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AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in the New Media Marketplace


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You’ve heard the terms RTB, DSP, SSP, AMP, and DCO. It’s a mouthful of digital alphabet soup. But it doesn’t have to be.

Go into the kitchen with PointRoll’s SVP of Strategy Cat Spurway-Hepler during this 30 minute webinar to get the recipe for success using the latest digital “ingredients” to find, target, and serve the best creative to your target audience.

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AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in the New Media Marketplace

  1. 1. AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in the New Media Marketplace<br />Cat Spurway-HeplerSVP Strategy & Marketing,<br />#DigitalSoup<br />
  2. 2. Let’s get interactive…<br />Ask Questions!<br />Follow @PointRoll<br />Tweet along! #DigitalSoup<br />
  3. 3. AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ inthe New Media Marketplace<br />What we’ll cover:<br />Key Concepts and Terms to Know <br />The Landscape: Putting it All Together<br />Where PointRoll Fits and Early Data on Effectiveness<br />#DigitalSoup<br />
  4. 4. Key Concept to New Media Models<br />
  5. 5. SUPPLY<br />DEMAND<br /><ul><li>Ad Inventory
  6. 6. Sites, Exchanges, Networks
  7. 7. Display, Mobile, Video
  8. 8. Standard or Rich Media
  9. 9. Maximize Yield/$$
  10. 10. Audience
  11. 11. Advertisers/Agencies
  12. 12. Digital Ad Campaigns – Display, Mobile, Video
  13. 13. Automated, Targeted, Auto-Optimized
  14. 14. Stronger, Cost-effective and Measurable ROI</li></li></ul><li>SQUEEZING<br />Cost Effective = <br />The MOST Out of Every Impression Served<br />Not...<br />
  15. 15. CHEAPMEDIA<br />
  16. 16. ‘Winning’<br />= Value<br />
  17. 17. Key Terms in the New Media Marketplace<br />
  18. 18.
  19. 19. RTB: Real Time Bidding<br />Demographics<br />Geo<br />What you need to know:<br />A lot like trading <br />Each ad impression is sold off to the highest bidder in real-time, as a user’s browser loads an ad unit<br />Ad buyers can be more selective and specific about which ad impressions they want to buy<br />For publishers, the promise is higher CPMs and “Yield Optimization”<br />No longer just remnant<br />AND <br />MORE!<br />Behavior<br />Interest <br />#DigitalSoup<br />
  20. 20.
  21. 21. SSP: Supply Side Platform<br />What you need to know<br /><ul><li>A “supply-side" platform is a tool/technology platform for publishers to plug-in available inventory
  22. 22. Ad Exchanges function much like an SSP
  23. 23. Optimize the price of available audience/inventory, get the best CPM for each impression; selling inventory via RTB to the highest bidder
  24. 24. Rate is driven by potential audience; premium content that attracts desirable viewers can generate higher rates
  25. 25. SSPs coordinate online consumer tracking across their inventory with demand-side platforms through cookie-synching; enables targeting/retargeting</li></ul>#DigitalSoup<br />
  26. 26.
  27. 27. DSP: Demand Side Platform<br />What you need to know<br />A "demand-side" platform is a dashboard/technology for ad buying, including real-time bidding<br />Audience is key<br />Includes targeting, optimization and reporting capabilities designed to provide greater control over pricing, targeting, and campaign management <br />Eliminate some inefficiencies of traditional buying via automation and advanced analytics<br />About optimizing and driving value out of every impression<br />Win-win relationship based on how the advertiser/agency value the impression<br />#DigitalSoup<br />
  28. 28.
  29. 29. AMP & DMP: Audience/Data Management Platform<br />What you need to know<br />Gathering, managing and leveraging first and third party data<br />Creating audience data pools and segments, micro-segments<br />Site buy using that publishers data singularly; with each campaign you are starting back at square 1<br />Data stays “alive” and evolves with each campaign<br />AMP/DMP allows you to find your audience across publishers and continue learning about your audience with each campaign and ad served<br />#DigitalSoup<br />
  30. 30. Audience Management Directly with the Site <br />Publisher 3<br />Publisher 2<br />Publisher 1<br />User Profile 1<br />User Profile 2<br />User Profile 3<br />Geo, Demo, Behavioral<br />Geo<br />Geo<br />Geo<br />Demo<br />Geo/Demo<br />Geo/Demo<br />Nothing<br />Geo/Demo<br />Places: Publisher<br /><ul><li>Pub direct data is strong
  31. 31. Campaigns perform
  32. 32. Limits cross-site reporting; no sharing of data across pubs
  33. 33. Lose track of user
  34. 34. Frequency layers make it more difficult to:
