The Future’s Bright
The Future’s Mobile
Peter O’Mara-Kane
Head of Agency Sales, EMEA,
Best of breed programmatic technology
Millennial Media & AppNexus
Supporting programmatic access to Millennial Media’s pre...
83% of U.K. adults own a
smartphone; nearly the
same amount that own a
laptop (85%)
30% of adults in Great
Britain say the...
Mobile
connects
moments
The data tells a story that
is more than measurable.
It’s mappable.
Mobile allows advertisers
to engage with
consumers like no other
medium can
Device diversity
Creative case studies
Activision: Call of Duty
• The rich media Photoshoot unit drove over 15,000
consumer interactions.
•...
0%
5%
10%
15%
20%
25%
30%
2013 2014 2015 2016 2017
Share of programmatic V’s Mobile Display Ad Sales (%)
UK
France
Germany...
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
D...
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
D...
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
D...
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
D...
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
D...
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
D...
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
D...
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
D...
Mobile Programmatic
Transforming digital advertising as we know it
• 1:1 marketing
• Real-time engagement
• Increased ROI
The importance of data
Sampling of our data partners
Data from our SDK
Connecting Mindsets & Moments
• 60K+ mobile apps and websites
have integrated Millennial
Media’s SDK
• Providing data-rich...
Reach unique users by intelligently
interpreting mobile-first signals to buy
valuable impressions programmatically
 Ad Si...
 Ad Size
 Ad Type
 App ID
 App Store URL
 AppNexus ID
 Carrier
 Connection Type
 Country
 Device ID
 Device OS
...
Access premium mobile inventory with greater
transparency in a Private Marketplace
• Preferred access to inventory
• Custo...
MMX is one of the
industry’s largest
sources of
programmatic MRAID-
compatible media
• Standard banners
• Full-screen inte...
Built for mobile
Reach pinpointed audiences at scale
Leverage web, mobile or offline data, or use Millennial
Media audienc...
Best practice for running mobile
programmatic campaigns
Conversion
Tracking &
Optimisation
Reliable &
Scalable
Technology
...
We deliver.
And we do it at scale.
650MM+
Monthly unique
worldwide users
60,000+
More than
60k apps
9,000
Approximately
9k...
Thank You.
Pete O’Mara-Kane
Head of Agency Sales, EMEA
pomarakane@millennialmedia.com
Visit www.millennialmedia.com/mmx
Co...
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Making Sense of Programmatic Buying - Millennial Media

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Making Sense of Programmatic Buying

Published in: Mobile, Technology, Business

Making Sense of Programmatic Buying - Millennial Media

  1. 1. The Future’s Bright The Future’s Mobile Peter O’Mara-Kane Head of Agency Sales, EMEA,
  2. 2. Best of breed programmatic technology Millennial Media & AppNexus Supporting programmatic access to Millennial Media’s premium inventory • Unrivaled scale and premium inventory • Unique audience data • Best of breed programmatic technology
  3. 3. 83% of U.K. adults own a smartphone; nearly the same amount that own a laptop (85%) 30% of adults in Great Britain say they use their smartphone to locate places 68% of U.K. adults take pictures or video with their smartphone People moveBetween screens, places, and moments
  4. 4. Mobile connects moments The data tells a story that is more than measurable. It’s mappable.
  5. 5. Mobile allows advertisers to engage with consumers like no other medium can Device diversity
  6. 6. Creative case studies Activision: Call of Duty • The rich media Photoshoot unit drove over 15,000 consumer interactions. • Call of Duty: Black Ops II grossed over $1 billion in 15 days North Face: Never Stop Exploring • Over 319,000 completed video views in Germany and more than 114,000 in Italy • Engagement rate with local The North Face sites of 9.5% in Germany and 8.5% in Italy • Of the total completed views, 33% of viewers in Germany and 19% in Italy replayed the video a 2nd time, resulting in an additional 128,000 video views for The North Face
  7. 7. 0% 5% 10% 15% 20% 25% 30% 2013 2014 2015 2016 2017 Share of programmatic V’s Mobile Display Ad Sales (%) UK France Germany USA Japan What is programmatic buying: • Technology-driven media purchases, optimisations • Rules-based media buys and management • Automated media buys leveraging pre-set rules, data and algorithms Programmatic: a different way to purchase inventory
  8. 8. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. Glossary: Basic Terminology
  9. 9. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media Glossary: Basic Terminology
  10. 10. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Glossary: Basic Terminology
  11. 11. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. Glossary: Basic Terminology
  12. 12. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences. Glossary: Basic Terminology
  13. 13. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences. A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers. Glossary: Basic Terminology
  14. 14. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences. A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers. Premium Programmatic, focuses on high- quality premium inventory available programmatically to achieve CTR, conversion and eCPM results comparable to guaranteed buys. Glossary: Basic Terminology
  15. 15. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences. A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers. Premium Programmatic, focuses on high- quality premium inventory available programmatically to achieve CTR, conversion and eCPM results comparable to guaranteed buys. A Software Development Kit (SDK) is a piece of code that sits within an app & facilitates the passing of 1st party data between the app & the ad platform. Glossary: Basic Terminology
  16. 16. Mobile Programmatic Transforming digital advertising as we know it • 1:1 marketing • Real-time engagement • Increased ROI
  17. 17. The importance of data Sampling of our data partners Data from our SDK
  18. 18. Connecting Mindsets & Moments • 60K+ mobile apps and websites have integrated Millennial Media’s SDK • Providing data-rich impressions with more than 15 mobile-first targetable dimensions of every ad call within MMX
  19. 19. Reach unique users by intelligently interpreting mobile-first signals to buy valuable impressions programmatically  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Reaching pinpointed audiences on MMX
  20. 20.  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Find your online audience in mobile Reach consumers across screens by leveraging AppNexus IDs to purchase impressions in MMX 1:1 match enables clients to target users across screens Millennial Media ID AppNexus ID Client ID
  21. 21. Access premium mobile inventory with greater transparency in a Private Marketplace • Preferred access to inventory • Custom whitelist of sites to target • “First-look” access to this inventory on MMX Target users based on channel or audience  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Align your brand with high quality content
  22. 22. MMX is one of the industry’s largest sources of programmatic MRAID- compatible media • Standard banners • Full-screen interstitial • Rich Media • Video* *Coming 2H2014  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Engage your audience with unique ad formats
  23. 23. Built for mobile Reach pinpointed audiences at scale Leverage web, mobile or offline data, or use Millennial Media audiences, to target users across screens Scale at the impression level Engaging ad formats on more than 1 billion data-rich mobile impressions per day across mobile web & in-app inventory Purist mobile signals available Transparency at the impression level on 15+ mobile first dimensions delivered by Millennial Media’s SDK install base Premium programmatic
  24. 24. Best practice for running mobile programmatic campaigns Conversion Tracking & Optimisation Reliable & Scalable Technology Partners Campaign Flexibility Advanced Goal Planning
  25. 25. We deliver. And we do it at scale. 650MM+ Monthly unique worldwide users 60,000+ More than 60k apps 9,000 Approximately 9k devices 52MM+ cross-screen users alone
  26. 26. Thank You. Pete O’Mara-Kane Head of Agency Sales, EMEA pomarakane@millennialmedia.com Visit www.millennialmedia.com/mmx Contact us at rtb@millennialmedia.com
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