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LIVErtising 2018 06 Digital display advertising

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Keynote 06 of my Master course in digital marketing communication at IHECS, Brussels

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LIVErtising 2018 06 Digital display advertising

  1. 1. LIVErtising.net 1 10 LIVErtising 18.06
  2. 2. LIVErtising.net 1 10 Have you ever clicked here? LIVErtising 18.06
  3. 3. LIVErtising.net 1 Identity
  4. 4. LIVErtising.net Display = banner* advertising
  5. 5. LIVErtising.net Display = banner* advertising
  6. 6. LIVErtising.net CTR / performance
  7. 7. LIVErtising.net 5
  8. 8. LIVErtising.net 5
  9. 9. LIVErtising.net 5
  10. 10. LIVErtising.net 6 https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf
  11. 11. LIVErtising.net 6 https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf
  12. 12. LIVErtising.net 7
  13. 13. LIVErtising.net 7
  14. 14. LIVErtising.net 7
  15. 15. LIVErtising.net 2 the ADserver
  16. 16. LIVErtising.net 9 Adserver basics: tags and bids https://wiki.appnexus.com/display/industry/Ad+Tags
  17. 17. LIVErtising.net User visits webpage
  18. 18. LIVErtising.net User visits webpage Impression counted & visit recorded
  19. 19. LIVErtising.net User visits webpage Impression counted & visit recorded ANALYTICS
  20. 20. LIVErtising.net User visits webpage Impression counted & visit recorded ANALYTICS tag
  21. 21. LIVErtising.net User visits webpage Impression counted & visit recorded ANALYTICS tag
  22. 22. LIVErtising.net User visits webpage Impression counted & visit recorded tag
  23. 23. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked tag
  24. 24. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked tag
  25. 25. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R tag
  26. 26. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected tag
  27. 27. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” tag
  28. 28. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded tag
  29. 29. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag
  30. 30. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag
  31. 31. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag
  32. 32. LIVErtising.net https://youtu.be/bA2Q-QzZDXQ
  33. 33. LIVErtising.net https://youtu.be/bA2Q-QzZDXQ
  34. 34. LIVErtising.net https://youtu.be/bA2Q-QzZDXQ
  35. 35. LIVErtising.net https://youtu.be/bA2Q-QzZDXQ
  36. 36. LIVErtising.net https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf
  37. 37. LIVErtising.net https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf CPM CPC/A
  38. 38. LIVErtising.net https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf CPM CPC/A
  39. 39. LIVErtising.net https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf CPM CPC/A
  40. 40. LIVErtising.net https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf CPM CPC/A
  41. 41. LIVErtising.net https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf CPM CPC/A
  42. 42. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag
  43. 43. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag Direct traffic: clicks send traffic to the landing page
  44. 44. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag Direct traffic: clicks send traffic to the landing page Adserver transmission: (post)click data transferred to server
  45. 45. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag Direct traffic: clicks send traffic to the landing page Adserver transmission: (post)click data transferred to server Tracking reports: campaign evaluation & optimisation
  46. 46. LIVErtising.net Criteria are checked
  47. 47. LIVErtising.net 2 the adserver 3
  48. 48. LIVErtising.net 3 targeting
  49. 49. LIVErtising.net
  50. 50. LIVErtising.net
  51. 51. LIVErtising.net
  52. 52. LIVErtising.net 19
  53. 53. LIVErtising.net 19
  54. 54. LIVErtising.net 19
  55. 55. LIVErtising.net 20
  56. 56. LIVErtising.net 20 TARGETING:
  57. 57. LIVErtising.net 20 TARGETING: CONTEXTUAL
  58. 58. LIVErtising.net 20 TARGETING: CONTEXTUAL BEHAVIOURAL
  59. 59. LIVErtising.net 20 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING
  60. 60. LIVErtising.net 20 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING
  61. 61. LIVErtising.net 21
  62. 62. LIVErtising.net 21
  63. 63. LIVErtising.net 21
  64. 64. LIVErtising.net 21
  65. 65. LIVErtising.net 21
  66. 66. LIVErtising.net 21
  67. 67. LIVErtising.net 21
  68. 68. LIVErtising.net 22
  69. 69. LIVErtising.net 22 TARGETING:
  70. 70. LIVErtising.net 22 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING
  71. 71. LIVErtising.net 22 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING DAYTIME TARGETING
  72. 72. LIVErtising.net 22 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING DAYTIME TARGETING
