Smarter Advertising (Glenn Fishback)

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Turn discovered segments into targeted display ad buys.

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Smarter Advertising (Glenn Fishback)

  1. 1. #monetatesummit GlennFishback, HeadofGlobalDisplay EbayEnterprise SmarterAdvertising Turndiscoveredsegmentsinto targetedadbuys
  2. 2. MOBILE LOCAL DATA GLOBAL
  3. 3. By 2015, Display Media Spending Exceeds Search
  4. 4. By 2016, Mobile Ad Spending Exceeds Desktops/Laptops
  5. 5. Programmatic and Real Time Bidding (RTB) is the new emerging standard
  6. 6. Campaign 
 Reach Expert Targeting Capabilities Quality Inventory Access to 
 in-market shoppers Data Science True Partnership WHAT IT TAKES FOR A MARKETER TO WIN:
  7. 7. Targeting Data is the New Oil
  8. 8. BIG*DATA PRIVACY DATA*SCIENCE ACTIONABLE* TARGETING* SEGMENTS The Value of Data
  9. 9. User-Level Targeting
  10. 10. Key Takeaways • The “Right” person, context, message
 – Leverage your own CRM data to activate your demand generation targeting. – User level RTB targeting creates unique efficiencies. Each ad impression should be dynamically valued differently based on the true lifetime value of the user. – Measure incrementality (file match, test/control)

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