Kritter is proposing a homegrown online media buying platform for advertisers. The platform would include a DSP, ad server, and bidder that are customizable and integrated with each other. This would allow advertisers to manage their entire digital advertising campaigns through a single platform. Key benefits include centralized control of campaigns, automated media planning and buying, and leveraging of data to optimize advertising performance and ROI. Kritter outlines the features and architecture of each proposed software component, and presents a pricing model and timeline for implementation.
Programatic Media Buying - Introduction by Aum JanakiramAum Jankakiram
When you need to advertise on channels beyond Adwrds and Facebook exchange. You need to use Google DoubleClick or Adobe Advertising Cloud to reach a wider audience with more flexibility.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Programatic Media Buying - Introduction by Aum JanakiramAum Jankakiram
When you need to advertise on channels beyond Adwrds and Facebook exchange. You need to use Google DoubleClick or Adobe Advertising Cloud to reach a wider audience with more flexibility.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
The history of advertising technology.
How did the first banner look like?
How did the ad tech ecosystem grow so complex over last 20+ years?
Why cookies are used in advertising?
Where is the ad tech industry heading?
This presentation gives a brief overview of the key events in the ad tech industry history that lead us to the point where we are today.
Programmatic Right Here, Right Now ( English Version )Xavier Garrido
Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid.
In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.
When publishers are considering their programmatic strategy, they need to make a number of important decisions. In the early days of programmatic, publishers made many of these decisions on the fly. However, as the real-time ad sales market matures some clearer patterns have evolved for how publishers manage their overall strategy.
We have identified seven categories of publishers – each reflecting a different approach to creating opportunity from the real-time ad sales marketplace. While there are a variety of approaches to balancing revenue goals with customer experience, we tried to broadly define these categories so that most publishers will be able to determine where they fit.
Programmatic Buying: Unlocking Better Monetization for PublishersTailWindEMEA
Elias Gagas, the Managing Director of TailWind, participated at IAB Romania's “Digital Publishing & Αdvertising day 2014” in Bucharest, where he explained how Publishers can monetize the rapidly growing Programmatic market.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Discussion on affiliate marketing affiliate perspectiveVeeraj Vashishtha
This is a PPT that was created to help new interns and new colleagues in the team to get training on digital marketing practices apart from Google and Facebook. Relates to Affiliate marketing, SSP, DSP, RTB, Programmatic buying and alliances.
ANTS Programmatic Agency - Credential
ANTS Data-Driven Marketing-Sales Group is the leading technology-driven integrated internet advertising platform in Southeast Asia. ANTS solutions provide a unique Software as a Service (SaaS) platform by combining Demand Side Platform – Supply Side Platform, which includes Data Management Technology and Extraordinary Insight Engine (Founded in 2014).
Beyond just the digital marketing and performance marketing agency, ANTS is proud of providing the full-stack data-driven marketing-sales solution for increasing the profits of our clients in FMCG, F&B, Ecommerce, Etailer, Omnichannel through our successful campaigns.
ANTS Programmatic Agency (ANTS ATD) is ANTS Group’s programmatic specialist division, which is designed as an open, integrated, neutral partner. With more than 50 specialists in over 4 countries, ANTS ATD’s experts and our programmatic platform help clients reach their consumers with the most effective advertising experiences.
ANTS are successful because we eliminate the complexities in digital services, making it easier for consumers to achieve an outcome. Despite years of disruption, confusion and operational risks in programmatic media, ANTS is putting a stake in the ground to do the same with the programmatic & multichannel media buying industry. Specifically, it is pioneering what it means for the advertising industry to offer simplicity and accountability to clients. ANTS vision is to unleash the full economic potential of digital media and business, built on the application of its expertise, data, algorithms, technology and media investments to assume risks and drive measurable outcomes for clients.
With 100 data-driven & programmatic experts, ANTS has over 1,000 clients in 4 markets across Southeast Asia, Singapore, Vietnam and Indonesia.
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
The history of advertising technology.
How did the first banner look like?
How did the ad tech ecosystem grow so complex over last 20+ years?
Why cookies are used in advertising?
Where is the ad tech industry heading?
This presentation gives a brief overview of the key events in the ad tech industry history that lead us to the point where we are today.
Programmatic Right Here, Right Now ( English Version )Xavier Garrido
Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid.
In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.
When publishers are considering their programmatic strategy, they need to make a number of important decisions. In the early days of programmatic, publishers made many of these decisions on the fly. However, as the real-time ad sales market matures some clearer patterns have evolved for how publishers manage their overall strategy.
