Im FastBridge Business Breakfast drehte sich alles um Programmatic und Real Time Advertising. Attila Barta präsentiert als Head of Cadreon CEE- dem agentur-eigenen Agency Trading Desk der IPG Mediabrands, 10 Punkte, die es bei Programmatic zu beachten gibt und gibt einen Ausblick über Entwicklungen 2015.

1. 1 | 2014 | Cadreon. Confidential. All Rights Reserved.
find FastBridge Austria on
Business Breakfast
Vienna, Dec 2014
WELCOME TO THE PROGRAMMATIC SPACE:
Status Quo in Austria & Trends

2. 2 | 2014 | Cadreon. Confidential. All Rights Reserved.
HELLO, MY NAME IS ATTILA BARTA I WORK AT CADREON CADREON IS IPG‘s AGENCY TRADING DESK

3. 3 | 2014 | Cadreon. Confidential. All Rights Reserved.
THE AGENDA
•10 STEPS TO A SUCCESFUL PROGRAMMATIC / RTB CAMPAIGN
•WHAT IS TO COME NEXT YEAR FOR CADREON?
–Technology
–Inventory
–Data

4. 4 | 2014 | Cadreon. Confidential. All Rights Reserved.
A GLOBAL FOOTPRINT COVERING ALL KEY MARKETS:
NORTH AMERICA
USA
Canada
LATAM
Mexico
Chile- LATAM Hub
Brazil
APAC
Australia
Japan
China
Malaysia - APAC Hub
India
EMEA
UK
Netherlands
France
Germany
Belgium
Sweden
Denmark- WE Hub
Spain
Italy
Hungary- CEE Hub
UAE - MENA Hub
1st trading desk
1st to have TV and OOH offering
1st to have global client across all markets
Over 450 dedicated programmatic specialist
In 21 fully scaled and independent local entities, including 4 hubs
Servicing 68 markets

5. 5 | 2014 | Cadreon. Confidential. All Rights Reserved.

6. 6 | 2014 | Cadreon. Confidential. All Rights Reserved.
LET’S DEFINE PROGRAMMATIC BUYING
It is the process of executing media buys in an automated fashion through digital platforms such as: exchanges, trading desks, and demand-side platforms (DSPs).
It is finding right customers in the right place at the right time and at the
right price, in line with customer acquisition costs and campaign objectives.

7. 7 | 2014 | Cadreon. Confidential. All Rights Reserved.
10 STEPS TO A SUCCESFUL PROGRAMMATIC / RTB CAMPAIGN

8. 8 | 2014 | Cadreon. Confidential. All Rights Reserved.
CONSIDER THIS #1
Choose the right partner to execute programmatic campaigns

9. 9 | 2014 | Cadreon. Confidential. All Rights Reserved.
Make digital a definitive element in the overall marketing strategy
1.Technology partner
CONSIDER THIS #2

10. 10 | 2014 | Cadreon. Confidential. All Rights Reserved.
Focus on real and meaningful business objectives
1.Technology partner
2.Digital strategy
CONSIDER THIS #3

11. 11 | 2014 | Cadreon. Confidential. All Rights Reserved.
Use applicable performance indicators
1.Technology partner
2.Digital strategy
3.Real objectives
CONSIDER THIS #4

12. 12 | 2014 | Cadreon. Confidential. All Rights Reserved.
Collect data on every possible point of the campaign
1.Technology partner
2.Digital strategy
3.Real objectives
4.KPI
CONSIDER THIS #5

13. 13 | 2014 | Cadreon. Confidential. All Rights Reserved.
Evaluate your customers based on where they are in the consideration cycle
1.Technology partner
2.Digital strategy
3.Real objectives
4.KPI
5.Data collection
CONSIDER THIS #6

14. 14 | 2014 | Cadreon. Confidential. All Rights Reserved.
Tailor your message to your audience
6.Purchase intent
1.Technology partner
2.Digital strategy
3.Real objectives
4.KPI
5.Data collection
CONSIDER THIS #7

15. 15 | 2014 | Cadreon. Confidential. All Rights Reserved.
Let the campaign learn, don’t impose any constrains
6.Purchase intent
7.Tailored messages
1.Technology partner
2.Digital strategy
3.Real objectives
4.KPI
5.Data collection
CONSIDER THIS #8

16. 16 | 2014 | Cadreon. Confidential. All Rights Reserved.
Accept the post view effect of your display campaigns
6.Purchase intent
7.Tailored messages
8.No contraints
1.Technology partner
2.Digital strategy
3.Real objectives
4.KPI
5.Data collection
CONSIDER THIS #9

17. 17 | 2014 | Cadreon. Confidential. All Rights Reserved.
Constant information sharing between client and agency
6.Purchase intent
7.Tailored messages
8.No contraints
9.Attribution
1.Technology partner
2.Digital strategy
3.Real objectives
4.KPI
5.Data collection
CONSIDER THIS #10

18. 18 | 2014 | Cadreon. Confidential. All Rights Reserved.
6.Purchase intent
7.Tailored messages
8.No contraints
9.Attribution
10.Information sharing
1.Technology partner
2.Digital strategy
3.Real objectives
4.KPI
5.Data collection
CONSIDER THIS #1 - 10
Make sure to consider the following 10 points when planning a programmatic / RTB activity.

