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Data - влияние на медийную рекламу. Факторы успеха для RTB и повышения конверсий (Дирк Хенке / Criteo)
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Data - влияние на медийную рекламу. Факторы успеха для RTB и повышения конверсий (Дирк Хенке / Criteo)

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Data - влияние на медийную рекламу. Факторы успеха для RTB и повышения конверсий (Дирк Хенке / Criteo)

Data - влияние на медийную рекламу. Факторы успеха для RTB и повышения конверсий (Дирк Хенке / Criteo)

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  • 1. THE IMPACT OF DATA IN DISPLAY ADVERTISING Dirk HENKE Managing Director Eastern Europe
  • 2. IN THE YEAR 1960 Copyright ©©2013 Criteo. Confidential. Copyright 2013 Criteo. Confidential. 2 2
  • 3. 15 Billion RTB requests / per day Copyright © 2013 Criteo. Confidential. 3
  • 4. RTB IS ONLY ONE WAY TO BUY DISPLAY STILL A SMALL BASE USA UK DE FR RTB-Based online display ad sales Non RTB-Based 2.94% 2010 8.31% 2011 14.13% 2012 18.80% 2013 22.41% 2014 25.65% 2015 Source IDC (International Data Corporation) - 2011 Copyright © 2012. 4
  • 5. 5% Estimated RTB share in display buying in Russia in 2013* *Source: IAB Russia Copyright © 2013 Criteo. Confidential. 5
  • 6. PERSONALIZED ADS IN REAL TIME
  • 7. 7000 Banners created / each second Copyright © 2013 Criteo. Confidential. 7
  • 8. OUR GOAL: MAKING DISPLAY PERFORM THE RIGHT USER AT THE RIGHT TIME WITH THE RIGHT MESSAGE BUY BUY OPTIMIZED FOR SALES. BILLED ONLY WHEN A USER CLICKS 8
  • 9. 3.ENGAGE THE RIGHT PERSONALIZED MESSAGE Criteo’s engine combines the most relevant data to address the right message RUN.com Social Demographics Age, gender, wealth Browsing Websites, time of day/week The shop online only for runners Environment Location, weather RUN.com T he shop online only for runners Keywords General intent, specific intent Onsite behavior Products, shopping basket, check out, CRM 9
  • 10. REAL TIME DATA ANALYSIS FOR REAL-TIME DECISION MAKING Background Layout Colours Opt-out link Slogans WARM MEETS LIGHT ALL ORIGINALS #REPRESENT SWEET NOTHING ADDIDAS IS ALL IN Call to actions all original #represent JOIN NOW JOIN NOW JOIN NOW SHOP NOW SHOP NOW SJOI N NOW HOP Butons SEE MORE SEE MORE CLICK HERE CLICK HERE SEE MORE Copyright © 2013 Criteo. Confidential. 10
  • 11. PERSONALIZED ADS MATCHES SEARCHERS’ INTENT WITH PERSONALIZED BANNERS AT THE PRODUCT LEVEL. X6 CTR vs RON Copyright © 2013 Criteo. Confidential 11
  • 12. REAL TIME PROCESSING OF « BIG » DATA
  • 13. PROCESSING HUGE AMOUNTS OF DATA EVERY DAY SOME « BIG » NUMBERS AT CRITEO AROUND 2000 7000 BANNERS SERVERS 500K 7 DATACENTERS ON 4 783 app CONTINENTS 500 000 HITS PER SECOND downloads / sec. on iStore HTTP requests / sec. (peak) http:// CREATED EACH SECOND HADOOP CLUSTER : 2 PETABYTES INCLUDING 160 NODES 33 K searches / sec. MORE THAN 170 000 PEAK RTB TRANSIT : > 15 GBIT/S 7000 banners / sec. € EVERY SECOND OF THE DAY 170K requests / sec. on RTB • 5 TB more data / day = 5124 Go • More than 2 Petaoctets (2000 Teraoctets) of Storage Big Data • Time for a RTB request processing : less than 10 milliseconds 11 K 1666 tweets / sec. 12700 facebook posts / sec. pictures / sec. CRITEO STATISTICS BENCHMARK STATISTICS SOURCE : HTTP://NEWS.INV ESTORS. COM Copyright © 2013 Criteo. Confidential. 13
  • 14. CRITEO BACKSTAGE A TECH COMPANY SALES & BIZ DEV ACCOUNT STRATEGISTS / SALES MEDIA BUYERS INTEGRATION & SUPPORT PROJECT MANAGEMENT AND COORDINATE MAJOR CLIENT INTEGRATIONS BUSINESS INTELLIGENCE ADVERTISER ANALYSIS AND OPTIMIZATION REPORTING TOOLS AND METRICS INFRASTRUCTURE & SCALABILITY 24/7 SERVICE / HADOOP TECHNOLOGY / HPC… 7 DATACENTERS NEW PRODUCTS CO-MARKETING / CRITEO KEYWORDS / UPPER FUNNEL AND MORE TO COME… ADVERTISERS & PUBLISHERS ALGORITHM TRANSPOSITION / BANNERS ADVERTISERS & PUBLISHERS PLATFORMS ENGINE ALGORITHM PREDICTION & RECOMMENDATIONS AUTOMATIC BUYING Copyright © 2013 Criteo. Confidential. 14
  • 15. QUESTIONS ?
  • 16. THANK YOU! Dirk HENKE Contact: d.henke@criteo.com 16