We have identified seven categories of publishers – each reflecting a different approach to creating opportunity from the real-time ad sales marketplace. While there are a variety of approaches to balancing revenue goals with customer experience, we tried to broadly define these categories so that most publishers will be able to determine where they fit.
Programmatic Buying: Unlocking Better Monetization for PublishersTailWindEMEA
Elias Gagas, the Managing Director of TailWind, participated at IAB Romania's “Digital Publishing & Αdvertising day 2014” in Bucharest, where he explained how Publishers can monetize the rapidly growing Programmatic market.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Discussion on affiliate marketing affiliate perspectiveVeeraj Vashishtha
This is a PPT that was created to help new interns and new colleagues in the team to get training on digital marketing practices apart from Google and Facebook. Relates to Affiliate marketing, SSP, DSP, RTB, Programmatic buying and alliances.
ANTS Programmatic Agency - Credential
ANTS Data-Driven Marketing-Sales Group is the leading technology-driven integrated internet advertising platform in Southeast Asia. ANTS solutions provide a unique Software as a Service (SaaS) platform by combining Demand Side Platform – Supply Side Platform, which includes Data Management Technology and Extraordinary Insight Engine (Founded in 2014).
Beyond just the digital marketing and performance marketing agency, ANTS is proud of providing the full-stack data-driven marketing-sales solution for increasing the profits of our clients in FMCG, F&B, Ecommerce, Etailer, Omnichannel through our successful campaigns.
ANTS Programmatic Agency (ANTS ATD) is ANTS Group’s programmatic specialist division, which is designed as an open, integrated, neutral partner. With more than 50 specialists in over 4 countries, ANTS ATD’s experts and our programmatic platform help clients reach their consumers with the most effective advertising experiences.
ANTS are successful because we eliminate the complexities in digital services, making it easier for consumers to achieve an outcome. Despite years of disruption, confusion and operational risks in programmatic media, ANTS is putting a stake in the ground to do the same with the programmatic & multichannel media buying industry. Specifically, it is pioneering what it means for the advertising industry to offer simplicity and accountability to clients. ANTS vision is to unleash the full economic potential of digital media and business, built on the application of its expertise, data, algorithms, technology and media investments to assume risks and drive measurable outcomes for clients.
With 100 data-driven & programmatic experts, ANTS has over 1,000 clients in 4 markets across Southeast Asia, Singapore, Vietnam and Indonesia.
Understanding the Ins and Outs of Programmatic for PPCHanapin Marketing
In this presentation, Founder and CEO of MightyHive Pete Kim will join Hanapin Account Manager Bryan Gaynor to tell you all about the importance of implementing programmatic advertising into your PPC strategy. From day-to-day operations to explaining its importance to your CMO, we’ll give you expert insights on the world of programmatic.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
Sending the Right Message with Data-Driven Sales AutomationGoodData
When Autopilot set to create a new sales prospecting automation tool that delivered the same quality insights as its marketing-centric offering, they knew that they needed the support of an analytics ally to partner with so that salespeople could find the information they needed fast.
Summary of Stacey Delaney's presentation from SAGE 2016Ruperta Daher
Stacey Delaney, Managing Director at Sparcmedia, presented on 'How to Add New Revenue Streams to your Business by Incorporating Programmatic Capabilities' at Sparcmedia's sponsored breakfast session at SAGE.
Data Science Salon: Enabling self-service predictive analytics at BidtellectFormulatedby
Having previously worked at both Millennial Media and AOL, Michael Conway brought his expertise to Bidtellect tasked with transforming the business to a self-service SaaS-based content distribution platform, enabling the company to grow 10-fold.
Next DSS MIA Event - https://datascience.salon/miami/
During the 30-minute presentation, Michael will provide background information about Bidtellect and how data is an integral component of the business managing their premium native inventory across their supply ecosystem with over 5 billion native auctions per day. As Bidtellect embraces big data, Michael will share the challenges and successes he and his team have experienced along the way. In addition, Steve Sarsfield, Vertica Senior Product Marketing Manager, will be available to discuss how specific technologies (SQL, Python, R and embedded algorithms) can be combined in an MPP environment to achieve big data analytics success.
Avaali provides DAM that increases the value of your brand,maximizes returns from your marketing investments and if implemented correctly can be a long term, valuable asset for any enterprise
We're dedicating to mobile campaigns. We're connected with direct developers and able to provide 100% transparency. We optimise the campaigns towards clients' need using data driven algorithm.
