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Programmatic Advertising: How To Join In On the Fun
This document provides an overview of programmatic advertising, including: - Defining key terms like programmatic advertising, real-time bidding, and programmatic direct. - Describing the major players in programmatic advertising like DSPs, SSPs, DMPs, ad exchanges, and trading desks. - Explaining the basic process of how programmatic advertising works from selecting platforms and vendors, to building strategic plans, implementing campaigns, and optimizing performance.
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Programmatic Advertising: How To Join In On the Fun
- 1. @Albright_C Programmatic advertising: how tojoin in on the fun
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- 3. @Albright_C What IS It? “encompas sesan array of technologie s That Automate the buying, placement and
- 4. @Albright_C Acuity Ads -DSP Ad Taxi Networks (Digital First Media) AdClarity@Media Intelligence AdCurv - DSP AdKaora@Digital Fighters Adobe Marketing Cloud (Adobe) - DSP Adobe Media Optimizer Adsmobi - DSP Affiperf - DSP Airpush, Inc. Altitude Digital- Video Platform & SSP AndBeyond.MediaGlobal - Native BrideClick - Ad Network Datawrkz DSPmobi E-novate - DSP Econsultancy.com - Publisher eEffective - Publisher Emerse.com - Full-Service eyereturn Marketing Go2mobi - Mobile Advertising Infectious Media Intelligent Optimisations Interactive Advertising Bureau - Publisher IPinYou - DSP Knorex XPO - DSP MediaDesk - DSP MediaMath Mobile Network Group - Moremint OwnerIQ - DSP Pk4 Media RadiumOne ReactX - Cross Channel Experiences RTBiQ - DSP Sellbranch - DSP Sonobi - Audience Management Sparc Media StartMeApp - Mobile DSP Think Digital Trust Metrics Varick Media Management Yoptima Zetanet - DSP VENDORS
- 5. @Albright_C Definition s Programmatic advertising –an automated, technology-driven method of buying, selling, or fulfilling ad placements Real time bidding – the buying and selling of digital ads through real-time auctions that happen in the time it takes a page to load Programmatic direct - direct buys that use some level of automation
- 6. @Albright_C PLAYERs – high level AdExchange – Transparent real-time marketplace where large pools of inventory are bought and sold Trading desk – Holding company-created division to execute audience buying strategies both direct and programmatic
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- 8. @Albright_C DMP WHAT THIS LOOKS LIKEIN SIMPLE FORMAUDIE NCE DMP (The Data) Ad Exchang e (Stock Market) SSP (Publisher Manageme nt) DSP (Advertiser Manageme nt) Programm atic (Automates Bidding) Publishe rs Ad Network s
- 9. So how doesit work?
- 10. Bite-Sized Chunks: Selecting planning OptimizingImplementing
- 11. @Albright_C Selecting your platform Detail Budgets trackingsegmentation Audience data specialization
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- 13. @Albright_C Google Display Network// Double Click Bid Manager Adsense marketplace Manual bidding Text ads Image ads Video ads Low to medium budget 1st party audiences Premium marketplace, including guaranteed buys Algorithm-based bidding Rich Media Ads Image ads Video ads
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- 15. @Albright_C How is performancetracked?
- 16. @Albright_C Vendor (DSP &DMP) Weekly CPA
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- 18. @Albright_C What audience Datais used? 1st Party 3rd Party
- 19. @Albright_C How can Isegment?
- 20. @Albright_C Account / Website Content -evergreen, promo Delivery - Geo targets, device Creative - messaging
- 21. @Albright_C How much detaildo I need to control?
