The document discusses an experience using Adobe Audience Manager for audience targeting on the Czech market. It found that Audience Manager provided flexibility in building complex audience segments and high performance through precise targeting. However, implementation required involvement from multiple parties due to different ad servers used by publishers. Looking forward, expanding data coverage and custom integrations were seen as opportunities to drive more volume.

1. OUR EXPERIENCE WITH
ADOBE AUDIENCE MANAGER

2. THE MARKET

3. 80+
WEB SITES
75%
reach

4. Programmatic Obstacles – Czech Market 2012
• Quality inventory
• Data
• Education

5. The Issue with Retargeting
• Great performance
• No new visitors
• Small reach
Approx. 80 % of the RTB
spend on the Czech
market comes from
retargeting.
(CPEx estimation.)

6. Adience Data on the Czech Market
Before CPEx Audience, there was no data for audience
targeting widely available in the open RTB ecosystem.

7. DMP Criteria
• Flexibility and control
• Support
• Pricing model
• Integration
• Look alike modelling

8. IMPLEMENTATION

9. Code Deployment
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<script type="text/
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The deployment was extremely
easy thanks to the Adobe
Dynamic Tag Manager.

10. Traits and Segments
Adobe Audience Manager offers great
flexibility for building the segments.

11. API
The API enabled us to automate the process of building
very complex segment definitions.

12. Integration
cookie
pixel server to server
The AAM does not have as many S2S integrations as
some competitors do, but offers easy to use tools to
export the segments. The implementation however was
slower and more painful than we expected as it required
involvement of many different parties (the publishers in
CPEx use 4 different ad servers…)

13. RESULTS

14. Foto Diogo Martins
Tailor-made Audiences

15. Real Estates – eCPM
100%
80%
60%
40%
20%
0%
1. CPL
Google AdX
2. Non-CPL
Google
3. Geo + CPM
vybrané weby
4. CPEx CPM
umístění
5. CPEx CPM
Audience
6. CPEx CPM
retargeting

16. Real Estates – CPL
100%
80%
60%
40%
20%
0%
1. CPL
Google AdX
2. Non-CPL
Google
3. Geo + CPM
vybrané weby
4. CPEx CPM
umístění
5. CPEx CPM
Audience
6. CPEx CPM
retargeting
Even thought the CPM we asked was 20x times higher
than the cheapest inventory sources, thanks to precise
targeting, the CPL was on roughly the same level.

17. Conversion Rate – Travel
0.4%
0.3%
0.2%
0.1%
0%
Email.cz
placement
+ behavioral
Travel –
contextual
Super.cz
beahvioral
CPEx
Audience

18. 3rd Party Publisher Data Use Cases
• Private marketplaces
• Ad server integration
• DSP integration
• Silent personalisation
• Retargeting pixel integration
• Custom Integrations

19. The Results: Revenue from PMP Deals

20. Learnings
• Integration slower than expected
• Flexibility in segmentation is the key
• The performance is there
• Look alike modelling works
• Easy to sell, difficult to get volume

21. Future Outlook
• Increase coverage
• Inject registration data + more meta data
• Get panel data for models
• Custom integrations / resellers

22. Czech Publisher Exchange
http://en.cpex.cz
Matěj Novák
matej at cpex.cz
http://linkedin.com/in/matejnovak