The Future of Real-Time Data in RTB environments


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Presentation by Gurbaksh Chahal at #PetitClub on November 18th 2011.

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The Future of Real-Time Data in RTB environments

  1. 1. The Future of Real-Time Data in RTB environments. Presented by: Gurbaksh Chahal, Founder, Chairman & CEO of RadiumOne.
  2. 2. Change is Fast-Paced
  3. 3. Social Sharing Data Hierarchy Example Companies Social Sharing Search Intent Click StreamPublisher CookieSegmentation
  4. 4. What is Social?It’s a platform where the audience gathers around you.Facebook / Twitter / G+ — You start a conversation through text, pictures, video, and links. — All of this generates immediate real-time traffic (distribution) vs. the old SEO/SEM way. — But the billion-dollar question, how do I measure ROI? Conversation? • Enable this dynamic data to find your customer.
  5. 5. Power of Social
  6. 6. Social Sharing GrowthLaw of Sharing y=2xA small base doubling many timesSharing growth growing at much fasterrate then user growth of any service onthe Internet
  7. 7. Social Sharing On The Open Web
  8. 8. Social Sharing On The Open Web(It’s not all happening on Facebook) Facebook eMail Other Twitter Y!Bookmarks Myspace Windows Live Delicious Digg Google Bookmarks Y!Buzz Reddit Stumble Upon Bebo Other Source: Silicon Alley Insider
  9. 9. Factors Driving Increases in Ad Spends 58% 39% 31%
  10. 10. Forrester: RTB To More Than Double in 2011 Source: Forrester, Q4 2010 10
  11. 11. RTB’s share of display spending still small, but growing rapidly
  12. 12. The Future of Data• Static Data: Any historical event aggregated over a period of time. – Lack of scale.• Dynamic Data: Real-time pieces of data constructed during a social conversation to group audiences together. – Creation of data by real-time.
  13. 13. First Era of Advertising (Performance / Arbritrage) Publisher Supply Demand Basic Adserver Middleman & Arbitrage The Demise Business Process Arbitrage
  14. 14. Second Era of Ad Networks (Behavioral / Static Data) Behavioral Data (Emergence of Static Data) Publisher Supply Demand Behavioral Adserver The Demise Behavioral Data Commoditized
  15. 15. CTRs continue to decline.5% of internet users account for 82% of all clicks*88% of US Internet Users DO NOT Click on display ads “ Today, marketers who attempt to optimize their advertising campaign solely around the click are assigning no value to the 88% of internet users who don’t click on an ad.” Gian Fulgoni Founder and Chairman – comScoreFocus on engagement with consumers- Tap into social behaviors Build YOUR Implicit Graph- Optimize to improve intent and recall*comScore Natural Born Clickers Study, May 2011
  16. 16. Expanding [Advertiser’s] FunnelWe continue to extendyour campaign throughrelevant connections Second GenerationShareGraph™ builds a Expansiontargeted consumer poolthat constantly expands. First Generation ExpansionWe do this in real-time Original Target
  17. 17. What does Tomorrow’s successful offering look like?RTB – Supply is no longer fragmented; will only be bought thisway.Social – How do you incorporate the social graph to find newcustomers?Dynamic Data – How else can you generate dynamic data vs. onlyfocusing on static forms of data?Platforms – Third party data is commodity. How do you buildyour own platforms to create defensibility.
  18. 18. What does success look like?Create unique access to clients’ audiences…ShareGraph™-By grouping audiences based on who they share the most with on the web,ShareGraph adds new users into the funnel and provides unduplicated reachFirst Party Data-Our products provide us with proprietary social connection data which feedShareGraph™ and benefit brand, publisher and consumer
  19. 19. X-Platform Publishing Platforma. Brands struggle to generate an ROI on Social Media Platforms • Brands invest millions into building their social media presence. They post pictures, video, and content on these platforms but gain no data about their “likes/followers.” They also cannot use the data to connect with these users across the web? What if they could generate a dynamic interest graph of everyone they are engaging with and could connect with them across the open web?
  20. 20. 39.2K Est. Monthly US People Five Month US Trend
  21. 21. Mobile
  22. 22. Benefits• joins up the dots across Social data• unlocks value for Branding in digital• data insights & analytics can inform all comms activity• likely to outperform other campaigns by identifying influencer audiences• creates a Dynamic Interest Graph for campaigns in: Awareness, Reminder, Influence, Retarget
  23. 23. Thank You.Twitter: @gchahal