  35. 35. Message and control across devices
  36. 36. Learn across pubs</li></li></ul><li>Audience Management with AMP/DMP<br />Publisher 3<br />Publisher 2<br />Publisher 1<br />User Profile 1<br />User Profile 2<br />User Profile 3<br />Geo, Demo, Behavioral<br />Geo<br />Geo<br />Geo<br />Demo<br />Geo/Demo<br />Geo/Demo<br />Nothing<br />Geo/Demo<br />Audience Management<br />People: 3rd Party and Audience Management Platforms<br /><ul><li>Comprehensive audience management aggregating user data from multiple sources
  37. 37. You own the data and can leverage across campaigns, publishers and providers
  38. 38. Central Reporting
  39. 39. Longer term strategy
  40. 40. Publisher user data may be stronger than cross publisher, but it will strengthen over time</li></li></ul><li>
  41. 41. DCO: Dynamic Creative Optimization<br />What you need to know<br />Delivering the right ad to the right user at the right time<br />Each impression’s creative/message needs to be relevantto each audience segment<br />No point in having dataavailable and not tailoringthe message<br />Can deliver and optimize creative based:<br />Audience <br />Media performance<br />Interactivity/action<br />Key metric/performance <br />Ad serving/sequencing<br />
  42. 42. The Landscape: Bringing It All Together<br />
  43. 43.
  44. 44. Agency Trading Desks<br />What you need to know<br /><ul><li>Similar to financial “Traders” and analysts/strategists
  45. 45. Extension of the agency/part of the holding company focused on more effective, efficient buying and optimization
  46. 46. Take advantage of the “open” RTB marketplace
  47. 47. Proprietary interface; amass and analyze data, spending, campaign management may even have a DMP/AMP or DSP as part of Trading Desk platform
  48. 48. Provide a service layer; understand the landscape, third party data, algorithms, and analysis, create strategies and buy
  49. 49. Advertisers can work directly with DSPs or through their agencies trading desk</li></li></ul><li>The Landscape<br />Agencies / Advertisers<br />(Demand)<br />Publishers<br />(Supply)<br />Ad Exchanges<br />DSPs<br />SSPs<br />R T B<br />Audience/ Pay What Imp is Worth<br />Manage Yield/<br />Monetize Inventory <br />Trading Desks<br />
  50. 50. Where Does PointRoll Fit?<br />AMP/DMP<br />Data Providers<br />Agencies / Advertisers<br />(Demand)<br />Publishers<br />(Supply)<br />Ad Exchanges<br />DSPs<br />SSPs<br />R T B<br />Audience/ Pay What Imp is Worth<br />Manage Yield/<br />Monetize Inventory <br />Trading Desks<br />Standard, Rich Media Ad-Serving and Dynamic Creative Optimization<br />
  51. 51. Creative and Targeting: PointRoll’s Media Multipliers<br />Audience Data for Media Enhancement<br />Work with DSPs, networks and exchanges to create audience profiles based on geo, demo, in market buyers and look-a-likes; use those to drive creative <br />Creative<br />Dynamic Creative Versioning<br />Dynamically create, deliver custom creative/messages<br />Standard and rich media<br />Dynamic Creative Optimization <br />Pass audience/media knowledge into creative todynamically generate the most relevant experience at run time<br /><ul><li>Formats and features can increase performance
  52. 52. Advanced flash
  53. 53. Interactive non-expandables
  54. 54. Interactive expandables
  55. 55. Enable with SSPs, etc.</li></ul>40%<br />Lift in Click Through Rate<br />Expandables<br />3x<br />CTR Lift<br />Dynamic Optimization <br /><ul><li>Video
  56. 56. Photo galleries
  57. 57. Hot spotting
  58. 58. Much more!</li></li></ul><li>‘Winning’<br />= Value<br />
  59. 59. Winning in the New Media Marketplace <br />New media marketplace is about value; don’t think of it as cheap media<br />Doesn’t eliminate publisher direct buying, or other methods of reach<br />Data strengthens your campaign – creative and performance <br />Right Message, Right User, Right Time, at the Right Price<br />Keys for advertisers/agencies:<br />Delivery at scale<br />Automation, efficiencies <br />Verification<br />Optimization<br />Reporting <br />Performance and enhanced ROI<br />#DigitalSoup<br />
  60. 60. Distribution<br />Audience<br />Creative<br />The Big Picture – 5 Key Ingredients to Digital Success<br />Performance<br />Data<br />Optimization<br />Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative<br />Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More<br />Evaluate ROI <br />Insights<br />Future <br />Decisions<br />Reporting/<br />Analysis<br />Audience Understanding & Knowledge, Finding More Targets<br />Media<br />Allocation/<br />Metrics/KPIs<br />
  61. 61. Questions? Comments? Favorite Recipes?<br />
  62. 62. Learn More!<br />Just ask! – Contact your rep or<br />PointRoll Blog:<br />Facebook:<br />Twitter: @PointRoll<br />Thank you!<br />