The Better Programmatic Experience
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Why and how does a major retail brand bring part of your programmatic media buying effort in-house? Looking to gain more media for their buck and transparency, Overstock comshares its experience taking over its retargeting campaigns by reorganizing its own data and marketing teams and choosing and assembling tech solutions. What new efficiencies, performance and customer insights has the company gained as a result? What challenges remain for brands considering a similar move? PRESENTER: Craig Kelly, Group Product Manager, Marketing, Overstock
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The Better Programmatic Experience
- 1. Bringing Display In-House Craig Kelly, Group Product Manager, Overstock.com
- 4. BACKGROUND Approaches to In-House ADVERTISER DSP EXCHANGE SSP PUBLISHER 0%15%15%12-15%0-15% Easiest Easier Hard Harder Hardest Trade Desk MediaMath Doubleclick Beeswax AppNexus Direct Buys Pub Sales Team Header Tags Criteo Agencies
- 7. tech assessment team selection vendor selection T E C H
- 8. tech assessment team selection vendor selection T E A M
- 9. tech assessment team selection vendor selection V E N DO R
- 10. Overstock’s Solution BRINGING DISPLAY IN-HOUSE
- 13. Product Recs Solution + = Recommendation Engine
- 14. Bidding Solution Data Warehouse Realtime Database ML Engine Bidding Algorithm Bidder
- 15. On-going Challenges BRINGING DISPLAY IN-HOUSE
- 16. Data Sparsity • Long Pareto of arbitrage opportunities on small publishers • Sufficient click data on a small percentage of overall available inventory Challenges
- 17. • Private Marketplaces • Direct Deals • Header Integrations Inventory Challenges
- 20. Thank You BRINGING DISPLAY IN-HOUSE crkelly@overstock.com
Editor's Notes
- MIGRATION TO RESPONSYS Reliability Scalability Integrations Life Cycle Targeting IN-HOUSE DSP On-track to save $3–4 million per year TV COMMERCIAL ABOUT NAME 2.5x Responsiveness 20% Sentiment Doubling Budget 10% Growth
- MIGRATION TO RESPONSYS Reliability Scalability Integrations Life Cycle Targeting IN-HOUSE DSP On-track to save $3–4 million per year TV COMMERCIAL ABOUT NAME 2.5x Responsiveness 20% Sentiment Doubling Budget 10% Growth
- MIGRATION TO RESPONSYS Reliability Scalability Integrations Life Cycle Targeting IN-HOUSE DSP On-track to save $3–4 million per year TV COMMERCIAL ABOUT NAME 2.5x Responsiveness 20% Sentiment Doubling Budget 10% Growth