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the evolution ofDisplayAdvertising
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Advertiser
AgencyPublisher
Advertiser / Agency buys directly from Publisher’s sales team
HOW DISPLAY BOUGHT & SOLD
DURATION BASE BUYING
PREMIUM PUBLISHERS
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
AgencyPublisher
How about long tile sites? How can advertiser access this giant inventory?
HOW DISPLAY BOUGHT & SOLD
DURATION BASE BUYING
& many more…
LONG TAIL PUBLISHERS
???PREMIUM PUBLISHERS
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
AgencyPublisher
Advertiser / Agency buys directly from Publisher’s sales team
HOW DISPLAY BOUGHT & SOLD
& many more…
Advertiser
AgencyPublisher
Ad Networ
k
Advertiser / Agency buys from Ad Network Buying
method: • CPM• CPC• CPV• CPA
LONG TAIL PUBLISHERS
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
AgencyPublisher
Ad Networ
k
Advertiser / Agency buys from Ad Network
AdExchange
Advertiser
AgencyPublisher
Advertiser / Agency buys directly from Publisher’s sales team
Note: Increasingly, Publishers & Ad Networks are using Real-Time Bidding (RTB) & Ad Exchanges• Sell premium inventory through private
exchanges• Augment their inventory to fill demand
HOW DISPLAY BOUGHT & SOLD
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
Publisher
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
PublisherAd
Network
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
AdExchange Publisher
Ad Networ
k
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Platform that enable media & audience buying in real time on ad exchange
Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
Demand Side
PlatformAd
Exchange PublisherAd
Network
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Platform that enable media & audience buying in real time on ad exchange
Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies
Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
Demand Side
PlatformAd
Exchange PublisherAd
Network
Supply Side
Platform
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Platform that enable media & audience buying in real time on ad exchange
Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies
Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
Agency Trading Desk
Demand Side
PlatformAd
Exchange PublisherAd
Network
Supply Side
Platform
A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Platform that enable media & audience buying in real time on ad exchange
Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies
Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
Agency Trading Desk
Demand Side
PlatformAd
Exchange PublisherAd
Network
Supply Side
Platform
Ad Serve
r
Cross publisher ad serving with centralized creative management, campaign management & reporting
A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Platform that enable media & audience buying in real time on ad exchange
Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies
Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges
Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
Agency Trading Desk
Demand Side
PlatformAd
Exchange PublisherAd
Network
Ad Server
Supply Side
Platform
Ad Serve
r
Cross publisher ad serving with centralized creative management, campaign management & reporting
A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Platform that enable media & audience buying in real time on ad exchange
Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies
Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges
Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data
Agency Trading Desk
Demand Side
PlatformAd
Exchange PublisherAd
Network
Ad Server
Supply Side
Platform
3rd Data Provider
Ad Serve
r
Cross publisher ad serving with centralized creative management, campaign management & reporting
A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation
Platform that enable media & audience buying in real time on ad exchange
Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies
Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges
Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting
Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option
Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume
Audience management consolidates audience data from various sources to help advertisers manage their audience communications & marketing program more efficiently
Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data
Agency Trading Desk
Demand Side
PlatformAd
Exchange PublisherAd
Network
Ad Server
Supply Side
Platform
Data Management Platform 3rd Data Provider
Ad Serve
r
Cross publisher ad serving with centralized creative management, campaign management & reporting
A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media
HOW DISPLAY BOUGHT & SOLDThe Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
DSP BENEFIT
Drive conversions by reaching high intent audiences in real time at scale across the web
• Retargeting (1st party data)
• Prospecting Look-alike models 3rd party data Category, site
Audience Targeting
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DSP BENEFIT
Drive conversions by reaching high intent audiences in real time at scale across the web
• Retargeting (1st party data)
• Prospecting Look-alike models 3rd party data Category, site
• Efficient audience buying in real time
• Optimized to advertiser’s objective
Audience Targeting Real Time Bidding (RTB)
Intelligence asset and property © AdPlus 2015 all right reserved
DSP BENEFIT
Drive conversions by reaching high intent audiences in real time at scale across the web
• Retargeting (1st party data)
• Prospecting Look-alike models 3rd party data Category, site
• Efficient audience buying in real time
• Optimized to advertiser’s objective
Across top ad exchanges• Appnexus• Facebook Exchange• Pubmatic• OpenX• Rubicon• Microsoft Advertising
Exchange• Doubleclick
Audience Targeting Real Time Bidding (RTB) Across the Web
Intelligence asset and property © AdPlus 2015 all right reserved
• Allows display inventory to be purchased at the individual impression level
• Bidding happens in milliseconds before the ad & webpage is viewed by the user
Real Time Bidding (RTB)
DISPLAY ADVERTISING KEY TERMS
Intelligence asset and property © AdPlus 2015 all right reserved
• Allows display inventory to be purchased at the individual impression level
• Bidding happens in milliseconds before the ad & webpage is viewed by the user
• Marketplace where ad inventory is bought & sold in an auction environment
• Publisher inventory is auctioned to advertisers through Real-Time Bidding
• Publishers maximize the price for their inventory & advertiser’s purchase individual impressions at a fair value
Real Time Bidding (RTB) Ad Exchange
DISPLAY ADVERTISING KEY TERMS
Intelligence asset and property © AdPlus 2015 all right reserved
• Allows display inventory to be purchased at the individual impression level
• Bidding happens in milliseconds before the ad & webpage is viewed by the user
• Marketplace where ad inventory is bought & sold in an auction environment
• Publisher inventory is auctioned to advertisers through Real-Time Bidding
• Publishers maximize the price for their inventory & advertiser’s purchase individual impressions at a fair value
• Demand-Side Platform (DSPs) enable an advertiser to access ad exchanges
• Evaluates & bids each individual impression through RTB based on what is known about the user
Real Time Bidding (RTB) Ad Exchange Demand-Side Platform (DSP)
DISPLAY ADVERTISING KEY TERMS
Intelligence asset and property © AdPlus 2015 all right reserved
• Real-Time Bidding (RTB) & Audience buying• Centralized campaign management• Global controls• Unified campaign tracking & reporting• Optimization to meet the advertiser’s objective
Demand-Side Platform (DSP) Features
HOW IT WORKS
Intelligence asset and property © AdPlus 2015 all right reserved
• Real-Time Bidding (RTB) & Audience buying• Centralized campaign management• Global controls• Unified campaign tracking & reporting• Optimization to meet the advertiser’s objective
• Publisher makes their ad inventory available in the ad exchange
• The ad exchange holds an auction for each impression
• A bid request is sent to each DSP, who will place a bid on behalf of the advertisers
• DSP evaluates each impression & determines bid amount based on its value to advertiser
• Winning bid is chosen & ad is shown on the publisher site
• Process takes milliseconds
Demand-Side Platform (DSP) Features Real-Time Bidding (RTB) Process
HOW IT WORKS
Intelligence asset and property © AdPlus 2015 all right reserved
CAMPAIGNPERFORMANCE
MARKETING FUNNELHow to use Demand-Side Platform to meet your
marketing objectives across the marketing funnel
RetargetingMeet lower-funnel objectives• Retarget high-intent