  73. 73. LIVErtising.net 23
  74. 74. LIVErtising.net 23
  75. 75. LIVErtising.net 23
  76. 76. LIVErtising.net 23
  77. 77. LIVErtising.net 24 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING DAYTIME TARGETING LOOKALIKE or SIMILAR AUDIENCES
  78. 78. LIVErtising.net 25 Source: 19th Observatory of ePub, March 2018
  79. 79. LIVErtising.net 25 Total display: +20% Source: 19th Observatory of ePub, March 2018
  80. 80. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France Total display: +20% Source: 19th Observatory of ePub, March 2018
  81. 81. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  82. 82. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France Devices Buying mode+35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  83. 83. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France Devices Buying mode Social Formats +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  84. 84. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) Devices Buying mode Social Formats +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  85. 85. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) Devices Buying mode Social Formats video +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  86. 86. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) organic vs paid Devices Buying mode Social Formats video +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  87. 87. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) programmatic organic vs paid Devices Buying mode Social Formats video +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  88. 88. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) programmatic organic vs paid Devices Buying mode Social Formats video +35% +48% +38% +41% Social + video = +90% Total display: +20% Source: 19th Observatory of ePub, March 2018
  89. 89. LIVErtising.net 26 95+% BERKE, FULTON & VACCARELLO, The Retargeting Playbook, Wiley, 2014, 1.
  90. 90. LIVErtising.net 27
  91. 91. LIVErtising.net 27
  92. 92. LIVErtising.net 28
  93. 93. LIVErtising.net 29
  94. 94. LIVErtising.net 3 targeting 4
  95. 95. LIVErtising.net 4 Retargeting REmarketing
  96. 96. http://lp.liveramp.com/WP-2015-05-AddressableTV_.html?utm_source=BrightTALK&utm_medium=Webinar&utm_content=Whitepaper&utm_campaign=Addressable-TV
  97. 97. It is the process of serving ads to leads who have bounced or abandoned your site… so as to get them to return & convert http://lp.liveramp.com/WP-2015-05-AddressableTV_.html?utm_source=BrightTALK&utm_medium=Webinar&utm_content=Whitepaper&utm_campaign=Addressable-TV
  98. 98. LIVErtising.net 32
  99. 99. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 02 04 05 06 03
  100. 100. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 02 Branding 04 05 06 03
  101. 101. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding 04 05 06 03
  102. 102. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Targeting04 05 06 03
  103. 103. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Targeting04 Legal aspect 05 06 03
  104. 104. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Targeting04 Legal aspect 05Competition 06 03
  105. 105. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Targeting04 Legal aspect 05Competition 06 Cross-platform 03
  106. 106. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Keeps your website top- of-mind Targeting04 Legal aspect 05Competition 06 Cross-platform 03
  107. 107. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting04 Legal aspect 05Competition 06 Cross-platform 03
  108. 108. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect 05Competition 06 Cross-platform 03
  109. 109. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect This is not subject to the opt-in legal restriction 05Competition 06 Cross-platform 03
  110. 110. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect This is not subject to the opt-in legal restriction 05Competition 06 Cross-platform 03
  111. 111. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect This is not subject to the opt-in legal restriction 05Competition Lower range of competitors 06 Cross-platform 03
  112. 112. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect This is not subject to the opt-in legal restriction 05Competition Lower range of competitors 06 Cross-platform Retargeting can be implemented on different digital channels 03
  113. 113. LIVErtising.net 34 1 2 3 4 5
  114. 114. LIVErtising.net 34 Tag your site1 2 3 4 5
  115. 115. LIVErtising.net 34 Tag your site Make lists 1 2 3 4 5
  116. 116. LIVErtising.net 34 Tag your site Make lists 1 2 3 4 5
  117. 117. LIVErtising.net 34 Tag your site Make lists 1 2 3 4 5
  118. 118. LIVErtising.net 34 Tag your site Make lists 1 2 3 4 5
  119. 119. LIVErtising.net 34 Tag your site Make lists Create a campaign 1 2 3 4 5
