RTB - 8. april - Marcus Kloots, Platform161

Aarhus | 2014PLATFORM161

General Manager Platform161 & 161MEDIA

MARC VERSCHOOR

Platform161 | www.platform161.com3


A Postcard


Not just change, fast change

Platform161 | www.platform161.comPlatform161 | www.platform161.com

Introduction1


Who we are


History Platform161 and 161MEDIA

Start ClickDistrict as premium response network by Marco KlootsInvestment by eValue (Thomas Falk)Successful opening of first international office in DüsseldorfLaunch of the European DSP-Technology Platform 161

Opening office in Spain Opening office in Sweden and RussiaRebranding in 161MEDIA

2007

2008

2009

2010

2011

2012

2013


Our company name is based on = 1,61 - the ideal ratio in nature, science and 𝜑art

10

We have offices in over6 countries

We employ nearly80 people


Operating in multiple countries


Platform161

o Platform161 is the first Pan-European independently built technology for digital advertisers.

o Custom developed self learning algorithm o Platform161 has a centralized bidding system to bid on Display,

Mobile, Video en Social Mediao Platform161 of all possibilities in banner sizes.o Focus on data visualization and intuitive User Interfaceo Strong learning because of data storage and processing

Platform161 | www.platform161.com

AutomatedTrading2



The difference between off- and online (with automated trading)

• No more bulk buying• Buy every impression/view deliberately• Spend every euro effectively• Create concrete KPI’s• Result are easily measured• Target audiences can be tested• Campaigns can easily be adjusted during running period


RTB the basics

• Digital medium• Automated process• Second price auction• Huge volume of transactions• CPM-based• Overcapacity


The auction

SSP

Cnn.com

Above the fold

468x60

23:40

DSP

Interest in carMaleSunday

One Impression


The market in 2006

Advertiser

Agency

Network

Publisher

2007


Current market

Publisher

Trading Desk/DSP

Advertiser

Agency

Data

Verification

SSP Network


Online “Trading” in the past


Present

SSP DSPAd Exchange

Real Time Bidding


Important participants

DSP SSP


Impact of technology

• Take decisions (CPC to CPM)• Anomaly Clicks (!) filtering• Efficient buying: frequency VS value• Data processing


Optimization

• In an open market the quality of Optimization is KEY.

• We process more data faster than any other out-of-the-box technology around.

• We have an optimization engine that learns how and where your users interact with your inventory

• Industry leading optimization and build loop

• Easily introduce more variables to the prediction model

• Algorithm designed to increase performance and eliminate waste


The Advertisers2



310 Mio.

> 100k €

Less important

Important DSP Optimizations feature

CPM

500 Mio. w/ 28 countries

10 – 50k €

Very important

For Optimization not allowed

CPM/ CPC / CPA

Inhabitants

Average test budget

Data privacy issues

IP - Address

Price calculation models

Share Inventory SSP vs. Managed Inventory of Publisher 90 % / 10% 30 % / 70% (Water fall)

Difference US and European market


Key Differentiators Platform 161 vs. out of the box DSP’s

• Technology | Best of breed technology results in 50% outperformance of leading US DSP’s

• Dedicated bidder | Platform 161 is the only DSP provider in the world who offers a dedicated RTB bidder. All leading US DSP providers only offer shared bidder services.

• Data ownership | Platform 161 offers 100% data ownership for a client. All leading US DSP providers only offer shared data ownership.

• Custom solution | Platform 161 only offers a custom install. We don’t believe in ‘one size fits all’.

• Custom development | Platform 161 has in-house developers who can develop to specific needs of our clients.

• Cookie space | Platform 161 enables clients to serve ads from their existing cookie domain. This means no data stored in cookies will be lost.


Audiences

• To create the right profile of your targeting audience and to find the right users online is KEY

• We have a built in audience builder saving the cost of behavioral tools.

• Audiences can be built on a wide variety of data points

• External data can be added seamlessly


Audiences

• For us every impression, conversion, click and pixel call is a data point for building Audiences

• We can build Audiences within the system combining all data an advertiser collects

• These Audiences are unique and cannot be created outside the Platform

• We can create combinations of third party data with our own data

• The audiences are built from the same cookie base as ad-serving, turning any reporting result into an audience

• The audience builder works with a very intuitive drag and drop feature


Anomaly clicks

HIGH VOLUMES OF UNUSUAL CLICK ACTIVITY

HIGH CTR AND ECPM

GUIDING CAMPAIGN TOWARDS FRAUDULENT INVENTORY

HIGH CPA


Marketer Challenges

How do I coordinate my messaging?Multiple media channels

How do I maximize ROI? Custom KPIs

How do I protect my brand? Billions of ad impressions

Who are my target audiences?Big data (individual buying vs bulk buying)


Advertiser KPI’s

In general there are 3 digital possibilities:

- Branding

- Response (traffic)

- Response (conversions)


BRANDING

Cost Per Mille

CPM options:

- CPM RON- CPM Audience (1st party data, 3rd party data)- CPM Channels

On all campaigns added functionality:- CTR optimization- CVR optimization


PERFORMANCE (TRAFFIC)

Cost Per Click

• Generating clicks -> CPC

• Preferably no targeting restrictions.

• The campaign will find target audience

• Campaign will deliver quality traffic (blacklisting)


PERFORMANCE (CONVERSIONS)

Cost Per Action

• Generating conversion -> CPA

• Algorithm will find users most likely to convert.

• Conversion attribution

• Retargeting

• Call to action

• Landing page


Retargeting

• Find a user that has visited your website

• Optimized frequency cap

• Dynamic retargeting

• Engagement based pricing


Deal ID

- Closed “Pre” auction

- Always CPM

- No optimization

- Site section targeting available


Deal ID

SSP DSP

DEAL ID 123Telegraph HPSizeFloor price €5,-

Target 123Telegraph HPSizeBid Price

Open Auction

If no…

Offer


Clients: Advertiser and trading desks

• Self- or Half Service DSP for Display, Mobile, Video and Social

• Connected to all relevant SSPs

• Direct booking CPM/CPC/CPX

• Optimization not only on SSP-Inventory, but also on Managed Inventory

• Transparent Model (no black box)

Clients: Advertiser

• Full Managed Online Media offering Audience and Performance Services (Display, Mobile, Video, CPX, Email)

• Audience builder with more than 1.800 target groups

• All invoicing types (CPM, CPC, CPX)

• Arbitrage business

Other than our major competition: Platform161 is a leading European DSP servicing both Advertiser and Publisher portfolio is much broader

Clients: Publisher/SSPs

• Optimization Platform

• Increasing eCPM for the Publisher

• Monetarization of their own 1st party data

• Reach extension possibilities

• Different pricing models

QUESTIONS ?

PLATFORM161JACOB OBRECHTPLEIN 1B1071 KS AMSTERDAM

WWW.PLATFORM161.COM

Marketing

RTB - 8. april - Marcus Kloots, Platform161