Álvaro García Morán - Sales Manager DoubleClick en Google Alessandro Tedoldi - Agency Consultant at Google ¿Sabías que en EE.UU. el 96% de la compra de display ya se realiza vía programática? Álvaro García Morán, Sales Manager DoubleClick y Alessandro Antiga, Global Marketing Lead DoubleClick, nos ayudarán a entender todo lo que debes saber sobre el ecosistema de programática. Al final de la sesión sabrás los nombres y roles de los diferentes activos en el ecosistema y podrás articular la propuesta de valor del uso de programática.

1. Google Confidential & Proprietary
16.10.17
PROGRAMMATIC
For Arena Media

11. Proprietary + Confidential

15. Proprietary + Confidential

16. Proprietary + Confidential

24. Star Wars
Frozen

27. Google Confidential & ProprietaryGoogle Confidential & Proprietary
THE PROGRAMMATIC LANDSCAPE

28. Google Confidential & Proprietary 28
CONFUSING, ISN’T IT?!

29. Google Confidential & Proprietary 29
Advertiser PublisherAd Server
Advertiser
Ad Exchange Ad Server
Publisher
Demand
Side
Platform

30. Google Confidential & Proprietary
The Programmatic Landscape is Complex
Marketer Publisher
(audience)

31. Google Confidential & Proprietary
The Unified DoubleClick EcoSystem
Marketer Publisher

32. Google Confidential & Proprietary
A Fragmented AdTech Ecosystem
DSP Ad Serving Rich Media Search Analytics

33. Single point of access
increases campaign
efficiencies up to 33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased
efficiency and better performance
32%
average reduction
in CPA

34. Google Confidential & Proprietary
DoubleClick has 5 Key Tools for Advertisers
Cross-engine search management and bid optimisation
Measure and prove your marketing is driving revenue
Core ad serving, reporting, attribution, and verification tool
Rich media and dynamic ad production tool
Programmatic cross-screen buying for display and video

35. -
The right message for
every stage of the journey
Google Confidential & Proprietary

37. Google Confidential & ProprietaryGoogle Confidential & Proprietary
DoubleClick
FULL STACK

38. Google Confidential & Proprietary
Key Takeaways
Bid Manager Campaign Manager Creative Solutions Search
Huge and
varied reach
Rich audience
data segments
Sophisticated
technology
Own your
campaign data
Host and serve
all formats
Single user view
across devices
Attribute the
online journey
Storage of
creative assets
Data driven
dynamic creative
QA and creative
debugging
Unified insights
and reporting
Strategic bid
optimisation
Native stack
integration

39. Google Confidential & Proprietary
Why use a full stack approach to Programmatic?
● Best in class technology at each stage of the programmatic ecosystem
● One cookie space, means no data loss and full path to conversion across all digital media
● Advanced cross media reporting enables precise optimisation & spend efficiencies
● One system, means more efficient media buying and time savings
● Advanced audience targeting through list sharing between platforms
● Precise audience driven creative for best media performance

40. Google Confidential & ProprietaryGoogle Confidential & Proprietary
DoubleClick
BID MANAGER

41. Google Confidential & Proprietary
DSP
(demand side platform)
“Tech that enables automated buying of ad space,
which is in front of the right audience, at the right time,
in the right context.”

42. Google Confidential & Proprietary
Data Driven Marketing with DoubleClick Bid Manager
Find the right audience At the right time In the right context

43. Google Confidential & Proprietary
Huge and varied reach with access
to over 76 exchanges and exclusive
access such as with YouTube
What can DoubleClick Bid Manager do?
The best range of audience data
from across Google platforms, your
1st party and 3rd party segments
Advanced technology to give your
advertising the best return through
automated performance tools

44. Google Confidential & Proprietary
DBM has the Largest and Most Varied Reach Reach
Breadth and Depth
Innovation and Market Leadership
Video Mobile Display Social
Open Auction
Private
Marketplaces
Programmatic
Guaranteed
Google Preferred
76+ Ad Exchanges
Private Marketplaces
LinkedIn
Twitter
YouTube
Programmatic Guaranteed
DBM Other

45. Google Confidential & Proprietary
Creative formats in DBM Reach
Generate app download
campaigns easily via DBM
templates
MOBILE APP INSTALL
Lightbox -
Custom & Ready (beta)
Backdrop (aka ‘skins’)
HIGH IMPACT
Native in DBM (beta)
Twitter Ads in DBM (alpha)
NATIVE
Simple dynamic creatives
for retailers with products
in Google Merchant Center
DYNAMIC IN DBM
Pro-tip: DBM allows you to build these formats within the product itself.
It can also deliver custom creatives built in GWD and Studio, or upload 3PAS creatives.

