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The Future of Real-Time Data in RTB environments

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

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

Published in: Business, Technology

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  • 1. The Future of Real-Time Data in RTB environments. Presented by: Gurbaksh Chahal, Founder, Chairman & CEO of RadiumOne.
  • 2. Change is Fast-Paced
  • 3. Social Sharing Data Hierarchy Example Companies Social Sharing Search Intent Click StreamPublisher CookieSegmentation
  • 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. Power of Social
  • 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. Social Sharing On The Open Web
  • 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. Factors Driving Increases in Ad Spends 58% 39% 31%
  • 10. Forrester: RTB To More Than Double in 2011 Source: Forrester, Q4 2010 10
  • 11. RTB’s share of display spending still small, but growing rapidly
  • 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. First Era of Advertising (Performance / Arbritrage) Publisher Supply Demand Basic Adserver Middleman & Arbitrage The Demise Business Process Arbitrage
  • 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. 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. 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. 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. 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. 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. Coca-ColaCoke.com 39.2K Est. Monthly US People Five Month US Trend
  • 21. Mobile
  • 22. Benefits• Via.me joins up the dots across Social data• Via.me unlocks value for Branding in digital• Via.me data insights & analytics can inform all comms activity• Via.me likely to outperform other campaigns by identifying influencer audiences• Via.me creates a Dynamic Interest Graph for campaigns in: Awareness, Reminder, Influence, Retarget
  • 23. Thank You.Twitter: @gchahal