CPEx Audience – Adform PAB

CPEX AUDIENCE

100+

WEB SITES80%

reach

CPEX AUDIENCE BACKGROUND

Audience Targeting Options

• Different data sources• Wide reach• Great for both branding and

direct response

• Unavailable on our market just few months ago

3rd Party DataRetargeting

• High quality data• Low reach• Unsuitable for prospecting

• The driver of RTB on our market from the very beginning

Audience Targeting Works.

Source: ComScore

The Beginning

• Media coop makes a lot of sense.

• The technology is quite an expense.

• There is a huge opportunity in DR campaigns.

• Ongoing campaigns can be interesting even if the spend is not huge.

• Only a few campaigns will bring the ROI for us.

Expectations

• Launch expenses: tens of thousands €

• Ongoing costs: thousands € monthly

• Positive ROI: 10 campaigns with thousand € monthly spend

THE PRODUCT

DMP Adobe Audience Manager

Data from 100+ Web Sites, 80+ % Reach

Segmentation

√ Declared√ Inferred√ Modeled

Foto Nicolas Nova

Foto Diogo Martins

CPEx Approach:Tailor-made Audiences

Foto Andrew Magill

Woman 25–30sociodemography

Snowboarderinterests

In market for vacationpurchase intent

Looking for mortgage loanpurchase intent

Availability of Audiences

• Available on CPEx inventory• All DSPs• Sold by CPEx

• Price floor, no extra price for data

Deals

• Available for buys all over the internet

• Selected DSPs – Adform, eTarget

• CPM fee (€0.2 ~ 0.75)

DSP Integration

THE VALUE FOR ADVERTISERS

Goods for Toddlers

0.00

0.25

0.50

0.75

1.00

Goods for Toddlers

Adform – Seznam

Goods for Toddlers

Adform – Others

Brands

CPEx PMP

Goods for Toddlers

CPEx PMP

Placements

Broad (CPC)

Conversion RateeCPA

CPEx Audience

0.00

0.25

0.50

0.75

1.00

Direct premium– floating

Direct standard– floating

RTB – relevant content

Behavioral CPEx Audience

Impressions eCPM Conversions eCPA

0.00

0.25

0.50

0.75

1.00

CPEx Audience– LaL

CPEx Audience– PI cars

CPEx Audience– PI leasing

Impressions eCPM Conversions eCPA

THE RESULTS FOR CPEX

Most of the Value Comes from Deals.

26%

74%

Deals DSP Integration

Purchase Intent Brings Most Revenue in Deals.

32%

24% 7%

22%

15%

CustomInterestSociodemographyPurchase Intent – ServicesPurchase Intent – Goods

Interest Are Most Bought in Adform.

18%

8%

7%65%

1%

CustomInterestSociodemographyPurchase Intent – ServicesPurchase Intent – Goods

200ADVERTISERS

25AGENCIES

ALMOST

SINCE OCTOBER 2014

eCPMs

OpenMarket

Standarddeals

Audiencedeals

Audience Brings 20 % of CPEx Revenues

81%

19%

Audience Other Revenues

The Challenges• Multi device targeting

• Better look alike modelling

• Custom integrations

Lessons Learned

• Audience works for DR / performance

• Not always (loans, travel insurance)

• Look alike modelling works surprisingly well

• Less ongoing campaigns then expected

• Selling data through DSPs brings interesting revenues

Czech Publisher Exchange

www.cpex.cz

Matěj Novák

matej at cpex.cz

http://linkedin.com/in/matejnovak