The math behind Smadex
The limits of Fixed CPA acquisition
Smadex analyzes hundreds of first and third party data points, defining a Predicted LTV score for each user characteristic, feeding its algorithm to create a acquisition portfolio strategy reaching each cluster of users according to its expected value to the business and the predicted market Customer Acquisition Cost (mCAC).
This way, you pay for the real valueof each user and you maximize scale, while keeping campaigns limited by your targeted CPA goal .
Most advanced App Marketers are looking for two things: a profitable Customer Acquisition Cost and scale. The typical programmatic algorithm is built around bidding for impressions, trying to get as many as possible as long the CPA goal is reached. This usually means advertisers end up paying more for users that generate lower value to their business and not pushing enough for users of higher value (and higher Acquisition Cost).
How Portfolio-based bidding works
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
2. Advertiser Business Case
Advertiser wants to promote its
service/products to customers, using home
grown online media buying platform
-- Why do it
-- Advantages
-- Timelines
-- Cost Comparison
-- Kritter Offering
3. Business Case – Why do it
Intellectual Property: Intellectual property is not ad-serving, RTB bidder, big data platform, Which most
ad-tech companies claim. IP is when trade happens on these technologies and the learning to provide
ROI. Ad-tech companies learn this by tweaking their system for large adv like you, and then use it as a
solution to get your competitors to use their platform
Data: What platform, inventory/supply, targeting, how granular should the targeting be, what creatives
work, what time of day, what bid gets me the best traffic. That sliced by the products that you offer.
That sliced by various stages of the user in the flow, registered, engagement, bought, repeat buy etc..
This is yourdata, correct use could lead to automating media planning and buying
Programmatic: Budgeting, media planning, 100s of agencies globally, 100s of platforms globally, 1000s
of supply sources, affiliate offers in house and third party, 100s of advertisers campaigns managers
globally. Post buying measurement and analysis on excel sheets to arrive at next steps. This should be
automated, providing your advertising team actionable data points, move them from low level to high
level tasks
Cost Chain: Agencies charge 15% on of the media spend, platform charge 15%, ROI player (retargeting,
CPA) charge the arbitrage of bid Vs CPA, Ad-network charge flat 50%. On an average only 60% of your
media budget is actually spent on buying media
Vertical Integration: Basic economics, if online is your sales channel. If you have large teams globally
managing marketing. Better control, full transparency, avoiding cost chain, a media buying system that is
tightly integrated with your platform is the natural progression.
Supply sources: Apart from keywords, which is company owned supply. All the other supply is with
exchanges, or privately sold by premium publishers. All non exclusive supply sources will open up for a
media buyers.
4. Business Case - Advantages
Media buyer
-- Single DSP for all media teams globally
-- Locally customized for relevance
-- Knowledge center: Share and replicate learning local and global
-- Integrated analytics: Automate, media budget, media planning, media
buying, measurement.
-- Supply sources: Exchanges, Premium/sites, Premium/Apps
-- Retargeting: Targeted messaging to increase conversions
-- Real-time conversion trending: something works accelerate it, something
doesn't’t choke it
-- Single platform for cross device marketing
---------------------------------------------
Outsourced media buyers
-- Offline bidder: Integrate exclusive inventory platforms (ad-words) into the
same decision engine
-- Feedback bidder: Provide feedback to outsourced media buyers
5. Data!
Marketing KPIs
PC:
Permutations and combinations sliced by billions of interactions.
