This document discusses how display advertising is evolving from mass targeting to highly personalized targeting using big data. It introduces myThings, a company that uses conversion data to personalize ads for retailers. MyThings uses various data sources like CRM, social media, and on-site behavior to segment audiences precisely and serve unique campaigns to each segment in real-time. A case study example with Littlewoods is shown where combining 1st party data and retargeting led to high ROI. The document argues that while big data presents big opportunities for retailers, many are unprepared to leverage it for advertising.

1. THE NEW DISPLAY
POWERED BY BIG DATA PERSONALIZATION

2. IN A NUTSHELL
Founded in 2005, myThings is the worldwide leader in
conversion-driven display advertising solutions.
Translating intent data into personalized ads, we drive
incremental sales for top online retailers.

3. 15 MARKETS, 800 CUSTOMERS, 160 EMPLOYEES
USA
FRANCE
BENELUX
ITALY
UK GERMANY
TURKEY
SCANDINAVIA
RUSSIA
JAPAN
SPAIN
over
INDIA
LATAM

4. THE NEW DISPLAY
POWERED BY BIG DATA
PERSONALIZATION

5. [DISPLAY] ADVERTISING IS CHANGING…

8. FROM AGE OF AGENCIES
Media Buying En Masse
Targeting Almost Non-Existent
One Creative Fits All

9. TO AGE OF MACHINES
Programmatic Media Buying
One Creative Fits One
Real Time Advertising
Big Data

10. COMPANIES STILL NOT CAPITALIZING ON BIG DATA
60
%
considered their
organizations
unprepared to
handle big data
90
%
Failure to
capitalize on big
data translated
to lost revenues
March–April survey among digital marketers
March–April survey among digital marketers

11. BIG data. BIG opportunity.
60%
Potential increase in retailers’ operating
margins possible with big data

12. BIG DATA PERSONALIZATION IN DISPLAY
VOLUME
VERACITY
VELOCITY

13. BIG DATA PERSONALIZATION IN DISPLAY
VOLUME
VERACITY
VELOCITY

14. MULTIPLE SOURCES OF DATA
Visual recognition data
Social data
CRM Data (2st party)
2
Publisher data
Campaign
Performance data
3
3rd party data
Site-side data (1nd party)
1

15. 1st PARTY DATA (CRM TARGETING)
CRM
BRIDGING ENTERPRISE
CRM DATA WITH DISPLAY
Customer life-time value
gross margin per product
Specific payment methods
Transaction history
DISPLAY
ADVERTISING

16. DATA GOING UPSTREAM
CROSS-FUNNEL DISPLAY
UPPER FUNNEL
1010010011110110111110101010110101011100
10100101110110111110101010110101011100
10100101001000101010001001001000111
101001001111110010000100100111111
10100100100010010111000101110
101001001100001011010011111
MID FUNNEL
Pretargeting
10100100110000101101001
101001001100101101001
1010010011010010011
10100100110100100
101001001110111
LOWER
FUNNEL
Dynamic
display

17. MULTIPLE CHANNELS
Desktop
Mobile
Video
Facebook

18. BIG DATA PERSONALIZATION IN DISPLAY
VOLUME
VERACITY
VELOCITY

19. GRANULAR SEGMENTATION = PRECISION TARGETING
Product-related
Level of intent
1st party segment
Traffic source

20. UNIQUE CAMPAIGN FOR EVERY SEGMENT
Segment
Registered users
who never bought
Unique Pricing
8% CPA / 25p CPC
Unique
Products
High margin
Unique layout
Unique
Large-font
Promotion
promotion
15% off your
1st purchase

21. BIG DATA PERSONALIZATION IN DISPLAY
VOLUME
VERACITY
VELOCITY

22. In less than 120MS advertisers have to…
Receive bid
Opportunity
Identify cookie
Decide whether
to bid and what
price to bid
Return bid
AdX decision
Select
personalized
content
Serve banner

23. REAL TIME DECISIONS: BIDDING
Standard optimization
Assuming impression, will
the user click or not?
Big data optimization
Assuming impression, will
the user click or not?
Assuming click, will the
user convert?
Assuming conversion,
how much will be spent?
Assuming spend, what
will be advertiser’s ROI?

24. REAL TIME DECISIONS: DYNAMIC CREATIVE
Product
Recommendati
on Engine
What banner to
present to which
user?
Adaptive
banner
optimizer

25. BIG DATA PERSONALIZATION IN DISPLAY
CASE STUDY

26. CASE STUDY: LITTLEWOODS
Data-driven acquisition & retargeting combined
1st party data optimisation

27. HOW DID IT WORK?
Did user visit site?
NO
YES
User shown dynamic
display banner
User shown personalized
retargeting banner

28. RESULTS
1€ : 23€
ROI RATIO
8.18%+
ROI UPLIFT
COMPARED TO
INITIAL FORECAST
Average
PCCR

29. EXCITING TIMES AHEAD!

30. Thank You