Programmating Buying — Myth or reality?

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Programmating Buying — Myth or reality?

  1. 1. Programmatic Buying — Myth or Reality?
  2. 2. Real time and Data Driven Technology moves toward customization of the end Advertiser’s needs and requirements
  3. 3. Bids 19 mln
  4. 4. 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
  5. 5. Predict 0.8 0.2 0.01 0.7 0.95 19 mln
  6. 6. HUBRUS RTB Conversion Pixel / View Pixel Positive signals Company’s impressions results Negative signals
  7. 7. 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?
  8. 8. ADAPTIVE MODELLING APPROACH
  9. 9. UNDERSTAND ALL ASPECTS THAT DRIVE THE SALE •Channel •Site •Day •Time •… •Size •Color •Position •… •Price •Copmpetitors •Weather •Economy •… •Age •Sex •Profile •Purchase process stage •…
  10. 10. Applied to RTB and Programmatic
  11. 11. 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
  12. 12. 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

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