Faced with an increasingly complex digital eco-system, many advertisers and agencies are moving towards specialist digital partnership management platforms. Advancements in technology have facilitated effective management of complex partner relationships - be it traditional affiliates or tracking, reporting and attributing through the full omni-channel landscape. Nick Morris, Head of Technology at Tradedoubler, will look at how advertisers, agencies and publishers are using technology to develop their partner relationships. Omnicom Affiliates will present an agency perspective of using Tradedoubler’s partner management platform.

1. 1
The power of private networks in next
generation performance marketing

2. Contents
2

3. 3
1 Introduction

4. Leading into technology and private networks
4
• Consumers have never been more connected
• They look for convenience, relevance and engagement
• They don’t see the boundaries between channels and
devices that advertisers do
• Digital marketing helps brands and agencies reach
these consumers
• Need to make the most of every opportunity for insight
and connection

5. The digital marketing ecosystem has many layers
5
Consumers
Online user that access internet from multiple devices:
1. Desktop
2. Mobile phone
3. Tablet
Advertisers
Companies with objective to build brand or to achieve specific consumer action, e.g. click, registration, sales
Ad-tech
Technology companies that works to enable and improve efficiency/effectiveness in online advertising:
1. Tracking: Create transparency around consumer online actions/behaviors
2. Tag management: Technology to tag consumers online actions in order to enable tracking
3. Attribution: Technology to analyze publishers contribution to the consumer journey
4. RTB: Platform for efficient/automated/real-time inventory trading
5. DSP / SSP: Technology platform integrating demand and supply side in automated trading platform (RTB)
6. Affiliate: E2E technology platform for facilitating affiliate marketing, including tracking, payments, reporting, ad-serving
etc.
7. Search / PPC optimization: Platform for optimizing keyword bidding on search sites
8. Ad-serving: Technology for efficient delivery of only advertisement to publisher sites
9. Reporting/analytics/data management: Technology to facilitate process of analyze marketing efficiency, e.g. ROI
10. Re-targeting: Technology to enable automated retargeting process
Publisher networks
Group of publishers bundled in relevant structures
1. Ad exchange: Publisher/group of publisher offering audience, e.g. FBX
2. Ad network: Group of publishers offering inventory/bundle of inventory
Publishers
Key channel for serving online ads in different formats, e.g. text, images, flash, video, towards consumer
1. Metasearch/comparison/voucher/loyalty: Sites that allow consumer to compare/search different offerings
2. Vertical: Content sites focused on certain specific domain, e.g. news, fashion, photography, video etc.
3. Email: Direct emailing to consumers
4. Apps: Mobile apps, e.g. iOS, Android etc.
5. Search: Online search, e.g. Google, Bing etc.
6. Social media: E.g. Facebook, Linkedin, Twitter etc.
Agencies
Companies with objective to build brand or to achieve consumer action on behalf of an advertiser

6. …and many players
Data suppliers
Data exchanges
Ad networks
Audience targeting/re-targeting
6
Demand slide platforms
Agency trading desks
Trading desks
Ad exchanges
Sales house Agencies
Veri cation & privacy
SSP & private Ad exchanges
Veri cation & privacy
Delivery systems, tools & analytics
Delivery systems, tools & analytics
Data management platforms

7. What does this mean for those at the coalface
of performance marketing?
• You are part of much bigger picture
• You need to focus on the technology and relationships
7
that add most value
• Then use that as the spring board for innovation across
the landscape

8. The journey of performance marketing so far
Once upon a time…
• Brands handled all their sales in-house
• Then the internet arrived. Suddenly brands and their
8
advertising agencies could broadcast offers to
everyone, everywhere, using an external network of
online publishers
• ‘Spray and Pray’ affiliate marketing had arrived

9. Over time, it has become clear that for many brands a small
number of publishers deliver most of the sales
9
• Publishers who can be supported and engaged in-house.
Become genuine partners. Receive real-time, tailored
advertising content. Generate even more sales
• But that might mean losing the technology platform,
extensive publisher network and expertise provided by
external partners
• Or having to take on the mid and long tail publishers too