46. Google Confidential & Proprietary
ReachUtilise all Data Segments
First Party Data
Third Party Data Providers
Offline Triggers (eg. TV)
Google Audience Data
Context (Google KCT)
YouTube Audiences

47. Google Confidential & Proprietary
Google’s Varied and Rich Data Audience

48. Google Confidential & ProprietaryGoogle Confidential & Proprietary
Make use of Third Party Data
FINANCIAL AGGREGATORS BEST FINANCE PERFORMERS
This slide is Finance specific -
see here for other vertical versions Audience
Higher than average
spenders
More frequent spenders
than average
Users who transact with
competitors
Postcode level, financial
and lifestyle
Having a baby
Moving home
Going on holiday
Buying a car
Lifestyle data performing
better than prospecting (CPA)+3X
Air Travel
Car Buyers
Hotels/Travel
Baby/Newborn
LIFE STAGE FOR FINANCE

49. Google Confidential & Proprietary
Market Leading Technology Tech
Custom Affinity Viewability Targeting Automated Bidding
Keyword Contextual
Targeting
Create your own affinity
audiences based on your
customer profiles
Only bid for ad spaces that
are more likely to be viewed
Use automated bidding
based on performance of
your current KPI’s
Advanced contextual
targeting based on Google’s
reading algorithms

50. Google Confidential & ProprietaryGoogle Confidential & Proprietary
DoubleClick
CAMPAIGN MANAGER

51. Google Confidential & Proprietary
AD SERVER
“The core of programmatic that both serves engaging
creative to the user, while recording useful data that can be
measured and fed back into marketing strategy.”

52. Google Confidential & Proprietary
How does Ad Serving work?
User visits a site with
ad space
Advertiser’s ad is
chosen to fill the space
Advertiser’s ad server
supplies best creative based
on audience and contextual
data signals
Ad serves and feeds
performance data
back to ad server
Data fed back
(eg. Audience Data)

53. Google Confidential & Proprietary
What can DoubleClick Campaign Manager do?
Host and serve multiple
engaging ad formats across
all channels
Creative
Own your data with one
single cookie across
all media
Data
Have a single view
of the user across all
marketing activity
Measurement
Give credit to all paid for
marketing touch-points in
the customer journey
Attribution

54. Google Confidential & Proprietary
One platform to centralise,
analyse, and act on a single
view of the customer
Search Video Social
Reservation Display Programmatic Display
Affiliates
Emails, calls, etc.
Centralisation for Online Marketing
Measure All Media, All Channels, All Devices
Measurement

55. Google Confidential & Proprietary
MeasurementMeasurement for Programmatic
Viewability
Was my ad seen?
Fraud
Was it seen by a human?
Verification
Was it seen in the right environment?
Cross Device
Is there tracking across devices?
Audience / GRP
Was it seen by my target audience?
Brand Lift
What branding impact was there?
Sales Lift
Did it result in an offline conversion?
Attribution
Measure all devices and channels

56. Google Confidential & ProprietaryGoogle Confidential & Proprietary
DoubleClick
CREATIVE SOLUTIONS

57. Google Confidential & Proprietary
CREATIVE SOLUTIONS
“Everything you need to build and manage engaging
digital ads, from custom video to dynamic creative.”

58. Google Confidential & Proprietary
What display creatives can DoubleClick build?
Ready & Custom
Lightbox (beta)
< Billboard
Backdrop
(roadmap)
Dynamic with GMC
Skin / Homepage
Dynamic
Interactive banner
Push down*
Mobile
App Install
Native
(beta)
Floating banner*
Multi-floating
interstitial*
Mobile
Interstitial
Display creative
Display Image
Gallery
Custom Display &
Interstitial
DBM Formats DCM Formats Studio Formats
*Not supported yet for programmatic

59. Google Confidential & ProprietaryGoogle Confidential & Proprietary
DoubleClick
SEARCH

60. Google Confidential & Proprietary
SEM Platform
“Manage, automate and optimise your search engine
marketing campaigns in real-time and at scale”

61. Google Confidential & Proprietary
How does it work?

62. Google Confidential & ProprietaryGoogle Confidential & Proprietary
THANK YOU