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Presented by:
Raghavendra Agarwala
CTO
TorcAI Digital
Prashant Dixit
Director Sales
TorcAI Digital
Agenda
• The Digital Ad Tech Timeline: What is changing around you
• Duopoly : The Good, the Bad and the Ugly!
• Duopoly long-term side effects
• Where to start: Building your Audience
• Building a sustainable Growth
2
The Digital AdTech Timeline
3
→ Destinations
→ Ad Placements
→ Display
→ Content
→ Performance
→ Interactivity
→ Video
→ CPC
→ User/Device ID
→ Behaviour
→ Programmatic
→ PMP
→ Native
→ Actions
→ AI
→ ML
→ Predictive Analytics
→ Programmable Bidder
→ Blockchain
2008 2012 2018 2022
Characteristics of a Duopoly
4
Characteristic
Doesn’t want Advertiser & Publisher to own Audience data
Doesn’t give access to Audience and Bid details
Can’t use custom algorithm for optimisation of buy or sell
Black box (No Transparency)
The Google Perspective
5
The Google Value Chain
6
User
SSP Exchange
DFP, AdSense & AdX
DSP Agency
DBM /DV 360 Deals
Publisher Advertiser
Google: The Audience Powerhouse
7
Global DNS 8.8.8.8 GA Tag
Search Peer Links
The Publisher Maze
• For Google Publisher’s are merely
content creators
• Neither AdSense nor DFP require
Publisher side audience data
• The new age DMPs that connect
Publishers and Advertisers have their
respective biz models around Google
• Note: prebid.org – just a tap on the
wrist. Setting up the floor price to give
competition.
8
The Advertiser Maze
• Google advertiser can’t really use any
analytics and/or custom bid
optimisation
• Google does not share event level
data
• DBM gives one of the highest pass
back to agencies
• No visibility in media buy
• No visibility with 3rd party audience
9
The Facebook Perspective
10
Facebook’s Core Value Preposition
• Facebook has over 2.2 billion active
users
• It has a host of apps that drive huge
traction across user segments
• It’s one of the biggest demand hubs
• Facebook is able to use its profile
over 3rd party inventory and execute
campaign with high accuracy
11
Facebook: Audience Power
12
Social Graphs Single Sign-on
Demography Chats
The Facebook Conundrum
• In Facebook world Publishers &
Content aggregators don’t exist
• Facebook needs neither Publisher
inventory nor Advertiser data
hence it would always play with its
own rules
• Facebook picks top 5% inventory at
10x price still creating a loss of 50%
for any Publisher
13
Why build Audience
• The user you can find on Open RTB for
$0.20 CPM will be available in DBM at
$0.80-$1.00 CPM
• One algo change by Facebook can reduce
your traffic by over 35% and can spike up
your Ad cost
• Pay more for Traffic; Pay more for ads
• Misuse of your data by competition: e.g.
Insurance clients pay ₹1500 for a click
14
Why build Audience
• In short run audience focus is not on paying Publishers in terms of
subscription or ad revenue. Such prolonged behaviour will reduce
publisher to content curator/aggregator.
• Advertisers can’t find supply combined with audience other than
Google & Facebook. This over dependence will eat into organic
growth and create unsustainable brand equity & acquisition costs.
• ‘Search’ for most of the biz can’t give any performance related ROI.
For impact ‘Search’ is really not required.
• Google-FB based attribution does allow Open RTB ecosystem to
report unbiasedly. This is a good way to kill competition.
15
Publishers: The Audience Solution
• Enhance audience data by doing data
deals
• Focus on deep segmentations
• Get DSPs that would like to use your
audience
• Get private exchange and/or SSHB and
pass audience data in EXT
• Go beyond RFM (Recency, Frequency
and Monetary) into engagement, LTV,
CLC, etc.
16
Advertisers: The Open RTB Way
• Audience based buy will always beat
contextual based buy hands-down
• Focused collaborative approach for an
industry cum vertical can break social
plus audience extension paradigm
• Explore Open system, it will always pay
in long run.
• Key result area in terms of impact,
performance etc.
• Analytics driven operations
17
What Next !!
• Look for Open RTB ecosystem
• Look for audience based value adds
– Deep Segmentations
– Ext
• Create core design for data privacy in the e2e value chain
• Create hybrid between Open RTB & direct sale/direct buy
18
Key Takeaways
• Your Audience is your strategic strength
• Look at audience buildup as a long term investment
• Be open to challenge duopoly
• Open RTB ecosystem is “the” alternative to DBM
• Open RTB adoption will require CMO & CTO to work together
• Use the compliance disruption to gain the field
19
Many Thanks!
