FROM DATA TO VALUE TRADING PLACES ALAIN LEVY – CEO WEBORAMA ATS PARIS – OCTOBER 27, 2011
AGENCIES ADVERTISERS THE NEW ECO-SYSTEM PUBLISHERS AD  SERVERS TRADING DESKS AD  SERVERS Real Time Bidding AD  EXCHANGES D...
THE MARKETER’S DREAM <ul><li>«   We can target not just demographic segments but individual households. </li></ul><ul><li>...
 
DATA  IS  CENTRAL
Cluster  Clusters  Combination of clusters  FROM DATA TO VALUE  PARTITION CLUSTER  USER Family of words SEARCH + SURF To u...
BRIEF PROPOSAL STEP 1:  Tag advertiser network, define behavior STEP 2:  Identify best clusters  STEP 3:  Clones et Retarg...
BRIEF PROPOSAL Format:  Rich Media  ( FloorAd, 300x250, 728x90) Clusters:  30-44, high income, clusters Tourism, Info Netw...
BRIEF PROPOSAL Performed Custom Profiling  using Adperf tags  Build custom cluster: High income, 25 to 49 years old Intere...
 
IT’S ALL ABOUT EXECUTION  <ul><li>Trading data </li></ul><ul><li>Inter connection </li></ul><ul><li>Measurability: beyond ...
TRADING DATA  ATS PARIS – OCTOBER 27, 2011
 
 
 
TRADING DATA  HUB FORUM – OCTOBER 7, 2011
TRADING PORK BELLIES  <ul><li>Trading Unit </li></ul><ul><li>Frozen Pork Belly Futures: 40,000 pounds of frozen </li></ul>...
TRADING ORANGE JUICE  <ul><li>Trading Unit  - 15,000 lbs. of orange solids (3% more or less).  </li></ul><ul><li>Basis Gra...
TRADING RAW SUGAR <ul><li>Trading Unit  - 112,000 lbs. (50 Long tons) </li></ul><ul><li>Grade  - Raw centrifugal cane suga...
TRADING WHITE SUGAR <ul><li>Trading Unit  - 112,000 lbs. (50 Long tons) </li></ul><ul><li>Quality  - White beet, cane crys...
TRADING SUGAR ATS PARIS – OCTOBER 27, 2011
TRADING SUGAR ATS PARIS – OCTOBER 27, 2011
 
 
 
 
TRADING DATA <ul><li>Definition  - Raw data? Refined data? </li></ul><ul><li>Trading Unit  - Cookie? Cluster? Intender? De...
 
ARTICLE 12: No one shall be subjected to arbitrary interference with his privacy, family, home or correspondence, nor to a...
 
 
 
 
 
“ If the bee disappears from the surface of the earth, man would have no more than four years to live”
A NEW AGE OF GLORY <ul><li>«The advertising business may be heading for trouble. Or it might be heading for a new age of g...
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ATS Paris, Weborama

