The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

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  • 1. A4U Marco Kloots, CEO 161MEDIA / Platform161
  • 2. 205.06.2013 KUNDE | THEMA Topics o Background o Part 1 - De Market o Part 2 – Programmatic Buying
  • 3. 305.06.2013 KUNDE | THEMA Background o MBA, Erasmus University, Rotterdam o Reddion, Universal Media, Zenith Optimedia, Mediacom, KLM, Belcompany, Martinair o Founder en CEO, ClickDistrict o Netherlands, Germany, Spain, Nordics, Russia o Custom DSP: Platform161
  • 4. Part I The Market
  • 5. 505.06.2013 KUNDE | THEMA The Market in 2005
  • 6. 605.06.2013 KUNDE | THEMA Advertiser Agency Network Publisher
  • 7. 705.06.2013 KUNDE | THEMA Now
  • 8. 805.06.2013 KUNDE | THEMA Network Publisher Trading Desk/DSP Advertiser Agency Data Verification SSP
  • 9. 905.06.2013 KUNDE | THEMA A Summary o Increased Complexiteit o New technology o Real Time Bidding o Data Nieuwe Business Modellen o DSP’s, SSP’s o New Metrics o Conversion attribution
  • 10. PART 2 – Programmatic buying
  • 11. 1105.06.2013 KUNDE | THEMA
  • 12. 1205.06.2013 KUNDE | THEMA
  • 13. Programmatic BuyingReal Time Bidding
  • 14. 1405.06.2013 KUNDE | THEMA Programmatic Buying o Automated process proces o Digitaal medium o Groot volume van transactions o CPM-based o Overcapaciteit o Second price auction Real Time Bidding
  • 15. 1505.06.2013 KUNDE | THEMA DSP SSP The Players
  • 16. 1605.06.2013 KUNDE | THEMA The auction SSP Cnn.com Above the fold 468x60 23:40 DSP Interest in carMaleSunday One Impression
  • 17. 1705.06.2013 KUNDE | THEMA What does technology do? o Make decisions o Automate processes o Beslissingen nemen (CPC naar CPM) o Buy Efficient
  • 18. 1805.06.2013 KUNDE | THEMA
  • 19. Questions?