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Our Experience with Adobe Audience Manager DMP
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.
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Our Experience with Adobe Audience Manager DMP
- 1. OUR EXPERIENCE WITH ADOBE AUDIENCE MANAGER
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- 3. 80+ WEB SITES 75% reach
- 4. Programmatic Obstacles –Czech Market 2012 • Quality inventory • Data • Education
- 5. The Issue withRetargeting • 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 onthe 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
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- 9. Code Deployment <scriptsrc="//assets.adobedtm.com/ 4beaca54604aa1db7a7d9296a08d83bee398e7f d/satelliteLib-d510f92ab8572ae6ef088c26133f8079a7f0932 3.js"></script> <script type="text/ javascript">_satellite.pageBottom();</ script> 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 APIenabled us to automate the process of building very complex segment definitions.
- 12. Integration cookie pixelserver 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…)
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- 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 PublisherData Use Cases • Private marketplaces • Ad server integration • DSP integration • Silent personalisation • Retargeting pixel integration • Custom Integrations
- 19. The Results: Revenuefrom PMP Deals
- 20. Learnings • Integrationslower 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