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- 27. @Albright_C What assets do you have? Interstitial ExpandingVIDEO & Dynamic
- 28. @Albright_C What is your ad sequen ce? Howdoes your message
- 29. @Albright_C What targeting choices must you make? Contextualtargeting Audience types Placement Categories Lookalike audiences Retargeting (1st or 3rd party) Layering audience + content targeting
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- 31. @Albright_C 1. Place the Pixel. 1.Place the Pixel. 1. Create pixel map 2. Place pixel 3. Verify Tracking
- 32. @Albright_C Conver sion - Direct Retargeting - General Conversi on– View Thru Retargeting – Specific source
- 33. @Albright_C The build1. Buildout Insertion Orders (campaign-ish) 2. Create Line Items (ad group- ish) 3. Expand into additional targeting types through more IOs 1. Provide breakdown of objectives to vendor 2. Verify build with vendor
- 34. @Albright_C Add creative • Uploadcreative to ad server • Use Dynamic content sheet if using dynamic ads • Create names to represent not just content but IO, etc • Send tags to vendors if needed*
- 35. @Albright_C Complaints from March2015 61.4% Placement transparency 40.5% Inventory forecasting 34.0% First look impressions 26.1% Amount of rich media
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- 39. @Albright_C Bid Changes / Algorithmgoals Starting/flexible biD Goal CPA Budget settings
- 40. @Albright_C Device / Dayparting/ Geo Targeting [snooze]
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- 42. @Albright_C At least 50%of the ad is visible for at least 1 second and the ad is less than 242,500 pixels (970 x 250). At least 30% of the ad is visible for at least 1 second and the ad is 242,500 pixels (970 x 250) or greater. A video ad is considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds. VIEWABILITY
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- 46. @Albright_C Frequency capping The totalamount of times a converter/visitor needs to see an ad The frequency range which brings in the lowest cost conversions/traffic
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Editor's Notes
- #3 Interest has spiked over the past 5 years, with only the last few months slowing in the searches for explanations. Lead singer of Motorhead passed on Dec 28
- #7 Ad Exchange – Transparent real-time marketplace where large pools of inventory are bought and sold Trading desk – Holding company-created division to execute audience buying strategies both direct and programmatic DSP – Demand side platform – technology company that owners RTV buying for advertisers and agencies. Leverages Demand Side Decisioning SSP – Supply side platform – technology platform that powers rtb selling for publishers. PMP – strategy to create a premium sales channel using rtb to execute direct buys DMP – Data management platform – 1st & 3rd Party Automated guaranteed – workflow automation and execution channel for direct sold reserved inventory
- #8 DSP – Demand side platform – technology company that Powers RTB buying for advertisers and agencies. (DBM) SSP – Supply side platform – technology platform that powers rtb selling for publishers. (AdSense) PMP – strategy to create a premium sales channel using rtb to execute direct buys DMP – Data management platform – 1st & 3rd Party (DCM) Double Click Bid Manager –90 Ad Exchanges, 900M+ websites, 35 third party data providers for audience.
- #9 How different sources communicate – to be hidden
- #10 Mention the original slide deck and how I realized it was every other presentation I’ve seen about programmatic and how I know that hasn’t helped me a ton. Two ways: automated thru someone else, semi-manual using a vendor such as The Trade Desk or Google’s Double Click
- #11 “Even if machines are managing real time optimizations people need to analyze that data and make strategic decisions on future optimizations/parameters, and then summarize the data and turn those into key learning's that should have an impact well beyond just performance marketing initiatives.”
- #12 How much detail do I need to be in control of? What is minimum? (Vendors often have minimum, DC has minimum to become partner) How can do you track performance? This is where that DMP word comes back (or through GA or another import) How can I segment? Geo, budgets, audience, CONTENT What kind of audience data do you use? 1st or 3rd, email lists, GAP tags What is your specialty? Video, rich media ads, mobile, quality or real estate
- #14 Quality concerns: Quality -If parameters not put into place inventory can run on poor quality sites, brand safety, whitelists and blacklists help Viewability -This is a digital problem not just a programmatic problem, tech available at additional small premium Complaints from March 2015: 61.4% Placement transparency 40.5% Inventory forecasting 34.0% First look impressions 26.1% Amount of rich media 19.0% Share of Voice 19.0% Audience targeting
- #15 What is minimum? (Vendors often have minimum, DC has minimum to become partner but not when using a partner)
- #16 How can do you track performance? This is where that DMP word comes back (or through GA or another import) OR the vendor themselves have a DMP that you can access.
- #19 1st party – place their pixel 3rd party – use existing lists (such as GAP) from your DMP
- #20 DBM lets you target devices (smartphone, smart tv, tablet, desktop) OR environment desktop/mobile web, mobile app, mobile interstitial)
- #22 How much detail do I need to control? Do you need to make budget adjustments on the fly? Will you have major changes in promotions or creative? Are there segments that must be in place to be approved? (such as geo or device)
- #23 How much detail do I need to control? Do you need to make budget adjustments on the fly? Will you have major changes in promotions or creative? Are there segments that must be in place to be approved? (such as geo or device)
- #24 What is your specialty? Video, rich media ads, mobile, quality or real estate. Do they have a specific industry they focus on
- #25 What is your specialty? Video, rich media ads, mobile, quality or real estate. Do they have a specific industry they focus on?
