Марк Сайденфельд

1. Unlocking
Micro-Moments Through
Programmatic
Mark Seidenfeld, Head of MBS Russia

2. Google Confidential & Proprietary

3. Google Confidential & Proprietary
best drama movie tonight
the walk review
the Walk movie near me

4. Google Confidential & Proprietary
6:00am 12:00pm 6:00pm 12:00am
Mobile
TV
Mobile has shifted consumption habits
Google Confidential & Proprietary
Source: YouTube Media Consumption Study
I want-to-know
I want-to-watch
I want-to-find
I need-to-buy

5. Reach
with
at
people
an ad
primetime
the right person
the right time
the right ad
Google Confidential & Proprietary

6. Google Confidential & Proprietary
It’s about marrying:
Technology
Inventory
Data & Insights

7. Collect audience
interactions across
all touch points
Google Confidential & Proprietary
Use real-time data to
identify the most
important moments
Regularly analyze
audience, creative &
media insights

8. Custom
audience
#1
Custom
audience
#2
Custom
audience
#3
Merge your organized data and build custom audiences
Google Confidential & Proprietary
First party data
Google data
Third party data

9. ■ Online
■ Offline
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1
Organize audience
insights to find the
moments that
matter Firstparty
data
Google
data
Thirdparty
data
Site visitor
Search
(Keywords)
Other
Site Recency
/Frequency
New/Return
users
CRM Data
Product page
Other
DMP Audience
Converters/ Goal
Reach
Advert
Engagement
In-market Similar Users Affinity
YouTube
Channel
Other API
Other
segment
Other
segment
Other
segment
BlueKai In-
market
Weather Other APITV Sync
Other

10. Google Confidential & Proprietary
Capture data
with every
engagement
point
Leverage
audience
driven
creatives
Deliver
message in
the right
context
Develop multi-
screen
experiences in
HTML5
Measure
and do
more of
what works

11. Google Confidential & Proprietary
Our cross-device graph ensures reach, accuracy and user privacy
has 7 properties with +1B users
Source: Google data, 2016

12. Did the intended
audience see your ad?
See
What did they think as
a result?
Think
Did they take action or
purchase as a result?
Do
Google Confidential & Proprietary

13. Google Confidential & Proprietary

14. Google Confidential & Proprietary

15. +
=
Ads
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16. 9 min
spent in experienceuser generated GIFs
Google Confidential & Proprietary
400K

17. Thank you
Mark Seidenfeld
Head of Media Buying Solutions, Russia
seidenfeld@google.com