Audience based planning
7
Audience planning

What are we
talking about?
What are we talking about?

Using digital data to create custom audiences and reach them across
multiple websites with the...
Why is it happening now?

Auction-based Buying
Models

Data Availability
•

Proliferation of available
data sources

•

Pu...
Opportunity

Apply data and technology to
improve the value and
performance of media
inventory
Agency
Advertiser

Publisher
Consumer
First we had Ad Exchanges
• An Ad Exchange is an auction for display
advertising – it connects buyers and sellers
electron...
Where do DSPs fit in?
Publisher
Impression

Ad
Exchange

Ad ge
n
cha
Ex

A
Exc d
han
ge

DSP

Bid

Advertiser

Data
Provid...
Let’s make it even more complicated…
• SSPs (Sell Side Platforms) allow
publishers to maximise yield from multiple
invento...
16
AD EXCHANGES

Agency
Advertiser

Trading Desk

Publisher
Consumer

DMP

DSP

SSP
Putting data into a framework…
Demonstrated
Affinity

CUSTOMER

≈

!

RETARGETING

Revenue
Capture

$

SEARCH
RETARGETING
...
Q&A
Programmatic   versailles breakfast club
Programmatic   versailles breakfast club
Programmatic   versailles breakfast club
Programmatic   versailles breakfast club
Programmatic   versailles breakfast club
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Programmatic versailles breakfast club

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  • 'The Programmatic Media Opportunity' Presented on February 21 at Versailles Breakfast Club by Juan Bongiovanni, LAC Regional Director of Interaction at MEC.
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Programmatic versailles breakfast club

  1. 1. Audience based planning
  2. 2. 7
  3. 3. Audience planning What are we talking about?
  4. 4. What are we talking about? Using digital data to create custom audiences and reach them across multiple websites with the most relevant message • Profile Based Planning • Content • Context • Demographics Audience Based Planning • • Performed a desired set of actions/behaviors User characteristics Purchases or researches product information Awareness 18-49 year olds Prefe Loyalty Sports fans Small business content MostCustomer likely customer Purchase
  5. 5. Why is it happening now? Auction-based Buying Models Data Availability • Proliferation of available data sources • Publishers becoming data providers • Decreasing cost of access to data Dynamic Optimization Technologies • Publishers bypassing ad networks and selling nonguaranteed inventory to ad exchanges • Demand-side platforms dynamically bidding for ad impressions available in exchanges • Ad exchanges moving from blind / low quality inventory to transparent / higher quality • Intelligent bid management for the most valuable users / content • Global campaign reach, frequency and pacing controls • Access to inventory at scale
  6. 6. Opportunity Apply data and technology to improve the value and performance of media inventory
  7. 7. Agency Advertiser Publisher Consumer
  8. 8. First we had Ad Exchanges • An Ad Exchange is an auction for display advertising – it connects buyers and sellers electronically Publisher Impression • Sellers list ad impressions, buyers bid for each impression and the highest bidder wins – in order to bid, you need a “seat” on the exchange • Ad Exchanges conduct an auction for every single ad impression – it’s a second price auction so the winner pays a tiny fraction more than the next highest bid Ad Exchange Ad ve Bid rti se r Bid Bid Advertiser v Ad r se rti e • Some exchanges support “RTB” (real-time bidding) which allows buyers to bid in real time within each auction
  9. 9. Where do DSPs fit in? Publisher Impression Ad Exchange Ad ge n cha Ex A Exc d han ge DSP Bid Advertiser Data Provider • Publishers can only list a single impression on a single exchange, but the same consumer might be found across several publishers and therefore exchanges • DSPs (Demand Side Platforms) give agencies/advertisers access to a single point of management for all Ad Exchanges • DSPs support the integration of 3rd party data from Data Providers to power improved targeting capabilities
  10. 10. Let’s make it even more complicated… • SSPs (Sell Side Platforms) allow publishers to maximise yield from multiple inventory sources • DMPs (Data Management Platforms) enable advertisers to manage both their internal data and the acquisition of data from 3rd party data providers Data Prov ider DMP Bid Advertiser Data r Provide Ad e Exchang DSP Pub lishe r Ex A ch d an ge SSP er ish bl Pu er blish Pu a at er D id ov Pr
  11. 11. 16
  12. 12. AD EXCHANGES Agency Advertiser Trading Desk Publisher Consumer DMP DSP SSP
  13. 13. Putting data into a framework… Demonstrated Affinity CUSTOMER ≈ ! RETARGETING Revenue Capture $ SEARCH RETARGETING INTENDER MODELED DATA Inferred Affinity INTEREST AUDIENCE DISCOVERY Demand Generation
  14. 14. Q&A

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