  120. 120. LIVErtising.net 34 Tag your site Make lists Lists are populated Create a campaign 1 2 3 4 5
  121. 121. LIVErtising.net 34 Tag your site Make lists Lists are populated Create a campaign 1 2 3 4 Listed surfers are retargeted5
  122. 122. LIVErtising.net 35
  123. 123. LIVErtising.net 35
  124. 124. LIVErtising.net 35
  125. 125. LIVErtising.net 35
  126. 126. LIVErtising.net http://www.freetime.com http://www.freetime.com/sport http://www.freetime.com/sports/basketball http://www.freetime.com/sports/tennis http://www.freetime.com/leisure/home http://www.freetime.com/leisure/garden http://www.freetime.com/leisure/sports/walking http://www.freetime.com/leisure/goingout List definition: “All visitors who visited a URL that contains “sports” Who did not visit the URL equals “sport”
  127. 127. LIVErtising.net http://www.freetime.com http://www.freetime.com/sport http://www.freetime.com/sports/basketball http://www.freetime.com/sports/tennis http://www.freetime.com/leisure/home http://www.freetime.com/leisure/garden http://www.freetime.com/leisure/sports/walking http://www.freetime.com/leisure/goingout List definition: “All visitors who visited a URL that contains “sports” Who did not visit the URL equals “sport”
  128. 128. LIVErtising.net http://www.freetime.com http://www.freetime.com/sport http://www.freetime.com/sports/basketball http://www.freetime.com/sports/tennis http://www.freetime.com/leisure/home http://www.freetime.com/leisure/garden http://www.freetime.com/leisure/sports/walking http://www.freetime.com/leisure/goingout List definition: “All visitors who visited a URL that contains “sports” Who did not visit the URL equals “sport”
  129. 129. LIVErtising.net http://www.freetime.com http://www.freetime.com/sport http://www.freetime.com/sports/basketball http://www.freetime.com/sports/tennis http://www.freetime.com/leisure/home http://www.freetime.com/leisure/garden http://www.freetime.com/leisure/sports/walking http://www.freetime.com/leisure/goingout List definition: “All visitors who visited a URL that contains “sports” Who did not visit the URL equals “sport”
  130. 130. LIVErtising.net Your 3 keys to retargeting success
  131. 131. LIVErtising.net Your 3 keys to retargeting success Audience Create segmented audience lists corresponding to real interests & behaviours in your audience 1
  132. 132. LIVErtising.net Your 3 keys to retargeting success Audience Create segmented audience lists corresponding to real interests & behaviours in your audience Creative Connect with each audience segment with messages tailored to their behaviour or interest and meeting their needs 1 2
  133. 133. LIVErtising.net Your 3 keys to retargeting success Audience Create segmented audience lists corresponding to real interests & behaviours in your audience Creative Connect with each audience segment with messages tailored to their behaviour or interest and meeting their needs Context Talk to each segment WHEN and WHERE they are most likely to be receptive by scheduling your messages at specific TIMES and PLACES 1 2 3
  134. 134. LIVErtising.net 38
  135. 135. LIVErtising.net 38
  136. 136. LIVErtising.net 38
  137. 137. LIVErtising.net 39
  138. 138. LIVErtising.net 40 What possibilities does remarking offer? Web to Web In-app Web to App Cross device
  139. 139. LIVErtising.net 40 What possibilities does remarking offer? Web to Web1 In-app Web to App Cross device
  140. 140. LIVErtising.net 40 What possibilities does remarking offer? Web to Web1 In-app2 Web to App Cross device
  141. 141. LIVErtising.net 40 What possibilities does remarking offer? Web to Web1 In-app2 Web to App3 Cross device
  142. 142. LIVErtising.net 40 What possibilities does remarking offer? Web to Web1 In-app2 Web to App3 Cross device4
  143. 143. LIVErtising.net 41
  144. 144. LIVErtising.net 42
  145. 145. LIVErtising.net 5 4 Retargeting REmarketing
  146. 146. LIVErtising.net 5 Downsides
  147. 147. LIVErtising.net Average display advertising clickthrough rates 44 1
  148. 148. LIVErtising.net 45 https://qz.com/359077/scientific-proof-that-no-one-pays-attention-to-banner-ads/ 1
  149. 149. LIVErtising.net 46 2
  150. 150. 2
  151. 151. Click fraud is a scamp that increases PPC costs by generating artificial clicks (through human or automatic clicking) not earning any sales or real conversion. 2
  152. 152. LIVErtising.net 48 7.2B 2
  153. 153. LIVErtising.net 49 What are main CLICK FRAUD techniques? Click farms Malware Retargeting fraud Mobile simulators Ad injection Toolbars Ad stacking 7 6 5 1 2 3 4 http://www.whoishostingthis.com/blog/2016/07/27/click-fraud/ 2
