The document discusses the evolution and mechanics of display advertising, covering ad networks, exchanges, and the logistics of ad serving, particularly retargeting. Tony Passey, a marketing expert, emphasizes the importance of retargeting and leveraging data to optimize budgets under $50k a month. Key tools highlighted include the Google Display Network and Facebook Exchange for effective ad placements.

1. Display Advertising Technology
Tony Passey

2. What will we learn right now?
1. Evolution of Display Advertising
2. Retail, Ad Networks, Exchanges
3. Logistics of Ad Serving
4. How does retargeting work?
5. What are some options for budgets under
$50K a month?

3. First: Who is Tony?
Serial Entrepreneur
CEO of Firetoss
(formerly PoleVault)
Marketing Professor
Eccles School of Business
U of U Graduate

4. The Old Way

5. The Digital Way

6. Display Landscape

7. Ad Networks
• What is an Ad Network?
– An Ad Network is a network of ad inventory or
display spots on a group of sites.
– Typically the network has a specific focus like
sports or financial products.
Example: Dean Media – Chicago – They are
an agency that secures ad buys on a variety of
financial sites and sells the inventory to clients
throughout the year.

8. Google Display Network (GDN)
• Demand Side Platform (DSP) with Real
time bidding (RTB)
– Adwords
• Supply Side Platform (SSP)
– Adsense
• Network consists of MILLIONS of sites

9. Ad Exchanges

10. Facebook Exchange (FBX)
• Facebook has so many
unused impressions that
they went straight to
their own exchange.
• Billions of impressions
every day.
• Consumers are on
Facebook more than any
other site.

11. How Ads are served

12. Retargeting

13. Moment later you see Ads

14. Retargeting is Driven by Bids
• Images are pre-saved to an ad server
• Once you are “seen” on the site, a bid is
automatically placed for you to see the
retargeting and the ad is served when and
where the criteria is met.
• Because the ad is specific to the user,
most people will bid MORE. That is why
the majority of ads you see are retargeting
now.

15. Budgets under $50K a month
• Retargeting is a must!
• Pixel Relationships
– retargeting people that go to another website but
fit your profile
– Typically trade or pay to place pixel
• Facebook
– Custom Audiences
• You use other data you have to advertise against
– 3rd party data and look alike campaign on
Facebbook

16. Continued
• Display against your data
– You need to have a large data set such as email
list or database of clients
• 3rd party data
– Your data gets matched to other “non-customer”
data
• Data profiling on your site
– Place tracking pixel
– Multiply the data set against larger data sets
– Advertise against that data

17. @tonypassey
tony@firetoss.com
linkedin.com/in/tonypassey