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ATS Paris, Weborama

  1. 1. FROM DATA TO VALUE TRADING PLACES ALAIN LEVY – CEO WEBORAMA ATS PARIS – OCTOBER 27, 2011
  2. 2. AGENCIES ADVERTISERS THE NEW ECO-SYSTEM PUBLISHERS AD SERVERS TRADING DESKS AD SERVERS Real Time Bidding AD EXCHANGES DATA ATS PARIS – OCTOBER 27, 2011 DSP SSP DSP DSP SSP SSP
  3. 3. THE MARKETER’S DREAM <ul><li>«   We can target not just demographic segments but individual households. </li></ul><ul><li>If a family has a newborn baby, we can make sure they get a Pampers commercial   » </li></ul>ATS PARIS – OCTOBER 27, 2011
  4. 5. DATA IS CENTRAL
  5. 6. Cluster Clusters Combination of clusters FROM DATA TO VALUE PARTITION CLUSTER USER Family of words SEARCH + SURF To users within a partition AD IMPRESSIONS ATS PARIS – OCTOBER 27, 2011
  6. 7. BRIEF PROPOSAL STEP 1: Tag advertiser network, define behavior STEP 2: Identify best clusters STEP 3: Clones et Retargeting Format: 250x300, SlideIn TM Clusters: Clusters Info, Auto intenders, enterprise, my finances, good deals  Network: Weborama OUTCOME* GOAL: Performance TARGET: Qualified audience of UUs who visited the website and did not convert *Source : Weborama CTR: 0,15%-0,33% CPA: 6 times inferior to client’s expectations CASE STUDY
  7. 8. BRIEF PROPOSAL Format: Rich Media ( FloorAd, 300x250, 728x90) Clusters: 30-44, high income, clusters Tourism, Info Network: Weborama ad hoc Volume: 12 million impressions OUTCOME* GOAL: Brand awareness, traffic Cible: 30-44, high income, interest in Trips and Tourism BRANDING 2,9 millions UUs 1 min 4 s average exposure Renewal of the campaign *Source : Weborama powered by Adrime, Exposition calculée à partir de 50% de l’affichage du format durant 5 secondes. CASE STUDY
  8. 9. BRIEF PROPOSAL Performed Custom Profiling using Adperf tags Build custom cluster: High income, 25 to 49 years old Interested in computer & electronics (Internet access, computer & peripherals) and home & lifestyle (moving, furniture, energy & utilities) OUTCOME* Leverage 1 st party data knowledge Identify core Numericable target Transfer to AOD trading desk for targeting Transfered Custom Profile to Audience On Demand platform Generated 36% of conversions *Source : Weborama powered by Adrime, Exposition calculée à partir de 50% de l’affichage du format durant 5 secondes. CASE STUDY
  9. 11. IT’S ALL ABOUT EXECUTION <ul><li>Trading data </li></ul><ul><li>Inter connection </li></ul><ul><li>Measurability: beyond the GRP </li></ul><ul><li>ATAWAD </li></ul><ul><li>Privacy </li></ul>ATS PARIS – OCTOBER 27, 2011
  10. 12. TRADING DATA ATS PARIS – OCTOBER 27, 2011
  11. 16. TRADING DATA HUB FORUM – OCTOBER 7, 2011
  12. 17. TRADING PORK BELLIES <ul><li>Trading Unit </li></ul><ul><li>Frozen Pork Belly Futures: 40,000 pounds of frozen </li></ul><ul><li>pork bellies cut and trimmed </li></ul><ul><li>Frozen Pork Bellies Options: One Frozen </li></ul><ul><li>Pork Belly Futures Contract: Chicago MEX </li></ul>ATS PARIS – OCTOBER 27, 2011
  13. 18. TRADING ORANGE JUICE <ul><li>Trading Unit - 15,000 lbs. of orange solids (3% more or less). </li></ul><ul><li>Basis Grade - U.S. Grade A with a Brix value of not less than 62.5 degrees. </li></ul><ul><li>Delivery Points - Exchange licensed warehouses in Florida, New Jersey, Delaware and California. </li></ul><ul><li>Delivery Methods - Drums or tanks, at the seller's option. </li></ul><ul><li>Chicago MEX </li></ul>ATS PARIS – OCTOBER 27, 2011
  14. 19. TRADING RAW SUGAR <ul><li>Trading Unit - 112,000 lbs. (50 Long tons) </li></ul><ul><li>Grade - Raw centrifugal cane sugar based on 96 degrees average polarization. </li></ul><ul><li>Delivery Points - A port in the country of origin or in the case of landlocked countries, at a berth or anchorage in the customary port of export. Subject to minimum standards established by the Exchange's rules (NY #11) </li></ul>ATS PARIS – OCTOBER 27, 2011
  15. 20. TRADING WHITE SUGAR <ul><li>Trading Unit - 112,000 lbs. (50 Long tons) </li></ul><ul><li>Quality - White beet, cane crystal sugar or refined sugar of the crop current at the time of delivery, free running of regular grain size and fair average of the quality of deliveries made from the declared origin from such crop, with minimum polarisation 99.8 degrees, moisture maximum 0.06% and colour of a maximum 45 units ICUMSA attenuation index, all at time of delivery to vessel at the port. </li></ul><ul><li>Refined Sugar Association of London (1891) </li></ul>ATS PARIS – OCTOBER 27, 2011
  16. 21. TRADING SUGAR ATS PARIS – OCTOBER 27, 2011
  17. 22. TRADING SUGAR ATS PARIS – OCTOBER 27, 2011
  18. 27. TRADING DATA <ul><li>Definition - Raw data? Refined data? </li></ul><ul><li>Trading Unit - Cookie? Cluster? Intender? Demographics? </li></ul><ul><li>Quality - Recency? Retargeting? Rareness? </li></ul><ul><li>Price - CPM? CPC? CPA? Subscribtion? </li></ul><ul><li>Delivery condition - Ex Warehouse (My server)? FOB (Adex)? C&F (Agency server)? </li></ul>ATS PARIS – OCTOBER 27, 2011
  19. 29. ARTICLE 12: No one shall be subjected to arbitrary interference with his privacy, family, home or correspondence, nor to attacks upon his honour and reputation. Everyone has the right to the protection of the law against such interference or attacks.
  20. 35. “ If the bee disappears from the surface of the earth, man would have no more than four years to live”
  21. 36. A NEW AGE OF GLORY <ul><li>«The advertising business may be heading for trouble. Or it might be heading for a new age of glory. Believe it or not, the direction, up or down, is in our hands.» </li></ul><ul><li>Edwin Artzt, May 12, 1994 </li></ul><ul><li>American Association of Advertising Agencies </li></ul>ATS PARIS – OCTOBER 27, 2011

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