Programmatic buying uses real-time data and technology to customize advertising to meet advertisers' needs. It allows for bidding on millions of ad impressions across different exchanges and platforms. Data such as bid price, exchange, ad size, language and noticeability are recorded. Predictions are made on conversion rates and are adjusted based on positive or negative signals from impression and click data. The goal is to understand all factors that influence sales like channel, site, user demographics and purchase intent in order to optimize tactics across different stages of the customer journey from awareness to acquisition.

1. Programmatic
Buying —
Myth or Reality?

2. Real time and Data Driven Technology moves toward customization of the end
Advertiser’s needs and requirements

3. Bids
19 mln

4. Information sample:
Bids
$1, Adfox,
brandprotection: rating
G, Adsize 160x600,
Language: en
$2, Google, Safety
level: gold , Adsize
728X90, Language: Ru,
Noticeability: "high“
Price, ssp, url, referer
Proximic: brandprotection:,
Safety level,
Category: weight,
Adsize,
Abovethefold: "medium or
high or low",
Noticeability: "high or
medium or low“
Scope: "page",
$0.5, Яndex, Category:
Language etc.
weight 100/Sports ,
Adsize 160x600,
Language: Ru,
Noticeability: “medium“,
Abovethefold: "medium"
19 mln

5. Predict
0.8
0.2
0.01
0.7
0.95
19 mln

6. HUBRUS RTB
Conversion Pixel /
View Pixel
Positive signals
Company’s
impressions results
Negative signals

7. Only guarantee with a central
forecast is it will be wrong
How wrong am I
like to be?
What drives
the wrongness?
What is the impact of
being that wrong?

8. ADAPTIVE MODELLING APPROACH

9. UNDERSTAND ALL ASPECTS
THAT DRIVE THE SALE
•Channel
•Site
•Day
•Time
•…
•Size
•Color
•Position
•…
•Price
•Copmpetitors
•Weather
•Economy
•…
•Age
•Sex
•Profile
•Purchase process
stage
•…

10. Applied to RTB and
Programmatic

11. Funnel: mechanics and tactics
Media Tactics
Awareness
Consideration and
Engagement
Acquisition
Data Inputs
•
•
•
•
Home page takeovers
Pre-Roll video
Online Radio
High SOV site buys
•
•
•
•
Rich media banners
Mobile display
Contextual and search
targeting
•
•
•
•
•
•
Site/email Retargeting •
•
Existing customer
•
retargeting
Intent/behavioral
marketing
•
•
Demographic, HHI,
household income/credit
score
Lifestyle and interest
segments
Social connections
Offline Purchase behavior
Brand affinities
Lookalike modeling
Online purchase intent
Search behavior
Lookalike modeling

12. hubrus.com
Russia address 109147,
Russia, Moscow, 21/11 trubnaya,
entrance 4/4, 402, Moscow, 119019,
Russian Federation
+7 (495) 212-1066
on@hubrus.com