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Programmating Buying — Myth or reality?
 

Programmating Buying — Myth or reality?

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    Programmating Buying — Myth or reality? Programmating Buying — Myth or reality? Presentation Transcript

    • Programmatic Buying — Myth or Reality?
    • Real time and Data Driven Technology moves toward customization of the end Advertiser’s needs and requirements
    • Bids 19 mln
    • Information sample: Bids $1, Adfox, brandprotection: rating G, Adsize 160x600, Language: en $2, Google, Safety level: gold , Adsize 728X90, Language: Ru, Noticeability: "high“ Price, ssp, url, referer Proximic: brandprotection:, Safety level, Category: weight, Adsize, Abovethefold: "medium or high or low", Noticeability: "high or medium or low“ Scope: "page", $0.5, Яndex, Category: Language etc. weight 100/Sports , Adsize 160x600, Language: Ru, Noticeability: “medium“, Abovethefold: "medium" 19 mln
    • Predict 0.8 0.2 0.01 0.7 0.95 19 mln
    • HUBRUS RTB Conversion Pixel / View Pixel Positive signals Company’s impressions results Negative signals
    • Only guarantee with a central forecast is it will be wrong How wrong am I like to be? What drives the wrongness? What is the impact of being that wrong?
    • ADAPTIVE MODELLING APPROACH
    • UNDERSTAND ALL ASPECTS THAT DRIVE THE SALE •Channel •Site •Day •Time •… •Size •Color •Position •… •Price •Copmpetitors •Weather •Economy •… •Age •Sex •Profile •Purchase process stage •…
    • Applied to RTB and Programmatic
    • Funnel: mechanics and tactics Media Tactics Awareness Consideration and Engagement Acquisition Data Inputs • • • • Home page takeovers Pre-Roll video Online Radio High SOV site buys • • • • Rich media banners Mobile display Contextual and search targeting • • • • • • Site/email Retargeting • • Existing customer • retargeting Intent/behavioral marketing • • Demographic, HHI, household income/credit score Lifestyle and interest segments Social connections Offline Purchase behavior Brand affinities Lookalike modeling Online purchase intent Search behavior Lookalike modeling
    • hubrus.com Russia address 109147, Russia, Moscow, 21/11 trubnaya, entrance 4/4, 402, Moscow, 119019, Russian Federation +7 (495) 212-1066 on@hubrus.com