Programmatic versailles breakfast club

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  • 'The Programmatic Media Opportunity' Presented on February 21 at Versailles Breakfast Club by Juan Bongiovanni, LAC Regional Director of Interaction at MEC.
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Programmatic versailles breakfast club

  1. 1. Audience based planning
  2. 2. 7
  3. 3. Audience planning What are we talking about?
  4. 4. What are we talking about? Using digital data to create custom audiences and reach them across multiple websites with the most relevant message • Profile Based Planning • Content • Context • Demographics Audience Based Planning • • Performed a desired set of actions/behaviors User characteristics Purchases or researches product information Awareness 18-49 year olds Prefe Loyalty Sports fans Small business content MostCustomer likely customer Purchase
  5. 5. Why is it happening now? Auction-based Buying Models Data Availability • Proliferation of available data sources • Publishers becoming data providers • Decreasing cost of access to data Dynamic Optimization Technologies • Publishers bypassing ad networks and selling nonguaranteed inventory to ad exchanges • Demand-side platforms dynamically bidding for ad impressions available in exchanges • Ad exchanges moving from blind / low quality inventory to transparent / higher quality • Intelligent bid management for the most valuable users / content • Global campaign reach, frequency and pacing controls • Access to inventory at scale
  6. 6. Opportunity Apply data and technology to improve the value and performance of media inventory
  7. 7. Agency Advertiser Publisher Consumer
  8. 8. First we had Ad Exchanges • An Ad Exchange is an auction for display advertising – it connects buyers and sellers electronically Publisher Impression • Sellers list ad impressions, buyers bid for each impression and the highest bidder wins – in order to bid, you need a “seat” on the exchange • Ad Exchanges conduct an auction for every single ad impression – it’s a second price auction so the winner pays a tiny fraction more than the next highest bid Ad Exchange Ad ve Bid rti se r Bid Bid Advertiser v Ad r se rti e • Some exchanges support “RTB” (real-time bidding) which allows buyers to bid in real time within each auction
  9. 9. Where do DSPs fit in? Publisher Impression Ad Exchange Ad ge n cha Ex A Exc d han ge DSP Bid Advertiser Data Provider • Publishers can only list a single impression on a single exchange, but the same consumer might be found across several publishers and therefore exchanges • DSPs (Demand Side Platforms) give agencies/advertisers access to a single point of management for all Ad Exchanges • DSPs support the integration of 3rd party data from Data Providers to power improved targeting capabilities
  10. 10. Let’s make it even more complicated… • SSPs (Sell Side Platforms) allow publishers to maximise yield from multiple inventory sources • DMPs (Data Management Platforms) enable advertisers to manage both their internal data and the acquisition of data from 3rd party data providers Data Prov ider DMP Bid Advertiser Data r Provide Ad e Exchang DSP Pub lishe r Ex A ch d an ge SSP er ish bl Pu er blish Pu a at er D id ov Pr
  11. 11. 16
  12. 12. AD EXCHANGES Agency Advertiser Trading Desk Publisher Consumer DMP DSP SSP
  13. 13. Putting data into a framework… Demonstrated Affinity CUSTOMER ≈ ! RETARGETING Revenue Capture $ SEARCH RETARGETING INTENDER MODELED DATA Inferred Affinity INTEREST AUDIENCE DISCOVERY Demand Generation
  14. 14. Q&A

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