage business Other than our major competition:Platform161isa leadingEuropeanDSPservicingboth AdvertiserandPublisherportfoliois much broader Clients: Publisher/SSPs • Optimization Platform • Increasing eCPM for the Publisher • Monetarization of their own 1st party data • Reach extension possibilities • Different pricing models
  39. 39. QUESTIONS ? PLATFORM161 JACOB OBRECHTPLEIN 1B 1071 KS AMSTERDAM WWW.PLATFORM161.COM

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