-- Registration
-- Engagement and user quality
-- Credit card sync
-- Transaction
Mobile:
-- App Download
-- Engagement and user quality
-- Credit card sync
-- Transaction
Milestones
- Ad view, to click, to visit, to
Registration/Download to
Transaction
- Transaction to repeat buy
Marketing parameters
- LTV : Life time value (ARPU)
- CPR/I: Cost per registration/Install
- CPE: Cost per engagement
- CPT: Cost per transacting customer
- CPRU: Cost per repeat user
Customer Touch points:
-- Site/App
-- ISP
-- Device
-- Creative
-- On click landing page
-- User flow
Ad-tech system:
Campaign:
-- Budget
-- Bid
-- Ad, creative, landing page
Targeting:
-- Geo
-- Placement
-- Site
-- Device
-- OS
-- ISP
-- User/cookie
Supply:
-- Exchange
-- Site/App
-- Affiliate
-- Aggregator
Reporting:
Trade reporting sliced by all the parameters
6. Execution
Advertiser
Analytics
Google Ad
words
Facebook
Ads
Agencies
Aggregators
Ad Server Bidder
Exchanges
User
Engagemen
t
Transactions
Decision
Engine
Offline
Bidder
Feedback
Bidder
CRM
Publishers
DMP
7. Marketing Flow
Advertiser
Media
Planning
Budget
allocation
KPIs
Marketer
Platforms
Agencies
Your DSP
T
A
G
S
F
e
e
d
b
a
c
k
CRM Analytics
USER Interaction
with Ads
U
Decision
Engine
Landing
Page
8. Recommended Software
Components:
DSP:
• K – Ad-server (Programmatic)
• K – Bidder (machine learning)
• K – DP (Big Data)
Customization:
• Retargeting cookie technology
• CRM integration
• Decision engine
• Creative Decision Engine (powered by user signals Vs engagement)
• Landing Page Decision Engine (powered by user signals Vs engagement)
• API integration to Platforms (Adwords)
• White-labeled UI
• Agency UI
• Efficiency tool to be built around your marketing org
9. Recommended Phases
Phase 1: DSP, with direct publisher and exchange buying. Migrate your media buying from other
platforms
Timeline: 60 days
Days 20: Deployment
Days 20: Exchange Integrations(Depending on the number of exchanges and their respective TAT)
Days 20: Ready for campaign migration
Phase 2: CRM integration, KPI Module, Rule definition, and rule management system, Retargeting and
cookie technology
Timeline : TBD
Phase 3: Decision engine: Targeting, Bid, Creative, Landing page. Across own DSP, External Platforms,
and Agencies
Timeline: TBD
Phase 4: Business level access to algorithmic tweaking. Integrated analytics platform for analyzing and
acting.
Timeline: TBD
Phase 5: Knowledge center, auto generate case studies for sharing with regional teams
Timeline: TBD
10. Pricing Model
Product Pricing: One-time price for a life-time license
Services: Charged on time spent
• White labeling the product
• Integrating the product with existing technology
• Managing product roadmap
• Business training and handover - Documentation
• Technical training and handover - Documentation
30 days: Acceptance period – Free
30 days: Warranty period - Free
Maintenance:
• Reactive Maintenance: Send an email to Kritter support and pay hourly charges for debugging (In case of client
having an existing technology team, wanting to manage tech operations)
• Proactive Maintenance: Monthly fixed charges to manage 24/7 tech operations and debugging of the software (In
case of client having no technology team, wanting to outsource full tech operations
Enhancements:
• Enhance patch: Kritter will keep releasing patches to enhance its software and will notify the customer of the new
features. Customer can pay a one time patch update price to acquire new features
• Enhancer retainer: Post delivery if the customer is looking at regular enhancement of the software. A pod will be
built within Kritter to manage the road map of all developments, having a product manager, project manager, and
engineers (based on work load). Patches included
15. Founding Team
Arjun Som: BE in Computer Science, GGSIPU.
- Specializes in the set up of the direct sales, inside sales and online sales channels, customer acquisition, Org set up, and deep
understanding of start up execution
- Worked in various roles in the digital marketing space, including affiliate, agency, demand, supply and network, in companies like
InMobi, Sapient, iGlobalMedia, and Indiaplaza
- Leads Kritter’s business development, marketing, and over all PnL
in.linkedin.com/in/arjunsom/
Kshitij Sooryavanshi: B.Tech., Computer Science, Indian Institute of Technology, Kanpur.
- Specializes in core engineering, solving, machine learning, mathematical computing, algorithmic tasks, data mining, and predictive
modeling
- Worked in companies like, InMobi, Vizexperts, Apache design solutions (acquired by Ansys)
- Has varied experience in internet startup product development
- Leads Kritter’s product line development, managing Programmatic buying and selling platform
in.linkedin.com/pub/kshitij-sooryavanshi/31/b43/b64
Rohan Rai: B.Tech + M.Tech. (dual), Computer Science, Indian Institute of Technology, Delhi.
- Specializes in data engineering, distributed data platform,big data and setting up data management platform
- Experienced in start up domain having worked in early to large stages of InMobi, ZivaSoftware, Bizense, Qwest
- Has varied horizontal experience in new age technology cutting across search, ops, dev ops, business rule management systems
- Leads kritter’s data engineering
in.linkedin.com/in/rohanrai
Vikrant Chahar: B.Tech., Computer Science, Indian Institute of Technology, Guwahati.