19. 19 | 2014 | Cadreon. Confidential. All Rights Reserved.
WHAT IS TO COME NEXT YEAR FOR CADREON?

20. 20 | 2014 | Cadreon. Confidential. All Rights Reserved.
THREE MAIN COMPONENTS OF PROGRAMMATIC CAMPAIGNS
1. Technology
2. Inventory
3. Data

21. 21 | 2014 | Cadreon. Confidential. All Rights Reserved.
FIRST COMPONENT - TECHNOLOGY
•Demand Side Platforms
–Display – Turn, DBM, AppNexus
–Video – Tube Mogul, Videology
–Social – Facebook Exchange
–Mobile – Turn (Web & In App)
•Tagging Infrastructure
–Total Tag
Access to the best DSP technology is important for successful campaign delivery and to remain competitive in our markets.

22. 22 | 2014 | Cadreon. Confidential. All Rights Reserved.
INVENTORY STRATEGY IN CADREON
Challenge - Limited local programmatic inventory/data continues to be a challenge to programmatic expansion
Focus for 2015 will be to continue to grow our inventory access across all markets
•How?
–Cadreon and Fastbridge to identify and prioritize key publishers
–Publisher education is key for each region
–Gaining access to publisher inventory via integration of supporting SSP’s

23. 23 | 2014 | Cadreon. Confidential. All Rights Reserved.
Private Marketplace (PMP)
•A unique set of biddable inventory (differentiated placements or data) that is not available in its full transparency in a general RTB auction.
•PMP inventory is packaged within a publisher's SSP and offered to selected buyers/bidders.
•A buyer can use a Deal Id(a universal identifier/numeric keycode) to gain access to and bid on the specific PMP inventory.
PMP COMBINES THE SAFETY AND CONTROL OF DIRECT-PUBLISHER TRANSACTIONS WITH THE ACCURACY AND EFFICIENCY OF AUTOMATION

24. 24 | 2014 | Cadreon. Confidential. All Rights Reserved.
BRAND SAFETY: A MULTI-LAYERED APPROACH TO ENSURE ADS RUN IN APPROPRIATE SITES ADJACENT TO APPROPRIATE CONTENT.
Ensures ads are running in approved placements and meet advertiser’s targeting requirements.
INVENTORY VALIDATION
1
CADREON UNIVERSAL BAN LIST
2
VIEWBILITY MEASURED
3
3rd party platform integrated to the buying of quality media to ensure safe environments and quality exposures.
3rd PARTY DATA
4
Inventory is vetted for adherence to IAB standard content and maturity classifications, before being connected to any of our buying platforms.
Cadreon’s Universal Ban List (UBL) is applied across all buys. Sites are banned for inappropriate content, fraudulent activity and other non-compliant activities. The list is updated regularly.

25. 25 | 2014 | Cadreon. Confidential. All Rights Reserved.
Create unique audience segments to take action
DMP
Platform
Overlap with 3rd party audience segments
Utilise publisher audience profiling
Centralize first-party data
THIRD COMPONENT – DATA

26. 26 | 2014 | Cadreon. Confidential. All Rights Reserved.
TOTALDMP THE ADVANCED SOLUTION

27. 27 | 2014 | Cadreon. Confidential. All Rights Reserved.
TOTALDMP TRANSFORMS DATA INTO ACTIONABLE INSIGHTS
COLLECTION
›Easily collect first-party audience data
›Import data from third-party data providers
›Import ‘offline’ data
CLASSIFICATION
›Allow quick organization of centralized data
ANALYSIS
›Understand customer intent
›Use insights about visitors’ behaviors
›Avoid media overlap
›Provide measurements into how any audience segments are performing
›Expand audience using lookalike modeling
TARGETING
›Leverage data by targeting users in Ad tech ecosystem (DSP, RTB, PMP)

28. 28 | 2014 | Cadreon. Confidential. All Rights Reserved.
CADREON TECHNOLOGY STACK – FOCUS IN 2015
DISPLAY MOBILE VIDEO SOCIAL ADVANCED TV DOOH
LOCAL PRIVATE MARKETPLACE
CADREON TECHNOLOGY STACK
DSP TECHNOLOGY PARTNERS
GLOBAL RTB EXCHANGES
INVENTORY SIGNALS AUDIENCE SIGNALS PRICE SIGNALS PREDICTIVE MODELLING
TOTAL DMP

29. find FastBridge Austria on
Barbara Klinser-Kammerzelt
Head of FastBridge
barbara.klinser@fastbridge.at
Thank you!