audiences
• Direct Respond• Conversion• Acquisition• Download• Form Submission
Campaign Objective Action
Intelligence asset and property © AdPlus 2015 all right reserved
CAMPAIGNPERFORMANCE
MARKETING FUNNELHow to use Demand-Side Platform to meet your
marketing objectives across the marketing funnel
ProspectingMeet upper-funnel objectives• Category targeting• 3rd party behavioral data• Look-alike audience
RetargetingMeet lower-funnel objectives• Retarget high-intent
audiences
• Brand awareness• Positioning• Change Perception• Favorability• Engagement
• Direct Respond• Conversion• Acquisition• Download• Form Submission
Campaign Objective Action
Intelligence asset and property © AdPlus 2015 all right reserved
User visit a website
User leave a website
We tracked them
User surf different websites & see your ads
Drive them back to your site
How retargeting works
Intelligence asset and property © AdPlus 2015 all right reserved
RETARGETING SEGMENTS VERTICAL
• Abandoned Shopping Cart
• Product pages• Home page
• Dealer locator• Build a car• Test drive
request• Car loan• Vehicles pages• Home pages
• Booking process abandoners
• Search flight, hotel, car rental
• Vacation packages
• Home page
• Credit card/mortgage application abandoners
• Mortgage calculator
• Home page
• Form / info request
• Whitepaper / demo download
• Product pages• Home page
Retail Autos Travel Business & Finance Technology
Intelligence asset and property © AdPlus 2015 all right reserved
Top of mind Driving back to your website Converting to customer
Retargeting keep your business
Intelligence asset and property © AdPlus 2015 all right reservedIntelligence asset and property © AdPlus 2015 all right reserved
“Data Management Platform compiles audience data from various
sources & makes it actionable for cross channel marketing”
It can ingest disparate data sources including first, second & third party data & it’s where the data is normalized & standardized & audience
segments are created for syndication to external ad targeting & content delivery platforms
Intelligence asset and property © AdPlus 2015 all right reserved
Online sitebehavior
OfflineDatabases
(CRM, call center) PartnerData
3rd Party Data
ADVERTISERS CHALLENGE
Data is in silos & difficult to act upon
Data adjustment
Intelligence asset and property © AdPlus 2015 all right reserved
Audience Data Ingestion Identify & Segment Multi-Channel Delivery
THE POWER OF AUDIENCE TARGETING
1st Party Data• Online & offline
data• Site visitors / web
analytics• CRM
2nd Party Data• Partner data
3rd Party Data• Data partner
integrations
Display ad Website
Search Social
Video Mobile
• Identify & segment high-value audiences
• Syndicate to targeting platforms
• Look-alike modeling• One view of
marketing effectiveness
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
AgencyPublisher
Ad Networ
k
Advertiser / Agency buys from Ad Network
Advertiser
Agency
Agency Trading Desk
Demand Side
PlatformAd
Exchange PublisherAd
Network
Ad Server
Sell Side Platform
Ad Serve
rAdvertiser / Agency buys audiences from Ad Exchanges via Demand-Side Platform (DSP)
Advertiser
AgencyPublisher
Advertiser / Agency buys directly from Publisher’s sales team
Note: Increasingly, Publishers & Ad Networks are using Real-Time Bidding (RTB) & Ad Exchanges• Sell premium inventory through private
exchanges• Augment their inventory to fill demand
RECAP HOW DISPLAY BOUGHT & SOLD
Intelligence asset and property © AdPlus 2015 all right reserved
PROGRAMMATIC USP’s
Advertiser can access audiences from premium, long tail publishers & ad exchange
Providing creative production solution & services
Advertiser can manage their campaign across all ad inventory in one place
Dedicated team who is responsible for setting up, monitoring & optimizing campaign
Ensure your ads appear alongside the appropriate content Designed to work
on any platform
Cross-publisher, network & exchange
Creative solution & management
Centralized reporting for all
display campaigns Account
management
Brand safe delivery
Cross platform
Intelligence asset and property © AdPlus 2015 all right reserved
Where we locatedPT. AdPlus Digital Solusindo
Kemang Timur No.90, Jakarta 12730, Indonesia
P +6221 7181245F +6221 7181245www.adplus.co.id
Intelligence asset and property © AdPlus 2015 all right reserved
Intelligence asset and property © AdPlus 2015 all right reserved
Thank You!
Hermawan KusumaHead of Business Development