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Our Experience with Adobe Audience Manager DMP

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Czech Publisher Exchange's experience with the Adobe Audience Manager DMP.

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  • The second installment in this series draws a comparison between the setup process of both Adobe Audience Manager and Salesforce Audience Studio. http://bit.ly/2YVxJxU
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  • The first part of this Adobe Audience Manager and Salesforce Audience Studio talks about data collection. The biggest selling point of a DMP is the idea of collecting behavioral data (Web, App and Mobile) in real-time. Both Adobe and Salesforce do this well but a bit differently. http://bit.ly/2NehmLq
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  • Adobe Summit 2019: we bring you a list of Top Audience Manager (DMP) Sessions that we recommend you attend so you make the best out of your Summit experience. http://bit.ly/2J6SL9x
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  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
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Our Experience with Adobe Audience Manager DMP

  1. 1. OUR EXPERIENCE WITH ADOBE AUDIENCE MANAGER
  2. 2. THE MARKET
  3. 3. 80+ WEB SITES 75% reach
  4. 4. Programmatic Obstacles – Czech Market 2012 • Quality inventory • Data • Education
  5. 5. The Issue with Retargeting • Great performance • No new visitors • Small reach Approx. 80 % of the RTB spend on the Czech market comes from retargeting. (CPEx estimation.)
  6. 6. Adience Data on the Czech Market Before CPEx Audience, there was no data for audience targeting widely available in the open RTB ecosystem.
  7. 7. DMP Criteria • Flexibility and control • Support • Pricing model • Integration • Look alike modelling
  8. 8. IMPLEMENTATION
  9. 9. Code Deployment <script src="//assets.adobedtm.com/ 4beaca54604aa1db7a7d9296a08d83bee398e7f d/satelliteLib-d510f92ab8572ae6ef088c26133f8079a7f0932 3.js"></script> <script type="text/ javascript">_satellite.pageBottom();</ script> The deployment was extremely easy thanks to the Adobe Dynamic Tag Manager.
  10. 10. Traits and Segments Adobe Audience Manager offers great flexibility for building the segments.
  11. 11. API The API enabled us to automate the process of building very complex segment definitions.
  12. 12. Integration cookie pixel server to server The AAM does not have as many S2S integrations as some competitors do, but offers easy to use tools to export the segments. The implementation however was slower and more painful than we expected as it required involvement of many different parties (the publishers in CPEx use 4 different ad servers…)
  13. 13. RESULTS
  14. 14. Foto Diogo Martins Tailor-made Audiences
  15. 15. Real Estates – eCPM 100% 80% 60% 40% 20% 0% 1. CPL Google AdX 2. Non-CPL Google 3. Geo + CPM vybrané weby 4. CPEx CPM umístění 5. CPEx CPM Audience 6. CPEx CPM retargeting
  16. 16. Real Estates – CPL 100% 80% 60% 40% 20% 0% 1. CPL Google AdX 2. Non-CPL Google 3. Geo + CPM vybrané weby 4. CPEx CPM umístění 5. CPEx CPM Audience 6. CPEx CPM retargeting Even thought the CPM we asked was 20x times higher than the cheapest inventory sources, thanks to precise targeting, the CPL was on roughly the same level.
  17. 17. Conversion Rate – Travel 0.4% 0.3% 0.2% 0.1% 0% Email.cz placement + behavioral Travel – contextual Super.cz beahvioral CPEx Audience
  18. 18. 3rd Party Publisher Data Use Cases • Private marketplaces • Ad server integration • DSP integration • Silent personalisation • Retargeting pixel integration • Custom Integrations
  19. 19. The Results: Revenue from PMP Deals
  20. 20. Learnings • Integration slower than expected • Flexibility in segmentation is the key • The performance is there • Look alike modelling works • Easy to sell, difficult to get volume
  21. 21. Future Outlook • Increase coverage • Inject registration data + more meta data • Get panel data for models • Custom integrations / resellers
  22. 22. Czech Publisher Exchange http://en.cpex.cz Matěj Novák matej at cpex.cz http://linkedin.com/in/matejnovak

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