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Leonardo MendesDescomplicando
A mídia programática
WEBINAR
OFERECIMENTO DE
Media Manager Latam
Vizury
O que é mídia programática
Segundo o site Digiday, programmatic buying é a automação da
compra e venda de inventário em te...
Toda mídia RTB é programática. Nem
toda mídia programática, é RTB.
Benefícios da Mídia Programática
Segmentação (Behavioral, Contextual, Geográfica, Demográfica)
Cross Channel (computador, ...
Tipos de transação
Automated
Guaranteed
Unreserved Fixed Rate
Reservado
Um para
umFixo
Programmatic guaranteed
Programmati...
Mapeamento da terminologia
Precificação
Tipo de inventário
Leilão
Fixo
Reservado Não reservado
O Ecossistema
AdNetwork DSP
DSPTrading Desk
Retargeter
SSP
SSP
Veículo
Veículo
Anunciante
Anunciante
Anunciante
Agência
Ag...
Entendendo os players
Adnetworks
Empresas que compram e revendem inventário de
terceiros
Retargeters
Se comportam como AdN...
Entendendo os players
Adnetworks
Empresas que compram e revendem inventário de
terceiros
Retargeters
Se comportam como AdN...
Entendendo os players
Adnetworks
Empresas que compram e revendem inventário de
terceiros
Retargeters
Se comportam como AdN...
Entendendo os players
Adnetworks
Empresas que compram e revendem inventário de
terceiros
Retargeters
Se comportam como AdN...
Entendendo os players
Adnetworks
Empresas que compram e revendem inventário de
terceiros
Retargeters
Se comportam como AdN...
Entendendo os players
Adnetworks
Empresas que compram e revendem inventário de
terceiros
Retargeters
Se comportam como AdN...
Entendendo os players
Adnetworks
Empresas que compram e revendem inventário de
terceiros
Retargeters
Se comportam como AdN...
Mídia tradicional x Mídia Programática
Mídia tradicional x Mídia Programática
Mídia tradicional x Mídia Programática
PERGUNTAS E RESPOSTAS
OFERECIMENTO DE:
Leonardo Mendes
Media Manager Latam
Leonardo.mendes@vizury.com
(11) 98886.3650
8h
Realizado no IAB
8h
16h
16h
Realizado no Centro Britânico
Realizado no Station Lab
E-learning
_Educação Contínua em
6 M...
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Webinar | IAB Brasil | AdTech & Data | Mídia Programática

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Apresentação do webinar "Descomplicando a Mídia Programática" realizado pelo comitê de AdTech & Data do IAB Brasil, realizada no dia 23/07.

Material Completo em: https://www.eventials.com/iabbrasil/programmatic-buying/

Published in: Education
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Webinar | IAB Brasil | AdTech & Data | Mídia Programática

