For Native mobile apps: What it is and Why it matters - Adrienne Gauldie

RTB FOR NATIVE MOBILE APPS: WHAT IT IS AND WHY IT MATTERS

Session Roadmap Who am I? Quick RTB Background What is RTB? Why does it matter?

Who am I?

Background in mobile marketing◦ Supplier side◦ Publisher side◦ Agency / DSP◦ Data

Mobile Advertising at Criteo

Adrienne Gauldie

A.Gauldie@criteo.com

07760 276331

State of RTB ‘More publishers are participating in programmatic trading, and certainly in private marketplaces, which in 2Q14 accounted for 27% of total programmatic ad spend. Programmatic rich media grew an astounding 559%, and now accounts for 10% of media traded across the continent.

Not surprisingly, programmatic mobile saw impressive gains from Q213 to Q214 with spending for smartphone inventory leaping by 894%, and tablets by 973%. Today, mobile and tablet account for 25.69% of total programmatic ad spend. It’s worth noting that ad spend targeting tablets (13.75%) exceeds that of smartphones (11.94%).’

Adform RTB trend report 2014 Q2Read more at http://www.iabuk.net/research/library/adform-rtb-trend-report-2014-q2#Dhr3W4PgSjuoIrJr.99

Basics

RTB – Desktop vs Mobile Tracking issue Cookies? UDID, Mac Address, Open UDID, IDFA

8Why does it matter?Make display perform

At the right timeTo the right userThe right ad

Optimized for sales

Tracking and Transparency◦ Transparency:

◦ Cost◦ Quality◦ Attribution of Value◦ Shady deals – where is your inventory coming from?

◦ Native apps = No cookies! ◦ RTB requires tracking and some standardisation◦ IDFA

Exchanges / SSPs Mopub – mostly in-app, acquired by Twitter

Nexage – moving more and more to in-app

Google AdEx

Rubicon – Desktop, moving to mobile

Smaato

Inneractive

DSPs…

Adfonic (Madison)

AdBrain

Amobee

AppNexus

Blu Trumpet

DataXu

Everyscreen Media

Fiksu

Go2mobi

GrowMobile

InviteMedia

iPinYou

LiquidM

MdotM

MediaMath

MetaResolver

Plethora Mobile

PocketMath

Splicky

StrikeAd

Tapad

TapHeaven

TapTica

Trademob

Turn

What can you do in theory? Retargeting Negative targeting Geo targeting Demographic and behavioural targeting Cross device audience extension

What is possible today?

Retargeting Test and see what works.

14

Product recommendation & prediction

2 core technologies :

CTR + Engagement increase

Prediction engineMost of the uplift/value probably comes from the prediction engine

Chose the right users / advertiser / publisher to display

Recommendation engine

Chose the right content to display

The Criteo In-App Retargeting Experience So far…All of our in app campaigns are post-click ROI positive including games

Gaming: CPCs start from $0.11-2% CTRROI: 2:1 to 4:1

Adrienne Gauldie

MOBILE ADVERTISING, CRITEO

07760 276331

A.GAULDIE@CRITEO.COM