This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising. With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.

1. Choosing the Right Trading Desk for
Your Display Programmatic Buying

2. Our Speaker
Maria Coletta
Director of the Acquisio Trading Desk

3. • The webinar is recorded and will be made
available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any
time
Housekeeping

4. Poll Question
Are you currently using a trading desk for display?
a) Yes
b) No
c) I’m Looking

5. 32%
11%
11%
10%
9%
7%
6%
4%
3%
Other:
Admeta
Adscale
Adskom
Beanstock
Media
CCI
Centro
Exchange
Falk Real
Time
GumGum
Improve
Digital
Xaxis
Marketplace
Zedo
ATD ACCESSES EVERY MAJOR AD EXCHANGE
• ATD has access to every
major exchange and
SSP including the
Facebook Exchange
(FBX)
• 2 MILLION QPS- Query
per Second with strong
Bidding Centers
• Scale in 150+ countries
If you are running only on
the Google Display
Network (GDN), you are
accessing a tiny portion of
the DoubleClick Ad
Exchange, rendering
Retargeting more difficult
& far less efficient

6. ATD OFFERS ACCESS TO A LARGE VIDEO FOOTPRINT
• Don’t limit your video
campaigns to one slice of
the universe
• A large video footprint
allows for a plethora of
inventory coupled with
lower cost
• Running only ‘You Tube’
video is limiting as the
REAL focus should be to
connect with your
audience no matter
where they are!
One Single Network is
Not Enough!

7. ATD’s GRANULAR TARGETING CAPABILITIES
Targeting by Ad Group
Time of Day &
Day of Week
Radial Targeting
Targeting by ad format &
Targeting by creative
Targeting by Language &
Data element targeting
Site Category Targeting &
Targeting by supply vendor
Targeting by browser &
Targeting by operating system
Device targeting
Targeting by mobile device,
make or model
Recency TargetingFrequency Targeting
Placement on Page targeting

8. CLIENT REPORTS – HIGH DEFINITION REPORTING
Ad Group Performance Fold
Video Site – Category
Frequency Site
Ad Format Supply Vendor
Creative Time of Day
Day of Week Browser
Device Recency
Data Element Language
What is included in
the HD reports?

9. ATD’s SAMPLE HD REPORT

10. ATD’s ATTRIBUTION CAPABILITIES
Refreshing your Cookie Pool through Prospecting is Key to Performance
Prospecting
Strategy
View/Click Ad
Redirected to Client
Site & Cookied
User Retargeted User Converts
Conversion Details Report
Prospecting Strategy Converted

11. ATD’s NEW CROSS CHANNEL ATTRIBUTION
CAPABILITIES
Coming Soon! ATD’s
Unique Search
Attribution directly from
the Acquisio Centralized
Reporting Platform
Identify what Device the
search click-converted
retargeted impression
actually derived from
Pinpoint the Search Query
Position of the original first party
data
Report on the actual Search
Provider the first party
search data originated from
(Adwords, Bings Ads, etc)
Retargeting directly from
BBM filtered search
campaigns will garner
premium results
The cookie pool is purely
from Search & not outside
sources (ie: Social) and will lead
to clear and adequate insights.

12. OPTIMIZING TOWARD CAMPAIGN PERFORMANCE
POPULATE DATAPULL LEVERS VIEW INSIGHTS
ATD is set up so that for every targetable variable, buyers can
TAKE CONTROL when needed or AUTOMATE when appropriate
Some Desks offer a purely Automated solution leaning heavily on algorithms as
turnkey solutions. Issues with this:
• Algorithms can handle most of the quantitative analysis, but not the qualitative
• The algorithmic “learn mode” is long and expensive or short and
ineffective/volatile
• Traders can streamline this time frame by making experienced and intuitive
decisions
• Marketing is a social science that requires context
• A machine crunching numbers without context may be heading down a wormhole
(optimizing towards click bots, etc.)

13. Machines offer no reporting or insights into attribution,
conversion details, or targetable factors. Without access to
insights, performance is NOT repeatable. ATD takes control
on every targetable variable when needed or automate
when appropriate.
Campaign Managers can
use Man and Machine to
properly optimize
campaigns. ATD differs
from the competitors in
that we don't rely solely
on Machine, as
algorithms can handle
most of the quantitative
analysis, but not the
qualitative.
The algorithmic mode
can either be long and
expensive or short &
ineffective. Managers
streamline this time
frame by making
experienced and intuitive
decisions.
MERGING MAN AND MACHINE

14. ATD CPM RANGES PER STRATEGY
Compare ATD's eCPM
Price Ranges per
Strategy with other
Vendors to determine
if your campaigns are
being gauged! ATD
has found the overall
sweet spot CPM for
strategies:
Contextual Targeting $0.75-$1.50 CPM
Contextual Targeting Audience/Behavioral Data Alliance
Targeting
$1.00-$1.50 CPM
Contextual Targeting Audience/Behavioral
Audience/Behavioral Targeting on a Fixed CPM
$2.00-$4.00 CPM
Video PreRoll $11.00-$14.00 CPM
Video Event Retargeting $9.00-$14.00 CPM
In- App Mobile Targeting $0.45–$1.00 CPM
Channel Targeting $0.30-$1.25 CPM
Look Alike Modeling, Keyword Search & Yahoo Targeting $1.00-$3.00 CPM
Outlook Targeting & Predictive Audience $1.00-$2.00 CPM
FBX Retargeting & Household Extension Retargeting. $0.50- $2.00 CPM
Outlook, Yahoo & YouTube Retargeting $0.50-$1.00 CPM
Retargeting & Prospecting eCPM

