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Audience based planning
7
Audience planning
What are we talking about?
• Performed a desired set of actions/behaviors
• User characteristics
• Purchases or researches product information
• Content
• Context
• Demographics
Profile Based
Planning
Audience Based
Planning
Loyalty
Awareness
Preference
Purchase
CustomerMost likely customer Sports fans
18-49 year olds
Small business content
What are we talking about?
Using digital data to create custom audiences and reach them across multiple websites with the most relevant message
Why is it happening now?
Data Availability Auction-based Buying
Models Dynamic Optimization
Technologies
• Proliferation of available data sources
• Publishers becoming data providers
• Decreasing cost of access to data
• Publishers bypassing ad networks and selling non-guaranteed inventory to ad exchanges
• Ad exchanges moving from blind / low quality inventory to transparent / higher quality
• Access to inventory at scale
• Demand-side platforms dynamically bidding for ad impressions available in exchanges
• Intelligent bid management for the most valuable users / content
• Global campaign reach, frequency and pacing controls
Apply data and technology to improve the value and performance of media
inventory
Opportunity
Advertiser
Agency
Publisher
Consumer
First we had Ad Exchanges
• An Ad Exchange is an auction for display advertising – it connects buyers and sellers electronically
• Sellers list ad impressions, buyers bid for each impression and the highest bidder wins – in order to bid, you need a “seat” on the exchange
• Ad Exchanges conduct an auction for every single ad impression – it’s a second price auction so the winner pays a tiny fraction more than the next highest bid
• Some exchanges support “RTB” (real-time bidding) which allows buyers to bid in real time within each auction
Ad Exchange
Publisher
Impression
Advertise
rBid
Advertiser
Advertiser Bid
Bid
Where do DSPs fit in?
DSP
Ad Exchange
Advertiser
Bid
Ad
Exchange
Ad
Ex
chan
ge
Data Provider
Publisher
Impression
• Publishers can only list a single impression on a single exchange, but the same consumer might be found across several publishers and therefore exchanges
• DSPs (Demand Side Platforms) give agencies/advertisers access to a single point of management for all Ad Exchanges
• DSPs support the integration of 3rd party data from Data Providers to power improved targeting capabilities
Let’s make it even more complicated…
DSP
Advertiser
Bid
Ad Ex
change
Ad
Exchan
ge
DMP
Data ProviderD
ata
Pro
vider
Data
Provider
SSP
Publisher Publisher
Pub
lish
er
• SSPs (Sell Side Platforms) allow
publishers to maximise yield from multiple
inventory sources
• DMPs (Data Management Platforms)
enable advertisers to manage both their
internal data and the acquisition of data
from 3rd party data providers
16
Advertiser
Agency
Trading Desk
DSP
Publisher
SSP
Consumer
AD EXCHANGES
DMP
Putting data into a framework…
Demand Generation $
INTEREST MODELED
DATA INTENDER
SEARCH RETARGETING
RETARGETING CUSTOMER AUDIENCE
DISCOVERY
Revenue Capture
Demonstrated Affinity
Inferred Affinity ! ≈
Q&A