- Specializes in core engineering, solving ad serving, ad relevance, ranking, selection and market place dynamics
- Worked in companies like, InMobi, Stratoshear, Globallogic,
- Has varied experience in both software product and services
- Leads Kritter’s product line development managing ad-serving
in.linkedin.com/pub/vikrant-chahar/13/223/676
18-11-2014
16. Kritter Business Model
$
Adv Consumer
18-11-2014
Advertising / Technology Players
Inventory
$ $
Product
and
Services
$
17. Kritter - Solution
Kritter is a pure play product and services company in the digital advertising
space. Kritter provides industry players with highly customizable products and
flexible services to run their digital business.
Kritter Products: Coded in
-- DSP : Java
-- Ad-server : Java
-- Bidder: Java, Python, R, C++
-- Data platform (Big Data): Pig
Kritter Services:
-- Integrating above products into client’s stack
-- Customizing Kritter products to fit client’s business needs
-- Open up Kritter product modules, and integrate it to client’s technology
-- Offshore outsourcing existing engineering tasks
18-11-2014
18. Kritter - USP
-- Built a business model around enterprise ad-tech software
-- Deploys products with source code on client’s stack
-- Customizable products to fit business needs and client’s technology
-- Experience in building high scale ad-tech
-- Industry experience, to help streamline business customization and product
roadmap
-- Helps companies take new models to market with lightning speed
-- All new technology requires a learning curve, specialized skill, and revenue risk to
learn if it works. Kritter helps you de-risk!
-- 80% of the software code has 20% of the trading impact, and 20% of the software
code has 80% of the trading impact. Kritter products provide the 80% code right out of
the box. Your engineers can focus on tweaking the 20% code impacting trade, using
Kritter algorithms as a base model to improve upon. This keeps engineering team lean
and high skilled. (Computational Mathematics/machine learning specialists and data
scientists)
-- Helps profit positive companies acquire technology keeping investments lean
-- We are a start-up
19. K-DSP- Architecture
Agency
Agency
Dev
Adv
- Campaign Set up
- Targe ng
- Crea ves
- Bid & Budget
Ad- Server
-- App and Placement
set up
- Margin
- eCPM Floor
- Ad preferences
Pub 1
Pub 2
Pub 3
Pub N
-- Event tracking
-- Billing
-- Internal and External Bid se ng
-- Ad and Site approval
-- eCPM maximizer
-- Selec on and Filtering
-- CPM, CPC, CPI billing
Bidder
Exng 1
Exng 2
Exng 3
-- CPM to CPM bidding Exng N
-- CPC to CPM bidding
20. Key Features - DSP
Highlights:
• Integrate multiple supply sources: Websites, Applications, Exchanges, Aggregator, SSPs
• Campaign creation, budget management, bid management
• Ad creation, IAB standard creative format uploading, targeting
• Billing system to handle house clearing
• Reporting: Demand, Supply and Network statistics, along with saved queries
Key features:
APIs: Integrate any third party campaigns management or supply management tools with APIS. Build self serve
UI and integrate it to the back end with APIs
Org Fitment: Customize the admin UI to superimpose your organization structure. This will allow you to set up
access control across your ad-operations
Margin Management: Set budgets on the demand side by having internal and external bids and budgets. Set
payout margins for publishers and eCPM floors to manage supply buying costs
Content Guidelines: Ad approval and site approval queue, whenever a new ad or site is created or existing
ones are modified, this comes into the queue for approval. This ensures your content guidelines are maintained
centrally, and your ad-ops team has a organized way of making sure what is going into the system to avoid irate
advertisers and publishers
Hygiene setting: 4 types of hygiene mapping in the system. Premium, Family safe, performance, mature. To
make sure the right set of ads are going onto the right set of inventory, and to maintain system hygiene.
21. K- ad-server - Architecture
Campaign
Ad
Creative
Targeting
Predictive
Analytics
Ranking
Algo
Rich
Media
Serving
Feedback
Bidder
Summary
Fraud
Detection
Post
Impression
Marketing
KPI
Billing
Site/App
Exchange
Filters and
Floors
Predictive
Analytics
Clearing
House
Revenue
Max
Rich
Media
Market
Place
Margins
Manual
Overrides
DMP
22. Key Features – Ad-server
Highlights:
• Mobile and PC ad-serving :Banner, text, and, rich media ad delivery on exchanges and direct inventory
• Post impression tracking, attribution right up to conversion
• Conversion based pricing and selection, targeting manipulation on the fly for maximizing ROI
• Fraud detection and mitigation
• Connect multiple supply Sources, publishers, exchanges, aggregators, etc…
Key features:
Selection: Hundreds of advertisers, with hundreds of campaigns, thousands of ads, thousands of creatives and
millions of permutation and combinations with targeting and placement preferences. The ad-server
accommodates and automates.
