Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The programmatic - DSP - công nghệ tương lai của công nghiệp quảng cáo Digital

250 views

Published on

The programmatic - DSP - công nghệ tương lai của công nghiệp quảng cáo Digital

Published in: Marketing
  • Be the first to comment

The programmatic - DSP - công nghệ tương lai của công nghiệp quảng cáo Digital

  1. 1. Intelligence asset and property © AdPlus 2015 all right reserved Presented by: 1. DUNG QUY HOANG | DIGITAL SOLUTION DIRECTOR 2. TRINH MINH TIEN | HEAD OF PROGRAMMATIC MEDIA
  2. 2. Intelligence asset and property © AdPlus 2015 all right reserved Ugru... Go through the agenda first Trust me! You will love it!
  3. 3. Intelligence asset and property © AdPlus 2015 all right reserved • • • • •
  4. 4. Intelligence asset and property © AdPlus 2015 all right reserved the evolution of Display Advertising
  5. 5. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team HOW DISPLAY BOUGHT & SOLD DURATION BASE BUYING    PREMIUM PUBLISHERS
  6. 6. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher How about long tile sites? How can advertiser access this giant inventory? HOW DISPLAY BOUGHT & SOLD DURATION BASE BUYING    LONG TAIL PUBLISHERS PREMIUM PUBLISHERS Anninhthudo.vn baohay.vn baohomnay.com baotintuc.vn vov.vn vtc.vn yan.vn danviet.vn docbao.com.vn docbao.vn vietpress.vn Violet.vn doisong.vn doisongphapluat.com khatvongtuoitre.com kienthuc.net.vn petrotimes.vn thanhnien.com.vn tienphong.vn tinbaochi.com tinmoi.vn Tuoitre.vn vietgiaitri.com
  7. 7. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team HOW DISPLAY BOUGHT & SOLD Advertiser Agency Publisher Ad Network Advertiser / Agency buys from Ad Network Buying method: • CPM • CPC • CPV • CPA LONG TAIL PUBLISHERS Anninhthudo.vn baohay.vn baohomnay.com baotintuc.vn vov.vn vtc.vn yan.vn danviet.vn docbao.com.vn docbao.vn vietpress.vn Violet.vn doisong.vn doisongphapluat.com khatvongtuoitre.com kienthuc.net.vn petrotimes.vn thanhnien.com.vn tienphong.vn tinbaochi.com tinmoi.vn Tuoitre.vn vietgiaitri.com
  8. 8. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Ad Network Advertiser / Agency buys from Ad Network Ad Exchange Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team Note: Increasingly, Publishers & Ad Networks are using Real-Time Bidding (RTB) & Ad Exchanges • Sell premium inventory through private exchanges • Augment their inventory to fill demand HOW DISPLAY BOUGHT & SOLD
  9. 9. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Publisher HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  10. 10. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  11. 11. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Ad Exchange Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  12. 12. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Demand Side Platform Ad Exchange Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  13. 13. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Demand Side Platform Ad Exchange Publisher Ad Network Supply Side Platform HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  14. 14. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Supply Side Platform A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  15. 15. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Supply Side Platform Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  16. 16. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Supply Side Platform Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  17. 17. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Supply Side Platform 3rd Data Provider Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  18. 18. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Audience management consolidates audience data from various sources to help advertisers manage their audience communications & marketing program more efficiently Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Supply Side Platform Data Management Platform 3rd Data Provider Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  19. 19. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Audience management consolidates audience data from various sources to help advertisers manage their audience communications & marketing program more efficiently Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Supply Side Platform Data Management Platform 3rd Data Provider Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  20. 20. Intelligence asset and property © AdPlus 2015 all right reserved The evolution of Display Advertising: https://www.youtube.com/watch?v=1C0n_9DOlwE
  21. 21. Intelligence asset and property © AdPlus 2015 all right reserved Source: marketingland
  22. 22. Intelligence asset and property © AdPlus 2015 all right reserved PROGRAMMATIC USP’s Advertiser can access audiences from premium, long tail publishers & ad exchange Providing creative production solution & services Advertiser can manage their campaign across all ad inventory in one place Dedicated team who is responsible for setting up, monitoring & optimizing campaign Ensure your ads appear alongside the appropriate content Designed to work on any platform Cross-publisher, network & exchange Creative solution & management Centralized reporting for all display campaigns Account management Brand safe delivery Cross platform
  23. 23. Data-driven marketing
  24. 24. Intelligence asset and property © AdPlus 2015 all right reservedIntelligence asset and property © AdPlus 2015 all right reserved “Data Management Platform compiles audience data from various sources & makes it actionable for cross channel marketing” It can ingest disparate data sources including first, second & third party data & it’s where the data is normalized & standardized & audience segments are created for syndication to external ad targeting & content delivery platforms
  25. 25. Intelligence asset and property © AdPlus 2015 all right reserved Online site behavior Offline Databases (CRM, call center) Partner Data 3rd Party Data ADVERTISERS CHALLENGE Data is in silos & difficult to act upon Data adjustment
  26. 26. Intelligence asset and property © AdPlus 2015 all right reserved Audience Data Ingestion Identify & Segment Multi-Channel Delivery THE POWER OF AUDIENCE TARGETING 1st Party Data • Online & offline data • Site visitors / web analytics • CRM 2nd Party Data • Partner data 3rd Party Data • Data partner integrations Display ad Website Search Social Video Mobile • Identify & segment high- value audiences • Syndicate to targeting platforms • Look-alike modeling • One view of marketing effectiveness
  27. 27. Intelligence asset and property © AdPlus 2015 all right reserved DIGITAL CRM
  28. 28. Intelligence asset and property © AdPlus 2015 all right reserved HOW TO DO DATA DRIVEN MARKETING ? DATA MANAGEMENT PLATFORM DITAL CRM MULTICHANNEL MARKETING
  29. 29. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Sell Side Platform Ad Server RECAP & KEYWORDS
  30. 30. THANK YOU!

×