OUR EXPERIENCE WITH ADOBE AUDIENCE MANAGER

THE MARKET

80+

WEB SITES75%

reach

Programmatic Obstacles – Czech Market 2012

• Quality inventory• Data• Education

The Issue with Retargeting

• Great performance

• No new visitors

• Small reach

Approx. 80 % of the RTB spend on the Czech market comes from retargeting. (CPEx estimation.)

Adience Data on the Czech Market

Before CPEx Audience, there was no data for audience targeting widely available in the open RTB ecosystem.

DMP Criteria

• Flexibility and control

• Support

• Pricing model

• Integration

• Look alike modelling

IMPLEMENTATION

Code Deployment<script src="//assets.adobedtm.com/4beaca54604aa1db7a7d9296a08d83bee398e7fd/satelliteLib-d510f92ab8572ae6ef088c26133f8079a7f09323.js"></script>

<script type="text/javascript">_satellite.pageBottom();</script>

The deployment was extremely easy thanks to the Adobe Dynamic Tag Manager.

Traits and Segments

Adobe Audience Manager offers great flexibility for building the segments.

API

The API enabled us to automate the process of building very complex segment definitions.

Integration

pixel server to server

cookie

The AAM does not have as many S2S integrations as some competitors do, but offers easy to use tools to export the segments. The implementation however was slower and more painful than we expected as it required involvement of many different parties (the publishers in CPEx use 4 different ad servers…)

RESULTS

Foto Diogo Martins

Tailor-made Audiences

Real Estates – eCPM

0%

20%

40%

60%

80%

100%

1. Google AdX

CPL

2. Non-Google

CPL

3. Geo + vybrané weby

CPM

4. CPEx umístění

CPM

5. CPEx Audience

CPM

6. CPEx retargeting

CPM

Real Estates – CPL

0%

20%

40%

60%

80%

100%

1. Google AdX

CPL

2. Non-Google

CPL

3. Geo + vybrané weby

CPM

4. CPEx umístění

CPM

5. CPEx Audience

CPM

6. CPEx retargeting

CPM

Even thought the CPM we asked was 20x times higher than the cheapest inventory sources, thanks to precise targeting, the CPL was on roughly the same level.

Conversion Rate – Travel

0%

0.1%

0.2%

0.3%

0.4%

Email.cz placement

+ behavioral

Travel – contextual

Super.czbeahvioral

CPEx Audience

3rd Party Publisher Data Use Cases

• Private marketplaces

• Ad server integration

• DSP integration

• Silent personalisation

• Retargeting pixel integration

• Custom Integrations

The Results: Revenue from PMP Deals

Learnings

• Integration slower than expected

• Flexibility in segmentation is the key

• The performance is there

• Look alike modelling works

• Easy to sell, difficult to get volume

Future Outlook

• Increase coverage

• Inject registration data + more meta data

• Get panel data for models

• Custom integrations / resellers

Czech Publisher Exchange

http://en.cpex.cz

Matěj Novák

matej at cpex.cz

http://linkedin.com/in/matejnovak