  1. 1. Leonardo MendesDescomplicando A mídia programática WEBINAR OFERECIMENTO DE Media Manager Latam Vizury
  2. 2. O que é mídia programática Segundo o site Digiday, programmatic buying é a automação da compra e venda de inventário em tempo real, ou não, através de plataformas de tecnologia e uso de dados, substituindo processos manuais e negociações interpessoais. Fonte: digiday.com/platforms.what-is-programmatic-advertising
  3. 3. Toda mídia RTB é programática. Nem toda mídia programática, é RTB.
  4. 4. Benefícios da Mídia Programática Segmentação (Behavioral, Contextual, Geográfica, Demográfica) Cross Channel (computador, tablet, celular) Eficiência Otimização Informação centralizada
  5. 5. Tipos de transação Automated Guaranteed Unreserved Fixed Rate Reservado Um para umFixo Programmatic guaranteed Programmatic premium Programmatic direct Programmatic reserved Não reservado Fixo Um para um Preferred deals Private access First right of refusal Invitation-Only Auction Open Auction Não Reservado Um para algunsLeilão Private marketplace Private auction Closed auction Private access Não reservado Leilão Um para todos Real-time bidding (RTB) Open Exchange Open marketplace Tipo de compra Tipo de inventário Preço Participação Outros termos utilizados
  6. 6. Mapeamento da terminologia Precificação Tipo de inventário Leilão Fixo Reservado Não reservado
  7. 7. O Ecossistema AdNetwork DSP DSPTrading Desk Retargeter SSP SSP Veículo Veículo Anunciante Anunciante Anunciante Agência Agência AdExchange Compradores (buy side) Vendedores (sell-side) Permite que veículos possam disponibilizar seu inventário em AdExchanges Permite que anunciantes possam dar lances nos inventários disponíveis nas AdExchanges DMP – Data Management Platform
  8. 8. Entendendo os players Adnetworks Empresas que compram e revendem inventário de terceiros Retargeters Se comportam como AdNetworks e agregam valor por meio de tecnologia (retargeting e algoritmos avançados de otimização), operando full service (DSP + Tecnologia + AdNetwork + Criação + Gerenciamento) Agency Trading Desks (ATD) Agências que operam DSP’s e agregam diferentes tecnologias de targeting e adserving de acordo com os objetivos dos clientes. Sell-Side Platform (SSP) Sistemas que permitem que veículos possam vender inventário em AdExchange para AdNetworks, Retargeters e ATD’s. Demand Side Platform Sistemas que permitem que AdNetworks, Retargeters e ATD’s comprem inventário em AdExchange. AdExchanges São marketplaces online que possibilitam a compra e venda de inventário em tempo real
  9. 9. Entendendo os players Adnetworks Empresas que compram e revendem inventário de terceiros Retargeters Se comportam como AdNetworks e agregam valor por meio de tecnologia (retargeting e algoritmos avançados de otimização), operando full servisse (DSP + Tecnologia + AdNetwork) Agency Trading Desks (ATD) Agências que operam DSP’s e agregam diferentes tecnologias de targeting e adserving de acordo com os objetivos dos clientes. Sell-Side Platform (SSP) Sistemas que permitem que veículos possam vender inventário em AdExchange para AdNetworks, Retargeters e ATD’s. Demand Side Platform Sistemas que permitem que AdNetworks, Retargeters e ATD’s comprem inventário em AdExchange. AdExchanges São marketplaces online que possibilitam a compra e venda de inventário em tempo real Modelo(s) de negócio: CPM Algumas vantagens: (buy side) - Valor diferente por impressão (quando RTB) - Faturamento único para inúmeros veículos - Controle total sobre a entrega / performance
  10. 10. Entendendo os players Adnetworks Empresas que compram e revendem inventário de terceiros Retargeters Se comportam como AdNetworks e agregam valor por meio de tecnologia (retargeting e algoritmos avançados de otimização), operando full servisse (DSP + Tecnologia + AdNetwork) Agency Trading Desks (ATD) Agências que operam DSP’s e agregam diferentes tecnologias de targeting e adserving de acordo com os objetivos dos clientes. Sell-Side Platform (SSP) Sistemas que permitem que veículos possam vender inventário em AdExchange para AdNetworks, Retargeters e ATD’s. Demand Side Platform Sistemas que permitem que AdNetworks, Retargeters e ATD’s comprem inventário em AdExchange. AdExchanges São marketplaces online que possibilitam a compra e venda de inventário em tempo real Modelo(s) de negócio: CPM Algumas vantagens: (sell side) - Maior valor possível por impressão (quando RTB) - Faturamento único para inúmeros anunciantes - Valores diferenciados por formato / posição