20
Please feel free to reach us
for more details:
pd@torcai.com
Casey Newton, Silicon Valley Editor – The Verge

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Beyond the Google and Facebook Duopoly

  • 1. Presented by: Raghavendra Agarwala CTO TorcAI Digital Prashant Dixit Director Sales TorcAI Digital
  • 2. Agenda • The Digital Ad Tech Timeline: What is changing around you • Duopoly : The Good, the Bad and the Ugly! • Duopoly long-term side effects • Where to start: Building your Audience • Building a sustainable Growth 2
  • 3. The Digital AdTech Timeline 3 → Destinations → Ad Placements → Display → Content → Performance → Interactivity → Video → CPC → User/Device ID → Behaviour → Programmatic → PMP → Native → Actions → AI → ML → Predictive Analytics → Programmable Bidder → Blockchain 2008 2012 2018 2022
  • 4. Characteristics of a Duopoly 4 Characteristic Doesn’t want Advertiser & Publisher to own Audience data Doesn’t give access to Audience and Bid details Can’t use custom algorithm for optimisation of buy or sell Black box (No Transparency)
  • 6. The Google Value Chain 6 User SSP Exchange DFP, AdSense & AdX DSP Agency DBM /DV 360 Deals Publisher Advertiser
  • 7. Google: The Audience Powerhouse 7 Global DNS 8.8.8.8 GA Tag Search Peer Links
  • 8. The Publisher Maze • For Google Publisher’s are merely content creators • Neither AdSense nor DFP require Publisher side audience data • The new age DMPs that connect Publishers and Advertisers have their respective biz models around Google • Note: prebid.org – just a tap on the wrist. Setting up the floor price to give competition. 8
  • 9. The Advertiser Maze • Google advertiser can’t really use any analytics and/or custom bid optimisation • Google does not share event level data • DBM gives one of the highest pass back to agencies • No visibility in media buy • No visibility with 3rd party audience 9
  • 11. Facebook’s Core Value Preposition • Facebook has over 2.2 billion active users • It has a host of apps that drive huge traction across user segments • It’s one of the biggest demand hubs • Facebook is able to use its profile over 3rd party inventory and execute campaign with high accuracy 11
  • 12. Facebook: Audience Power 12 Social Graphs Single Sign-on Demography Chats
  • 13. The Facebook Conundrum • In Facebook world Publishers & Content aggregators don’t exist • Facebook needs neither Publisher inventory nor Advertiser data hence it would always play with its own rules • Facebook picks top 5% inventory at 10x price still creating a loss of 50% for any Publisher 13
  • 14. Why build Audience • The user you can find on Open RTB for $0.20 CPM will be available in DBM at $0.80-$1.00 CPM • One algo change by Facebook can reduce your traffic by over 35% and can spike up your Ad cost • Pay more for Traffic; Pay more for ads • Misuse of your data by competition: e.g. Insurance clients pay ₹1500 for a click 14
  • 15. Why build Audience • In short run audience focus is not on paying Publishers in terms of subscription or ad revenue. Such prolonged behaviour will reduce publisher to content curator/aggregator. • Advertisers can’t find supply combined with audience other than Google & Facebook. This over dependence will eat into organic growth and create unsustainable brand equity & acquisition costs. • ‘Search’ for most of the biz can’t give any performance related ROI. For impact ‘Search’ is really not required. • Google-FB based attribution does allow Open RTB ecosystem to report unbiasedly. This is a good way to kill competition. 15
  • 16. Publishers: The Audience Solution • Enhance audience data by doing data deals • Focus on deep segmentations • Get DSPs that would like to use your audience • Get private exchange and/or SSHB and pass audience data in EXT • Go beyond RFM (Recency, Frequency and Monetary) into engagement, LTV, CLC, etc. 16
  • 17. Advertisers: The Open RTB Way • Audience based buy will always beat contextual based buy hands-down • Focused collaborative approach for an industry cum vertical can break social plus audience extension paradigm • Explore Open system, it will always pay in long run. • Key result area in terms of impact, performance etc. • Analytics driven operations 17
  • 18. What Next !! • Look for Open RTB ecosystem • Look for audience based value adds – Deep Segmentations – Ext • Create core design for data privacy in the e2e value chain • Create hybrid between Open RTB & direct sale/direct buy 18
  • 19. Key Takeaways • Your Audience is your strategic strength • Look at audience buildup as a long term investment • Be open to challenge duopoly • Open RTB ecosystem is “the” alternative to DBM • Open RTB adoption will require CMO & CTO to work together • Use the compliance disruption to gain the field 19
  • 20. Many Thanks! 20 Please feel free to reach us for more details: pd@torcai.com Casey Newton, Silicon Valley Editor – The Verge