Webinar DV 360 Self Serve _ 25 March 2022.pptx
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This document provides an overview of the DV 360 self-serve programmatic advertising platform. It outlines the webinar agenda, who would benefit from the offering like digital agencies and advertisers. It explains key concepts like programmatic buying and selling, the roles of DSP, SSP, ad exchanges. It then summarizes the features of DV 360 including access to large inventory, supported deal types, advanced targeting capabilities, and integration with other Google Marketing Platform tools. The document also describes the DV 360 self-serve process, available access and permissions, and additional training and support services that are offered.
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Webinar DV 360 Self Serve _ 25 March 2022.pptx
- 1. c DV 360 Get Started with Programmatic 25th March’22
- 2. Other Offering Options for additional services The Process The overview of the working( process) of DV 360 Self Serve which is being offered to you 5 6 4 Overview of DV 360 + Self Serve An overview of the power of DV 360 and an introduction to what is being offered in DV 360 Self Serve Model here. 2 3 1 2 Webinar Outline Who will Benefit From This Who will get maximum value from this offering. About Us About Tatvic Analytics Pvt Ltd and how we make an impact on the Martech space Programmatic landscape A DSP, SSP, DMP, and an ad exchange. Each part of the system works together to serve both publishers and advertisers
- 3. Who Will Benefit out of the Offering 3 Agencies ● Digital Agencies ● Web Agencies ● Creative Agencies Advertisers ● Who want to run their in-house campaigns ● Who need access for marketing on temporary basis
- 5. Advertiser Advertiser Ad Server DSP Ad Exchange SSP Ad server Publisher Delivers Ads Bids for media and optimizes Manages Auction Offers Media Opportunities and Optimizes Displays Ads on site Flow of ad slots Flow of ads and Money Bids Ad calls Brand Campaign Manager DV 360 GAM GAM Publisher A simple representation of Ad buying
- 6. Marketer Publisher The MarTech & AdTech landscape is complex
- 7. The MarTech & AdTech landscape is complex
- 8. A fragmented ecosystem Ad Serving Search Management Display Buying Rich Media Tag Management On-Site Analytics Data Warehouse
- 9. Display & Video 360 DSP Campaign Manager 360 Ad Server Analytics 360 Advanced Measurement Search Ads 360 Search Tag Manager 360 Tracking Solution Data Studio Data Visualisation Optimize 360 Website Testing Studio Creative Google Marketing Platform- A connected Ecosystem
- 10. If you achieve data driven marketing... Source: BCG “Delivering Meaningful Moments with Data Driven Transformation “ https://www.thinkwithgoogle.com/intl/en-gb/marketing-resources/data-measurement/delivering-meaningful-moments/ 16% Avg cost savings 13% Avg higher revenue It’s important to have a connected ecosystem
- 12. Platform Overview Display & Video 360 provides a single tool for planning campaigns, designing creatives, organizing audience data, finding and buying inventory and measuring and optimizing campaigns.
- 13. Open Auction Hundreds of buyers competing Private Auctions Invitation only auctions Preferred Deals Fixed price, one- to-one deals Traditional tag- based Guaranteed, direct deals Deal types Devices Inventory Programmatic Guaranteed Programmatic, guaranteed, direct deals Premium display Top publishers across verticals Video Partner Select, Google Preferred, TrueView etc Search Google, Bing, Yahoo etc Social Including Twitter and LinkedIn Cross-device solution Deterministic graph based on 7 properties w/+1B users Data First party data CRM, email, past purchasers, app converters, video viewers etc Free Google data Affinity, In-Market, location, demographics, contextual etc Third party data 96K audience segments from 140 providers Platform Spectrum Source: Google Marketing Platform
- 14. 14 Key Differences in GAds and DV360 Features Inventory Limited Large inventory (wider reach) Programmatic Buying Not available Available Frequency Cap By day By hour & minute Bid Type CPC, CPM & CPV CPM preferred Creatives Image, Banner, GIF, Responsive, Video ads Rich media, HTML5, Native, Video ads Targeting Keywords, Placements, Affinity, In-market, Topics 1st & 3rd Party, Affinity & In-market, Custom Lists, Behaviour Targeting 1st & 3rd Party Data Not available Available Dynamic Creative Not available Available Auctions & Deals Not available Open Auction, Private Auction, Preferred deals, Guaranteed deals
- 15. c 15 DV 360 Self Serve 3-A
- 16. 16 What is Self Serve? Getting access to the power of Google DV 360 / CM through our (Tatvic) account where you can run your campaigns independently (Self Serve) in the native interface of DV 360.
- 17. Display and Video 360 01 02 03 17 What do we enable you with in Self Serve Campaign Manager Doubleclick Rich Media DV360 is Google Marketing Platform's demand-side platform for programmatic media buying. It allows advertisers and marketers to activate media buys with a very high degree of control. Campaign Manager is an Ad management system for advertisers and agencies. This includes a robust set of features for ad serving, targeting, verification, and reporting. It Includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.
