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Programmatic Mobile First
Jan. 29, 2016•0 likes•1,446 views
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Mobile
Discussing programmatic media buying from an advertiser's perspective, focusing on the significant value of 1st party data.
John DoxarasFollow
CEO at WarplyAdvertisement
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Programmatic Mobile First
- programmatic is data
- programmatic is mobile
- outline history and definitions Warply programmatic ad network targeting formats omnichannel payments and wallets
- history 90s today publishers direct ad networks ad exchangers DSPs agency trading desks programmatic
- definitions • WHAT ? Automated buying, placement and optimisation of media inventory • HOW ? Media buying decisions taken impression by impression, user by user • WHY ? Data Driven
- data 1st Party Data 2nd Party Data 3rd Party Data
- convergence 1st Party Data 3rd Party Data obfuscation marketing cloud re-marketing re-targeting
- mobile ad network GR mobile apps mobile web
- mobile ad network CY
- share of impressions 20-35% mobile web 10-25% mobile apps 10-12% tablets source: Warply Ad Network
- share of attention source: Warply Ad Network, emarketeer
- volume 115Μ ad impressions in mobile web 245Μ ad impressions in apps 245Μ 3.2M unique mobile devices source: Warply Ad Network
- ad blocking source GlobalWebIndex 10% increase during Q4 2015 because of mobile iOS
- ecosystem agency trading desk advertiser ad network (advertiser side) advertiser ad server DSP (RTB Client) SSP (RTB Server) Publishers ad network (publisher side) publisher ad server Data Broker Consumers Buy Side Sell Side DMP
- Lifestyle American Football Auto Enthusiasts Avid Runners Engineering Enthusiasts Fashionistas Food & Dining Lovers Health & Fitness Enthusiasts High Net-Worth Individuals Home & Garden Pros Mothers New Mothers Parenting & Education Pet Owners Photo & Video Enthusiasts Singles Social Influencer Spanish Speakers Sports Fans Tech & Gadget Enthusiasts Business Business Professionals Personal Finance Geeks Real Estate Follower Small Business Owner Sports Sports Fans Avid Runners American Football Fans Travel Business Travelers Flight Intenders Leisure Travelers Shopping Catalog Shoppers In-app Purchasers Mobile Payment Makers Value Shoppers Entertainment Bookworms Casual and Social Gamers Entertainment Enthusiasts Hardcore/Midcore Gamers Movie Lovers Music Lovers News and Magazine Readers Slots Players TV Lovers Audiences
- targeting - device
- targeting - location
- mobile only targeting data points
- native ads - homepage
- native ads - timeline
- native ads - inbox
- native ads - vertical video
- native ads - awards
- native ads - prestitials
- adaptive creatives - weather
- adaptive creatives - audiences Business Professionals parentstech & gadget lover
- performance 4.5% 2.1% 4.6% 3.7% 3.7% 3.2%
- omnichannel
- personalisation
- fingerprinting customer id email advertising id cookie
- permission marketing
- mobile retention
- mobile wallets
- programmatic is data
- programmatic is mobile
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