15. BRANDING/CTR CASE STUDY
Client Type: Car Dealership for Honda
Campaign ran in the United States
Campaign Breakdown
Goal: 0.07 CTR & $1.00 CPC
• Overall CPM: $1.24
• Overall CPC: $0.79
• Overall CTR: 0.14%
Campaign Overview
Goal:
• The client was solely focused on obtaining the lowest CPC possible. They also wanted to build brand awareness
and drive qualified traffic to its site – specifically, prospective customers who are currently in market for a new
car. The CTR Goal was 0.07 CTR & the CPC Goal was $1.50
Solution:
• In order to achieve the campaign goal, we focused on prospecting . All the Ads were delivered in contextually
relevant sites
Results Achieved:
• The campaign achieved a CTR of 0.14%, or 100% above the goal of 0.07% and a CPC of $0.79 or 21% below the
client’s goal of $1.00

16. ROAS/ROI DRIVEN CAMPAIGN– CASE STUDY
Client Type: Online Fragrance E-Commerce Company
Campaign ran in North America
Campaign Breakdown:
• Campaign Scope: 3 months
• Goal: 300% ROAS and a $15 CPA
• Overall CPA: $5.28
• Overall CPM: $1.20
• Overall ROAS: 1208%
Campaign Results:
• Based on the $15 CPA and 300% ROAS objectives, campaign performance was:
• 65% lower than the set CPA goal
• 403% improvement over the set ROAS goal

17. ATD TRANSPARENCY - SITE LISTS

18. ATD UNIQUELY OPTIMIZES RETARGETING
CAMPAIGNS
Building Customizable
Recency Schedules
Bidding higher/lower for
recent/older prospects
Recency Flexibility
Recency capping: Avoid
displaying ads to users 30+ days
after they visit your website
Frequency Capping
Controls how many Retargeted
Impressions are being delivered to
the User in a Specific Time Period

19. HOW ATD USES FIRST BUCKET RECENCY
Retargeting: First
Bucket Strategy
This is one of the most
effective performance
driven strategies. Bidding
specifically and more
aggressively on cookies
born within the first 12
hours of being captured,
as they tend to be the
most coveted and
reflective of best ROI
2nd Adgroup: Retargeting
1st Ad Group: First Bucket Retargeting
No threat of double
bidding

20. ATD OFFERS A WIDE ARRAY OF EXCHANGES WITH
FREQUENT ADDITIONS TO THE CURRENT CATALOGUE

21. KEY ATD INTEGRATIONS – DMP, CONTEXTUAL, DCO,
Quality Alliance™

22. MOBILE INVENTORY INTEGRATIONS
PIPELINE INTEGRATIONS
EXISTING PARTNERS
ONGOING INTEGRATIONS

23. For the first time, you can
execute guaranteed Premium
buys and launch it
Programmatically.
For example, if buying
CNN.com inventory
through the PMP, ATD will
optimize the campaign
with all levers available
through RTB buys. Ie: Day
of Week, Time of Day, etc.
It is not possible to
granularly optimize this
way directly through the
Publisher.
PRIVATE MARKETPLACE (PMP) OR DEAL ID

24. Despite growing measures towards ensuring RTB quality traffic, the universe is
so vast that it’s sometimes risky to only run with a Global Block List.
The Global Block List is updated by continually removing any offending IP
Addresses or URL’s, yet when your Brand’s reputation is on the line, it is highly
recommended to incorporate additional premium traffic filter measures
Brand Safety Features, Viewability and Suspicious Activity.
New Brand Safety Features
does not allow any Adult,
Alcohol, Drug, Hate Speech,
Illegal Download or Offensive
Language Content to come into
contact with your client’s Brand
Viewability
targets the Top 10-75% of
Impressions most likely to be
viewed for the longest time
Suspicious Activity
Blocks Very High Risk sites
above and beyond the ATD’s
daily updated Block Lists which
are already in place.
DISPLAY VIEWABILITY, BRAND SAFETY AND
SUSPICIOUS ACTIVITY

25. FREQUENCY TRANSPARENCY
Display
Strategies
Baseline
F-Caps
FBX RIGHT HAND SIDE 1/2
CONTEXTUAL (NATIONWIDE) 1/24
CONTEXTUAL (NARROW GEO) 1/12
RETARGETING (SMALL USER
POOL)
1/1
RETARGETING (LARGE USER
POOL)
1/2
ROE – BROAD GEO 1/48
ROE – NARROW GEO 1/24
ROE – NATIONWIDE 1/72
• Target your users without being intrusive
or annoying
• Don’t bombard your audience with
aggressive Frequency Caps
• Advertisers require vendor Frequency
Transparency in order to protect their
client’s brands!

26. HOW ATD DIFFERS FROM ITS COMPETITORS
ATD Offers No
Extra Cost for:
3rd Party Data
Alliance Price
Model
Transparency Unique Recency
Data
High Definition
Reporting
48 Hour Out Clause &
Low Commitment IOs
White Labelling
Storage of 1st Party data
Use of DMP
Algorithms
Audience Insight Reporting
Reporting

27. Poll Question
Are you interested in learning more?
a) Yes
b) No

28. Questions?
Faster. Smarter. Better.
Questions?