  154. 154. LIVErtising.net 50 Why Worry About Click Fraud? • Everyone should be aware of click fraud because: ◦ Malware manipulates online payments into hacker accounts ◦ Fraudulent ad space takes marketing opportunities away from companies who pay for the space • Fraud techniques ◦ Crowdsourcing and Click Farms ▪ Low-paid workers manually go through pages and click on the ads ◦ Malware ▪ Malicious software running silently on infected computers click ads on the pages of client websites ◦ Retargeting Fraud ▪ Imitates human actions by appearing to have an interest in a specific brand or topic for targeted clicks on sites and ads ◦ Mobile Simulators ▪ Mimics smartphone activity using a computer to create traffic on in-app mobile ads ◦ Ad Stacking ▪ Ads are loaded simultaneously behind other ads, creating traffic for ads not seen by users ◦ Toolbars ▪ Branded toolbars that users download as part of a software bundle that take over their browser and change search engine setting ads ◦ Ad Injection ▪ Often included in software bundles and disguised as deal finders for online shopping to put unauthorized ads on real websites 2
  155. 155. LIVErtising.net 51 3
  156. 156. LIVErtising.net 52 3
  157. 157. LIVErtising.net 53 3
  158. 158. LIVErtising.net 54 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France Devices Buying mode Social Formats +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  159. 159. LIVErtising.net 54 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France programmatic Devices Buying mode Social Formats +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018
  160. 160. LIVErtising.net 55 http://lareclame.fr/sri-udecam-pwc-etude-epub-2016-168691
  161. 161. LIVErtising.net 55 http://lareclame.fr/sri-udecam-pwc-etude-epub-2016-168691
  162. 162. LIVErtising.net 55 http://lareclame.fr/sri-udecam-pwc-etude-epub-2016-168691
  163. 163. LIVErtising.net
  164. 164. LIVErtising.net 57 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) includes an array of technologies that automate the buying, placement and optimisation of media inventory, replacing human-based methods.
  165. 165. LIVErtising.net 58 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) includes an array of technologies that automate the buying, placement and optimisation of media inventory, replacing human-based methods.
  166. 166. LIVErtising.net 59 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) includes an array of technologies that automate the buying, placement and optimisation of media inventory, replacing human-based methods.
  167. 167. LIVErtising.net 60
  168. 168. LIVErtising.net 60
  169. 169. HECS2016-17 Advertising media buying: a long history of middlemen A D V E R T I S E R A U D I E N C E
  170. 170. HECS2016-17 Advertising media buying: a long history of middlemen A D V E R T I S E R A U D I E N C E
  171. 171. HECS2016-17 Advertising media buying: a long history of middlemen A D V E R T I S E R A U D I E N C E P U B L I S H E R
  172. 172. HECS2016-17 Advertising media buying: a long history of middlemen A D V E R T I S E R A U D I E N C E P U B L I S H E R
  173. 173. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R
  174. 174. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R
  175. 175. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house
  176. 176. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house
  177. 177. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house
  178. 178. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD NET- WORK
  179. 179. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD NET- WORK
  180. 180. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD NET- WORK
  181. 181. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD EX- CHANGE AD NET- WORK
  182. 182. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD EX- CHANGE AD NET- WORK
  183. 183. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD EX- CHANGE AD NET- WORK
  184. 184. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E RD S P media (buying) agency S S P media sales house AD EX- CHANGE AD NET- WORK
  185. 185. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A T D A D V E R T I S E R A U D I E N C E P U B L I S H E RD S P media (buying) agency S S P media sales house AD EX- CHANGE AD NET- WORK
  186. 186. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A T D A D V E R T I S E R A U D I E N C E P U B L I S H E RD S P media (buying) agency S S P media sales house AD EX- CHANGE AD NET- WORK
  187. 187. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A T D DMP A D V E R T I S E R A U D I E N C E P U B L I S H E RD S P media (buying) agency S S P media sales house AD EX- CHANGE AD NET- WORK
  188. 188. LIVErtising.net IHECS 2016-17 62 A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R 1
  189. 189. LIVErtising.net IHECS 2016-17 62 A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R 1
  190. 190. LIVErtising.net 63 Inventory Impressions CPM
  191. 191. LIVErtising.net IHECS 2016-17 64 A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD NET- WORK 2
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