¿Estás familiarizado con los términos DSP, marketing programático o Real Time Bidding (RTB)? Este mes de febrero en el Conversion Thursday en Barcelona nos visitó Jordi de los Pinos, CEO de Smadex, para dibujarnos una interesante charla sobre la evolución del panorama de las tecnologías de la publicidad móvil.

1. SMADEX
DATA-DRIVEN
MARKETING
Jordi de los Pinos
CEO
jpinos@smadex.com
Demand Side Platforms and
Real Time Bidding
SMADEX
DATA-DRIVEN
MOBILE ADVERTISING

3. The Market

4. Evolution of the Mobile Advertising
Value Chain
Advertisers & Agencies (Demand)
Publishers (Supply)

5. Evolution of the Mobile Advertising
Value Chain
Advertisers & Agencies (Demand)
Publishers (Supply)
Ad Network

6. Evolution of the Mobile Advertising
Value Chain
Advertisers & Agencies (Demand)
Publishers (Supply)
Ad Network
SSP
DSP

7. 7
Real Time Bidding

8. How does RTB work?
A Person Opens
an App
1

9. How does RTB work?
The APP
requests an AD
2
• From this phone
• In this location
• In this App

10. 1,4$ CPM
1,1$ CPM
1,8$ CPM
0,9$ CPM
In < 100 msec, an AUCTION is
performed among several DSPs
The winner places the banner
in the ad space, and pays
second price: 1,41$ CPM
How does RTB work?
3

11. 11
RTB is about TRANSPARENCY

12. 12
RTB is about CONTROL

13. RTB is about DATA and ALGORITHMS

14. 14
RTB is about TARGETING

15. 15
RTB is about
RETARGETING and LOOK ALIKE TARGETING

16. 16
The 4 keys to Digital Advertising
PRODUCT CREATIVE
MEDIA
DATA &
MEASURES

17. RTB is about DELIVERING RESULTS
17
>
• CPA objective: $2
• CPA achieved: $1.95
• CPA stabilizies after
initial learning phase
• CPC changes
dynamically
• CPM grows with time
• As algorithm optimizes
the bidding, it doesn’t
care about increasing
eCPM or eCPC as long
as CPA is maintained at
its objective and
volume is maximized
Campaign Example
>

18. THE SMADEX DSP
SUPPORTING TWO DIFFERENT CUSTOMER SEGMENTS
Branding
• Self-service platform
• Automatic optimization
• Proprietary machine learning algorithms
• Customer Life Time Value optimization
• Retargeting
• Dynamic Creative Retargeting
• 3rd party tracking options
• Behavioural user profiles
• Connect brands with audiences
• APIs/managed service model
• Video, rich media, postitial and native
formats
• Brand safety / white lists
• 100% media and price transparency
• Audience data (1st and 3rd party)
• 3rd party ad serving
Mobile Ad Buying Platform with Proprietary Real Time Bidding Technology
Performance
18

19. Meanwhile… at SMADEX
80 M
Requests
Processed
10 M
Bids
Placed
1 M
Ads
Shown
… in the last 30 minutes

20. SMADEX
DATA-DRIVEN
MARKETING
Jordi de los Pinos
CEO
jpinos@smadex.com
SMADEX
DATA-DRIVEN
MOBILE ADVERTISING