presents
Everything You Need to
Know About Mobile Ad Tech
JENNIFER LUM
@lum
My mobile background
2
Boston mobile companies
Boston mobile investments
What we are going to cover
3
•How mobile ad tech is different from online ad tech
•Key categories and category leaders in m...
What we are not going to cover
4
•Industry stats and trends
•Categories not-core to buying and selling ads
•Mobile ad camp...
Key players
5
Advertiser Publisher
Key players
5
Advertiser Publisher
Essentials
•Understand the profile of target customers and their media consumption patte...
Videos
6
Did you do your homework?
quick video
Mobile vs Online
What’s the difference?
7
Online Mobile
Identifier Cookies No standard ID
Media Browser Browser & App
Data
I...
No cookies, now what?
8
•Cookies - not supported in apps, mobile safari browser
•Device identifiers - IDFA, Android ID
•Fin...
No cookies, now what?
8
•Cookies - not supported in apps, mobile safari browser
•Device identifiers - IDFA, Android ID
•Fin...
Data - how to apply?
9
-Male
-25-34
-Home owner
-Shops at Macy’s
-Drinks Starbucks
-In market - Auto
-Purchased TV >1yr
Landscape
10
Landscape
10
P
U
B
L
I
S
H
E
R
Key Metrics
11
Advertiser Publisher
Pricing models
•Sponsorship/take-over/SOV
•CPM - cost per 1k impressions
•CPC - cost p...
Sellers
12
•Who: Publishers, App Developers
•Goal: To monetize their audience efficiently to drive maximum revenue
•Tech req...
Buyers
13
•Who: Advertisers, Agencies & Trading desks
•Goal: To reach their target customers efficiently and at scale
•Tech ...
Intermediaries/Aggregators
14
Networks Exchanges
Aggregate inventory Yes Yes
Source of ads Direct sales DSPs
Pricing model...
Did we forget anyone?
15
Did we forget anyone?
15
Google
16
DoubleClick is the ad technology foundation to
create, transact, and manage digital advertising for
the world's ...
Did we forget anyone else?
17
How money flows
18
Publishers
Advertisers/
Agencies
DSP
SSP/
Mediators/
Exchanges
Ad Networks
10-20%
margin
10-20% rev shar...
Where to start: Advertisers
19
•Budget
•Campaign objectives
•Existing platforms
•Campaign and vendor management - inhouse ...
Where to start: Publishers and App Developers
20
•Mobile website and/or app
•Ad Placement
•Content and Audience
•Existing ...
Reference
21
•Industry associations: IAB, MMA, MITX
•Trade publications: Mobile Marketer, AdExchanger, MediaPost, AdWeek
•...
Course Title
Course Title
INSTRUCTOR NAME
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Everything You Need to Know About Mobile Ad Tech

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As the world of digital marketing continues to evolve, more and more companies are turning to the maturing mobile sphere to market their products. Learn about key categories and category leaders in mobile ad tech, ow mobile ad tech is different from online ad tech, and how money flows across the landscape. Slides taken from a class taught by Jennifer Lum, cofounder of Adelphic Mobile. Learn more from the experts at http://intelligent.ly/learn

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Everything You Need to Know About Mobile Ad Tech

  1. 1. presents Everything You Need to Know About Mobile Ad Tech JENNIFER LUM @lum
  2. 2. My mobile background 2 Boston mobile companies Boston mobile investments
  3. 3. What we are going to cover 3 •How mobile ad tech is different from online ad tech •Key categories and category leaders in mobile ad tech •How money flows across the landscape  •Where to start as an advertiser, a publisher or app developer 
  4. 4. What we are not going to cover 4 •Industry stats and trends •Categories not-core to buying and selling ads •Mobile ad campaign tactics or strategies
  5. 5. Key players 5 Advertiser Publisher
  6. 6. Key players 5 Advertiser Publisher Essentials •Understand the profile of target customers and their media consumption patterns •Know how to target customers and the price of the inventory •Be able to measure campaign effectiveness •Generate positive ROI on paid ads
  7. 7. Videos 6 Did you do your homework? quick video
  8. 8. Mobile vs Online What’s the difference? 7 Online Mobile Identifier Cookies No standard ID Media Browser Browser & App Data Individual & Household Device Interactivity & Screen Size Good Average Commerce Yes Limited
  9. 9. No cookies, now what? 8 •Cookies - not supported in apps, mobile safari browser •Device identifiers - IDFA, Android ID •Fingerprinting
  10. 10. No cookies, now what? 8 •Cookies - not supported in apps, mobile safari browser •Device identifiers - IDFA, Android ID •Fingerprinting
  11. 11. Data - how to apply? 9 -Male -25-34 -Home owner -Shops at Macy’s -Drinks Starbucks -In market - Auto -Purchased TV >1yr
  12. 12. Landscape 10
  13. 13. Landscape 10 P U B L I S H E R
  14. 14. Key Metrics 11 Advertiser Publisher Pricing models •Sponsorship/take-over/SOV •CPM - cost per 1k impressions •CPC - cost per click •CPA - cost per action Key Metrics •Revenue •eCPM - Revenue/(Impressions/1000) •Fill rate - Impressions/Ad requests Key Metrics •Sales •Delivery - Daily budget •Engagement - CTR, CR
  15. 15. Sellers 12 •Who: Publishers, App Developers •Goal: To monetize their audience efficiently to drive maximum revenue •Tech requirements: •Mobile website and/or app - ad inventory •Analytics - understand your audience •Platform - Ad server/SSP
  16. 16. Buyers 13 •Who: Advertisers, Agencies & Trading desks •Goal: To reach their target customers efficiently and at scale •Tech requirements: •Creative/Rich media •Ad server/campaign management •Tracking, measurement •DSP
  17. 17. Intermediaries/Aggregators 14 Networks Exchanges Aggregate inventory Yes Yes Source of ads Direct sales DSPs Pricing model Guaranteed price Real-time bidding (RTB) Companies
  18. 18. Did we forget anyone? 15
  19. 19. Did we forget anyone? 15
  20. 20. Google 16 DoubleClick is the ad technology foundation to create, transact, and manage digital advertising for the world's buyers, creators and sellers. •AdWords •AdSense •AdMob •AdMeld •AdX •DFP •DFA •Bid manager •Rich Media •Sales/Audience management
  21. 21. Did we forget anyone else? 17
  22. 22. How money flows 18 Publishers Advertisers/ Agencies DSP SSP/ Mediators/ Exchanges Ad Networks 10-20% margin 10-20% rev share 20%-40% rev share 60%-80% rev share Ad IO Ad IO Ad IO User Ads Ads Ad IO
  23. 23. Where to start: Advertisers 19 •Budget •Campaign objectives •Existing platforms •Campaign and vendor management - inhouse vs outsource •Buying - Guaranteed or RTB
  24. 24. Where to start: Publishers and App Developers 20 •Mobile website and/or app •Ad Placement •Content and Audience •Existing platforms •Campaign and vendor management - inhouse vs outsource •Sales - direct vs rep •Selling - Guaranteed vs RTB
  25. 25. Reference 21 •Industry associations: IAB, MMA, MITX •Trade publications: Mobile Marketer, AdExchanger, MediaPost, AdWeek •Conferences: IAB, MMA, MITX, Mobile Media Summit, Appnation •Boston mobile ad companies:
  26. 26. Course Title Course Title INSTRUCTOR NAME
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