- 18. 18 Access to many ad networks and open exchanges including the Google Display Network give DV360 a reach unmatched by any Demand Side Platform (DSP). Vast Reaching Inventory Preferred deal, a private auction, or a Programmatic Guaranteed (PG) deal all are possible. You can choose the best path to reach your goal. All Types of Deal are Supported Along with typical targeting levers such as keywords, geo, demographics one has access to Google’s in-market audiences and affinity segments to directly target groups based on their online behaviors. Best in the Class Target Audiences Complete flexibility in bidding strategies, frequency capping, pacing, and many other variables put the power of optimization in your hand. DV 360’s tight integration with campaign manager reduces the intensity of work for tracking and attribution. Optimization and Integration The Power of DV 360 We know you are aware of the power of DV, but sharing always help
- 20. 20 The Value Get access on demand in 2 days if you have an urgent need to run campaign promoting something which is short term like an event. Demand Get access to one of the largest inventories available. You can also get access to DCM and DRM. Inventory Experience the power of Google’s in-market audiences and affinity segments. Audience We provide flexibility of starting with a smaller budget. Budget No limitation on number of campaigns and line items you create for your client. Freedom Access the power of DV 360 in the native interface of DV 360. Native interface
- 21. A 200+ team collect digital intelligence of a customer buying journey and turn it into actionable insights to help you optimize marketing spend and improve customer satisfaction. ● Google Analytics and Firebase Consulting ● Programmatic Campaign Management ● Partnership with Agencies for Self Serve DV 360 ● Cloud for Marketing Activation ● Conversion Rate Optimization ● Plugins for e-commerce companies North America MENA Region APAC Region
- 22. Bringing Analytics, Marketing, & Technology efficiencies together Tatvic is a leading Martech company with an on-ground capability in GMP+GCP Stack of Google that brings unified marketing capability to boost marketing efficiencies Marketing Technology Analytics
- 23. 23 Our Team - 200+ Strong Digital Analytics Consultants & Technical Specialists Programmatic Campaign Managers & Creative Designers Clouds Engineers & Data Scientists Google Workspace (G Suite) certified experts. App Script expets
- 24. BFSI ECOMMERCE TRAVEL / BOOKING NEWS PUBLISHERS LEAD GENERATION INTERNATIONAL CONTENT PUBLISHERS
- 26. Validate the need - You have a need for DV 360 platform. - You have people in your team who can effectively use DV 360. 01 Policies and Legal Go through the policy document on fair usage as laid down by Google. (Example: Political campaigns are not permitted). 02 Payment Terms This is a prefilled account. You will have to pay in advance and then spend it on your campaigns. 03 26 Starting with DV 360 Self Serve
- 27. 27 DV 360 Self Serve Process You Tatvic Prepayment/ Refills Spend Alerts Activation Access Stops on Lack of Funds Spend Data Spend Data & Accounting System Advertiser level Access Partner level Access Digital Marketing Monthly Account Reconciliation 2 3 4 5 6 8 7 ` 9 1
- 28. ● Advertiser level access - Read and Write ● Set up Campaigns and Insert Order (IO) and Line Items (LI) and conversion tracking ● Upload and manage creatives ● Upload and manage 1st party, 3rd party audiences ● Generate and schedule reports and connect with dashboards ● Negotiate and Set up direct deals with publishers ● Upload and download SDFs on the UI for bulk edits You Get Access To: 28
- 29. ● Partner level access - Read and Write ● Access to Set up new advertisers ● Access to create new users ● Access to Sublet to smaller agencies ● Access to DT files ● Access to DBM APIs for programmatic read/write You Do Not Get: 29
- 30. ● Configured Campaign budget is always less than the Account Limit or Prepaid Amount ● Adherence to Google ad policies and avoid creative policy violations - political campaigns, gambling, religious sentiments, pornographics, etc ● Act responsibly based on the account budget spend alerts emailed to stakeholders ● Inform partner when new advertiser setup and new users onboarding is required ● Process payments in advance before restarting paused campaigns or enhancing budgets beyond account limits What we will both agree to: 30
- 32. Get your team trained by an expert campaign manager. Period: 2 days Training covers - Concepts of DV 360 - Practical Campaign Configuration - Reporting - Troubleshooting Training We will manage the entire campaign for you This will include: - Strategy - Planning - Creative Design - Monitoring - Optimization for performance - Reporting Managed Campaigns This is a hybrid model in which an expert campaign manager will be available for: - Technical assistance - Strategic Assistance - Any Specific services required on DV 360 Block of 25 hrs can be purchased. Supported Campaigns 32 Other Services
- 33. c 33 Hello! 7
- 34. 34 Thank You Partner’s Partner @ Tatvic: Email: rajesh@tatvic.com +91 7201-000401 Time zone: GMT + 5.30 HRS Rajesh Mehta
- 35. 35 The DV 360 Landscape
- 36. 36 Types of Deals 1.Preferred Deals are a Non-guaranteed deal type 2.Tag Guaranteed is a guaranteed deal type.(Open Auction) 3.Private Auction is a non-guaranteed deal type. In most cases, there's higher priority over the Open Auction, but you still have the option to skip impressions based on your Display & Video 360 targeting. Also note, Private Auction deals for general publisher categories are mostly pre-established. 4.Programmatic Guaranteed deals allows you to make deals on a one-to-one basis. Impressions are reserved and purchased on a fixed CPM. Additional benefits include the ability to manage frequency at the campaign level and integrating customer data to reach users and deliver more relevant ads.