10. Tradedoubler’s flexible technology platform
10
• We’ve been building enterprise tracking
platforms for 15 years
• Our technology supports both private and public
publisher networks
• We empower clients to:
– Run a private publisher network and with
their own real-time programmes for top
partners
– Run complementary, managed programmes
across our mid and long tail publisher
network

11. The best of both worlds
11
Using the same flexible, high performance
technology platform and account management

12. Tradedoubler technology for private networks
Core functionality
Provides all the tools for
implementing, managing
and evolving successful
private networks:
• Administration
12
interface
• Tracking and reporting
• De-duplication
• Ad-serving (Advanced
Targeting)
• Publisher Payments
Optional functionality
Incremental areas of
specialist and channel-specific
functionality to
add as and when
required
• White labelled
interface
• User journey analysis
• Open API
• Voucher Tracking
• Product Level Tracking
• Container Tag
• Call tracking
• App tracking

13. In short, Tradedoubler technology enables you to
13
• Follow every single step of the customer journey –
we track every click and sale
• Remove the burden and resource drain of publisher
payment processing

14. In short, Tradedoubler technology enables you to
14
• Rapidly introduce new functionality
• With APIs that let you push content, vouchers or product updates
directly from your CRM or product database
• Maintain brand profile with customised user interface

15. With the technology and admin taken care of, clients are free to
focus on adding in new partners, new traffic streams, new offers
and new ways to entice consumers
15

16. 16
2 Omnicom

17. So how does it work in practice?
17
Introducing Omnicom Affiliates

18. Omnicom Affiliates manages performance marketing activity
for 25 of its clients
18
Three years ago we started looking for a trusted technology
platform on which to build our own private network

19. Omnicom Affiliates manages performance marketing
activity for 25 of its clients
We wanted to:
• Establish direct relationships with top publishers on
19
behalf of clients
• Boost the role of performance marketing in
integrated campaigns
• Secure competitive advantage
• Have access to a powerful public network when we
needed it

20. Why create a private network?
20
• Own the supply chain
• Own the relationships
• Cost savings
• Brand control
• Flexibility
• Speed

21. Why Tradedoubler?
• Proven and trusted tracking technology
• Fully white-labelled affiliate interfaces and sign-up forms
• Automated affiliate payments
• Local support and full access to our dedicated technical support teams
• Access to the same functionality/technology as other affiliate networks
21

22. What did we do?
• Tradedoubler provided us with all the tools we needed
22
to build our platform
• They worked with us to ensure a smooth transition to
the new network – for both clients and publishers
• They provided a white-label user interface so we could
maintain a strong brand profile

23. Omnicom Publisher Interface
23

24. The outcome
• Established private affiliate network since 2007
• Network of 1,500 publishers
• Makes use of public networks when required to reach a
24
long tail of publishers and Internationally
• Team of 11 full time staff managing 25 clients providing
affiliate and lead generation services
• Shortlisted for PerfomanceIn awards in 2013 and 2014.
• Highly commended for:
– Best use of Performance Marketing as part of a multi-channel
campaign
• Shortlisted for:
– Publisher’s choice of network
• Best Agency-led Performance Marketing Campaign

25. Success factors – top tips
• Collaborate closely at every stage
Tradedoubler provides on-going support, helps to set up
new Omnicom clients on the private network and suggests
tracking approaches for different programmes
25

26. Success factors – top tips
26
• Keep trying new things
Omnicom and Tradedoubler are trialling innovative functionality
including voucher-code and in-app tracking

27. Success factors – top tips
• Don’t underestimate the importance of publisher credibility
What your publishers think of your network and the quality of
service is as important as what your clients think
27

28. 28
3 Conclusion

29. A quick look at the future
• Complexity in digital marketing will increase – but so
29
will opportunities for integrating and managing multiple
digital marketing platforms
• Tomorrow will see a truly unified approach to tracking,
reporting, and attributing sales and interactions

30. A quick look at the future
• The volume, variety and destination of data will
30
increase – but so will the technology that can harness
all this data
• Tomorrow will see data-driven insights enabling precise
targeting and delivering smarter results

31. A quick look at the future
• Performance marketing technology will be at
31
the heart of this
• Watch this space