- #26 Okay, you’ve chosen your style Next question is what kind of assets are you working with? Banner ads? Mobile specific strategy? Video? (what else is there?)
- #27 Why prospecting? According to Quantcast via eMarketer in 2014, branding increases efficiency, reduces costs, has the ability to optimize in real time, and also use and generate 1st party data. What is your prospecting USP? Why direct response? 1st party data, low funnel means just reminding that they were interested or adding to what they know of you. What is DR USP? Be ready for view-thrus. Everyone wants to report on conversions but they’re really just part-of-the-conversion process. ** Search Retargeting & Site Retargeting!!***
- #28 Rich media ads (Interstitial (floating), expanding, video, audio, etc), video assets, social media (Facebook), dynamic creative; Dynamic creative is available! (with advanced aspects of it for those who are ready)
- #29 What are audience touch points (specific for Brand awareness, Email marketing, Social engagement, and retargeting, as well as things like Seasonality) Upon segmenting out to whom you’re saying what, this allows for a slow build of what campaigns need to go where. This can be accomplished through a more manual platform like TTD or DMB, or through specific vendors with clear objectives.
- #30 Upon segmenting out to whom you’re saying what, this allows for a slow build of what campaigns need to go where. This can be accomplished through a more manual platform like TTD or DMB, or through specific vendors with clear objectives.
- #31 -Place pixel(s) and establish goals. Again DMB’s version of this might be different, it’s basically creating a new list for each audience (some vendors can use GTM, others can’t. they’ll know) -Creative (or have created) the campaigns and segments you’ve decided upon -Load and label ads -How to add tracking (integrate with GAPDCM, or DMP) to pull data into whatever source. CHECK that this works and verify where you’ll be looking to optimize performance --- Such as the fact that your sites should have onsite engagements ---- do you need a blacklist of poor performing sites? Do you regularly check the frequency of traffic from the same IP address?
- #32 -Place pixel(s) and establish goals. Again DMB’s version of this might be different, it’s basically creating a new list for each audience (some vendors can use GTM, others can’t. they’ll know) Floodlight tags fire like a conversion and mark the source, which helps to deduplicate sales (reducing the frequency of overcounting) Create floodlight pixel for whatever you want to check, even if it’s different by source -How to add tracking (integrate with GAPDCM, or DMP) to pull data into whatever source. CHECK that this works and verify where you’ll be looking to optimize performance --- Such as the fact that your sites should have onsite engagements ---- do you need a blacklist of poor performing sites? Do you regularly check the frequency of traffic from the same IP address?
- #34 -Place pixel(s) and establish goals. Again DMB’s version of this might be different, it’s basically creating a new list for each audience (some vendors can use GTM, others can’t. they’ll know) Floodlight tags fire like a conversion and mark the source, which helps to deduplicate sales (reducing the frequency of overcounting) Create floodlight pixel for whatever you want to check, even if it’s different by source -How to add tracking (integrate with GAPDCM, or DMP) to pull data into whatever source. CHECK that this works and verify where you’ll be looking to optimize performance --- Such as the fact that your sites should have onsite engagements ---- do you need a blacklist of poor performing sites? Do you regularly check the frequency of traffic from the same IP address?
- #35 -Place pixel(s) and establish goals. Again DMB’s version of this might be different, it’s basically creating a new list for each audience (some vendors can use GTM, others can’t. they’ll know) Floodlight tags fire like a conversion and mark the source, which helps to deduplicate sales (reducing the frequency of overcounting) Create floodlight pixel for whatever you want to check, even if it’s different by source -How to add tracking (integrate with GAPDCM, or DMP) to pull data into whatever source. CHECK that this works and verify where you’ll be looking to optimize performance --- Such as the fact that your sites should have onsite engagements ---- do you need a blacklist of poor performing sites? Do you regularly check the frequency of traffic from the same IP address?
- #36 Quality concerns: Quality -If parameters not put into place inventory can run on poor quality sites, brand safety, whitelists and blacklists help Viewability -This is a digital problem not just a programmatic problem, tech available at additional small premium Complaints from March 2015: 61.4% Placement transparency 40.5% Inventory forecasting 34.0% First look impressions 26.1% Amount of rich media 19.0% Share of Voice 19.0% Audience targeting
- #37 Once you’ve launched, how do you compare performance
- #41 When to segment between devices? When to target or exclude from consideration? Bid modifiers are possible, also simply reduced coverage for some devices SCREENSHOT: The Trade Desk build OR DBM Insertion Order
- #48 US & UK C-Level Bus Associate feedback