Filtering: Advertisers want to be on some inventory and don't on some, they would like some categories and
not like some, they choose granular targeting to ensure measurability across thousands of ads. Supply partners
have brand protection clauses, anti competition ad-preferences, floor pricing, and house ads. The ad-server
honors and automates all.
Ranking: Advertisers want acquisitions, the publisher wants eCPM and fill, while the network wants to make
profits from all interactions. The ad-server has a unique ranking algorithm that automates optimization.
24. Key Features - Bidder
Highlights:
• RTB bidding across any number of exchanges
• Offline bid feedback provided to the online bidding agent to minimize server costs
• Single point management across hundreds of advertisers, thousands of campaigns, thousands of ads, and
multiple exchanges. Keeping ROI and profits positive
Key features:
• Profit Maximization: Advertiser enters the max bid he is willing to pay for targeted traffic, while the
exchange bid request keeps modifying over time. The Bidder component ensures it bids a value lower than
the max bid, and for which traffic is available. This provides scale to and ensures profits for the network
• Supply Forecasting: Forecasts traffic against targeting granularity and combinations. Learning from
interactions over time.
• Price Landscape: Predicts the price of the inventory, learning from interactions.
• CTR Prediction: Our bidder allows for your advertisers to bid on CPC while the bidder predicts CTR and
bids on CPM on the exchanges.
• Risk management: Supply through exchanges is ever changing, interactions once positive could go into
heavy losses in a matter of seconds. Kritter’s unique financial risk module, monitors and mitigates this.
25. K-DP - Architecture
Ad-server
Supply
Products
Demand
Products
Advertiser Publisher
Transport
Raw Data Store (Distributed Data System)
Transport
Processing
Fan Outs
HDF
S
MySQL
Propri
ety
Hive
Reporting API
Reporting Analytics Feedback
DMPs, Data
Enricher,
Data
Augmenters
Machine
Learning
26. Key Features - DP
Highlights:
• Integrate with multiple logical boxes, like ad-serving, bidder, buy side, and sell side products. To transport
and store data of various dimensions and granularity
• Fan outs/APIs: Pipe this data in to various front end products, like analytics, interface based query system,
customer reporting. Pipe processed information into machine learning systems to empower various
algorithms.
• Monitoring and alerting: Create various rules and processes to alert business and technology teams on
anomalies and fluctuations.
• Processing: Create custom rules to process the raw data, integrate external DMPs to enrich data. The
processing will keep in mind the varied outcome of the data needed for the business and technology
Key features:
• Big Data: This platform transitions with your business scale with seamless big data/distributed data
infrastructure. Works on RDBMS, and when your data hits inflection point, can se ported into a Hadoop
infrastructure without any coding
• DMPs: Integrate external or home grown DMPs like bluekai, lotame, factual, etc to enrich ad-serving and
bidding algorithms
• Customize: The DP can be customized to fit your business models like, hyper local, lat long, retargeting,
UDID based serving, cookie technology
27. Kritter Pricing
Product Pricing: One-time price for a life-time license
• Business training and handover
• Technical training and handover - Documentation
30 days: Acceptance period – Free
30 days: Warranty period - Free
Services: Charged on time spent
• White labeling the product
• Integrating the product with existing technology
• Customizing client’s business model into the product
Maintenance:
• Reactive Maintenance: Send an email to Kritter support and pay hourly charges for debugging (In case of client
having an existing technology team, wanting to manage tech operations)
• Proactive Maintenance: Monthly fixed charges to manage 24/7 tech operations and debugging of the software (In
case of client having no technology team, wanting to outsource full tech operations
Enhancements:
• Enhance patch: Kritter will keep releasing patches to enhance its software and will notify the customer of the new
features. Customer can pay a one time patch update price to acquire new features
• Enhancer retainer: Post delivery if the customer is looking at regular enhancement of the software. A pod will be
built within Kritter to manage the road map of all developments, having a product manager, project manager, and
engineers (based on work load). Patches included