Featuring speakers from Netflix Patrick McGrath, Product Manager of Ad Technology, Netflix As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.

1. Headline
Patrick McGrath
Senior Product Manager, Ad Tech @ Netflix
In Programmatic Ad Buying and
Conversion Funnel Optimization

2. You’ve got to get the fundamentals down
because otherwise the fancy stuff isn’t
going to work* - Randy Pausch, ‘The Last Lecture’
*Also every high school sports coach, ever.

3. You can relax now!
The Key Takeaway
Tracking is the foundation of success for any digital marketing campaign. Get
tracking right, and the rest will (eventually) follow.

4. Discussion Topics
1. Setting yourself up for success
2. All the ways you can slice your data to derive insight
3. Building audiences of the right people, and placing an ad in front of
them at the right time
4. How this all feeds into A/B testing and conversion funnel optimization

5. The Product Marketing Nirvana
The right message to the right customer with the
right context at the right time generating the right
product experience. Truly a segment of one.

6. This is to show you that online advertising, and marketing in general, is
incredibly complex. It’s also the first vector image for the term ‘brand’ via
Google image search.

7. “It does not do to leave a live
dragon out of your calculations,
if you live near him.” - J.R.R. Tolkien
Tolkien, who probably didn’t know much about retargeting or conversion
rate optimization, wrote in a timeless and poignant prose.

8. Building the Foundation

9. A Quick Note on Tools...
Tag managers, A/B software, and analytics platforms oh
my!

10. Ad Platform Hierarchies
Google AdWords Facebook
Campaigns
Accounts
Ad Groups
Keywords and Ads
Campaigns
Ad Groups
Ad Sets
Ads
Accounts

11. Build a Hierarchy Relevant
to your business
Original Content
Television Shows
House of Cards

12. Now Map Business Insights
Back to your ad platforms
Customer Segment #1
House of Cards
Customer Segment #2 Customer Segment #3
Google Facebook FacebookGoogle Google Facebook
Product A/B Tests Product A/B Tests Product A/B Tests

13. Segmentation and Audiences

14. Customer Segmentation Strategies
● Would you invest development resources for
this group of customers?
● Would you build a custom product line for this
group of customers? (eg, Enterprise, SMB)
Advanced: What would you do differently for each of these groups of customers by time of day? By
the weather in their location? By the ads they have already seen? By their broadband capabilities? If
you grouped by any of these dimensions, would the number of unique yield statistically significant
results when assessing ad or product performance?

15. NomNomNomNomNom

16. Online Advertising == Cookies
● Where has this person been?
● Have they seen any of my ads yet? Which ones?
● Has this person ever been on my site?
● What can I infer about this users demographic based on the
sites they have visited? Based on my own data about them?

17. Impression Click Conversion(s) Retention
Communicate with ad serving platforms when a visitor has
performed any product events, and vice versa.

18. Ad 1
Always know the source ad and all associated metadata! Feed this
into your A/B systems.
Ad 2
Ad 3
Landing Page A/B Tests Conversions
Ad Platform
1
Ad Platform
2

19. Automation!

20. The Advantages of Building the
Foundation
● Predictability
● Scalability
● Organizational ‘Alignment’
● Cleaner Data

21. A good plan violently executed now
is better than a perfect plan
executed next week - George S. Patton

22. Thanks!
@adsandratios,
linkedin.com/in/patmcgrath
pmcgrath@netflix.com