  11. 11. Entendendo os players Adnetworks Empresas que compram e revendem inventário de terceiros Retargeters Se comportam como AdNetworks e agregam valor por meio de tecnologia (retargeting e algoritmos avançados de otimização), operando full servisse (DSP + Tecnologia + AdNetwork) Agency Trading Desks (ATD) Agências que operam DSP’s e agregam diferentes tecnologias de targeting e adserving de acordo com os objetivos dos clientes. Sell-Side Platform (SSP) Sistemas que permitem que veículos possam vender inventário em AdExchange para AdNetworks, Retargeters e ATD’s. Demand Side Platform Sistemas que permitem que AdNetworks, Retargeters e ATD’s comprem inventário em AdExchange. AdExchanges São marketplaces online que possibilitam a compra e venda de inventário em tempo real Modelo(s) de negócio: CPM, CPC, CPA, dCPM Algumas vantagens: (sell side) - Permite disponibilizar inventário para DSP’s em um único local - Aumenta o alcance de venda Algumas vantagens: (buy side) - Permite comprar inventário de SSP’s em um único local - Aumenta o alcance de compra
  12. 12. Entendendo os players Adnetworks Empresas que compram e revendem inventário de terceiros Retargeters Se comportam como AdNetworks e agregam valor por meio de tecnologia (retargeting e algoritmos avançados de otimização), operando full servisse (DSP + Tecnologia + AdNetwork) Agency Trading Desks (ATD) Agências que operam DSP’s e agregam diferentes tecnologias de targeting e adserving de acordo com os objetivos dos clientes. Sell-Side Platform (SSP) Sistemas que permitem que veículos possam vender inventário em AdExchange para AdNetworks, Retargeters e ATD’s. Demand Side Platform Sistemas que permitem que AdNetworks, Retargeters e ATD’s comprem inventário em AdExchange. AdExchanges São marketplaces online que possibilitam a compra e venda de inventário em tempo real Modelo(s) de negócio: Variados Algumas vantagens: Buy side: - Possibilidade de ROI garantido - Formatos além de display / link de texto Sell side: - Formatos além de display - Abertos à negociações específicas / promoções
  13. 13. Entendendo os players Adnetworks Empresas que compram e revendem inventário de terceiros Retargeters Se comportam como AdNetworks e agregam valor por meio de tecnologia (retargeting e algoritmos avançados de otimização), operando full servisse (DSP + Tecnologia + AdNetwork) Agency Trading Desks (ATD) Agências que operam DSP’s e agregam diferentes tecnologias de targeting e adserving de acordo com os objetivos dos clientes. Sell-Side Platform (SSP) Sistemas que permitem que veículos possam vender inventário em AdExchange para AdNetworks, Retargeters e ATD’s. Demand Side Platform Sistemas que permitem que AdNetworks, Retargeters e ATD’s comprem inventário em AdExchange. AdExchanges São marketplaces online que possibilitam a compra e venda de inventário em tempo real Modelo(s) de negócio: Variados Algumas vantagens: (buy side) - Possibilidade de ROI garantido - Relatórios com análise de diferentes métricas - Gerenciamento de campanhas em tempo real
  14. 14. Entendendo os players Adnetworks Empresas que compram e revendem inventário de terceiros Retargeters Se comportam como AdNetworks e agregam valor por meio de tecnologia (retargeting e algoritmos avançados de otimização), operando full service (DSP + Tecnologia + AdNetwork + Criação + Gerenciamento) Agency Trading Desks (ATD) Agências que operam DSP’s e agregam diferentes tecnologias de targeting e adserving de acordo com os objetivos dos clientes. Sell-Side Platform (SSP) Sistemas que permitem que veículos possam vender inventário em AdExchange para AdNetworks, Retargeters e ATD’s. Demand Side Platform Sistemas que permitem que AdNetworks, Retargeters e ATD’s comprem inventário em AdExchange. AdExchanges São marketplaces online que possibilitam a compra e venda de inventário em tempo real Modelo(s) de negócio: Variados Algumas vantagens: (buy side) - Possibilidade de ROI garantido - Full service (DSP + Tecnologia + AdNetwork + Criação + Gerenciamento) - Cross Channel - Foco na utilização de CRM Digital (através de DCO) para reduzir a taxa de não-compradores dos sites anunciantes
  15. 15. Mídia tradicional x Mídia Programática
  16. 16. Mídia tradicional x Mídia Programática
  17. 17. Mídia tradicional x Mídia Programática
  18. 18. PERGUNTAS E RESPOSTAS OFERECIMENTO DE: Leonardo Mendes Media Manager Latam Leonardo.mendes@vizury.com (11) 98886.3650
  19. 19. 8h Realizado no IAB 8h 16h 16h Realizado no Centro Britânico Realizado no Station Lab E-learning _Educação Contínua em 6 Módulos de 72 Horas O QUE VEM POR AÍ... EVENTO Evento AdTech & Data 16h Fast track Realizado no IAB Training Center 16h Planejamento de compra em mídia digital Realizado na Station Lab 01 e 02 AGOSTO 25 e 26 JULHO 08 AGOSTO 12 AGOSTO Redes Sociais Avançado Training Center Direito Digital 8h

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