+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems
Slide 4
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems Strategy Oriented Execution Oriented Supportive
Intelligence
Slide 5
+ Creative Optimization Put the right message in front of the
right customer Generate custom-tailored ad creative according to
user data
Slide 6
+ Creative Optimization User Geo- locatio n User Purchase
History
Slide 7
+ Verification / Privacy Traffic quality solution provider
Serve Agencies Verification: Verified Placement = Campaign Health
Optimization: Advanced Analytics = Increased ROI Serve Ad Networks
Verification: Ad Visibility = Campaign Assurance Optimization:
Advertiser Data = Loyal Clients Real-time Traffic scoring
Slide 8
+ Verification / Privacy Inappropriate Content Geo-Targeting
Competitive Separation Ad Placement Fraud Detection OBA (Online
Behavioral Advertising) Compliance.
Slide 9
+ Measurement and Analytics Data Traffic source; Visitor type;
In page analytics Understand Customers complete conversion cycle
Provide insights on Allocation of marketing spending
Slide 10
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems Strategy Oriented Execution Oriented Supportive
Intelligence
Slide 11
+ Agency + Agency Trading Desk Agency Marketing and advertising
strategy 4 Major Agencies control the majority (80%+) ad spend
Agency Trading Desk Agencies consolidated their real time buying
efforts into trading desks Work with multiple DSPs
Slide 12
+ Ad Server Execution Oriented Agency Also work with
publishers
Slide 13
+ Retargeting How and Why? Converts window shoppers into buyers
Why? More than 95% of website visitors leave before making a
transaction. Retargeted customers are 70% more likely to complete a
sale.
Slide 14
+ Retargeting Successful Factors This is how it starts to put
everything together (1) Identifying Interested Visitors and Visitor
Interest
Slide 15
+ Retargeting
Slide 16
+ Retargeting Successful Factors (2) Crafting Engaging Creative
Creative Optimization (3) Delivering Retargeting at Scale Ad
Network RTB on Ad Exchange Criteo, first to use RTB (Google
Doubleclick) in 2010 (4) Recency and Frequency DVD, travel Vs.
Luxury goods Lexus is250 Vs. Multiple searches within category
Every time we have moved a publisher from non-RTB to RTB we have
increased spend by 3-5 times
Slide 17
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems
Slide 18
+ Agency Agency Trading Desk DSP Exchange Horizontal
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems
Slide 19
+ Supply Side Platform (SSP) Enabling publishers to manage
their ad impression inventory and maximize revenue from digital
media Automate and optimize the selling of publishers online media
space.
Slide 20
+ Publisher Tools Provide various technology-based tools for
publishers to maximize their revenue. e.g Yieldex: tracks every
impression on a publisher's site provide a reliable picture of ad
inventory on a daily basis.
Slide 21
+ Ad operations + Ad servers To sell, input, serve, target and
report on the performance of online ads.
Slide 22
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems
Slide 23
+ Ad networks I Horizontal Extensive and generic inventory
Offer a massive reach for advertisers and pulishers e.g AOL
advertising Vertical Target a relevant and specific demographic
Connect advertisers and publishers that share the same interests or
belong to the same industry. e.g Glam: A blog network featuring
fashion, celebrity fashion, and style tips.
Slide 24
+ Ad networks II Targeted / AMPs Audience management platform
Focus on online audience segmentation for publishers e.g
AudienceScience
Slide 25
+ Ad networks III Performance-based The hard-to-reach parts of
the web, Similar ROI as search. Publishers paid by CPC, CPA e.g
AdKnowledge
Slide 26
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems
Slide 27
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems
Slide 28
+ DSPs (1) Provides the technology, strategy, services and
insights to trade effectively across advertising exchanges and
supply sources on behalf of agencies.
Slide 29
+ DSPs (2) DSPs undertake the main trading functionality Many
agencies and data provider assist its strategy making process
Slide 30
+ Media Planning and Attribution Media Agency Media planning
Entails finding the most appropriate media platforms for a client's
brand or product Attribution: a media planning tool Determine how
credit is assigned for an action or "conversion.
Slide 31
+ DMPs and Data Aggregators Data aggregators for the most part
are focused on buying data from publishers and data sources so that
they can then package that up to advertisers Bluekai & Exelate
lead the intent data creation helping advertisers to target on new
variables like auto intent to buy
Slide 32
+ Data Supplier Third-party information provider Provide
information including: consumer and business credit reporting Tool:
analytics, information technology, data aggregation, data
integration, and consulting solutionsinformation technologydata
aggregation
Slide 33
+ Exchange Exchange: a real-time marketplace Main players: ad
networks, agency holding companies, and emerging third-party
technology providers Function: maximize ROI across millions of
sites.
Slide 34
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems
Slide 35
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems Industry Dynamics - What is changing?
Slide 36
+ Industry Dynamics Mobile sector rising rapidly Five trends to
watch Continued importance of SMS Experimentation with rich media
Mobile sites vs. Mobile apps Interest in Geo-Location The Growth of
Mobile Video Impacts on landscape Richer media resources Different
user data profile New dimensions to optimize
Slide 37
+ Industry Dynamics Social Media Era Social-retargeting Twitter
feeds, Facebook, and other social marketing vehicles. Identify,
reach and retarget to the top social influencers.
Slide 38
+ Industry Dynamics Consolidation Microsoft Yahoo! Google Where
does Google AdWords Platform fit in? One incredible simulation of
the practically inundating world of advertising is the Google
AdWords platform, which is almost a perfect display of competitive
advertising, or at least how competitive advertising should work.
Why is Google doing this?
Slide 39
+ Industry Dynamics
Slide 40
+
Slide 41
+ Pros Better user experience Comprehensive solution Higher
transparency Better serving the 98% of advertisers and catch the
80% of revenue! Big Internet retailers, Fortune 500's Other
advertisers 2% 98% $ $ $ $ 20% 80%
Slide 42
+ Thank you! Q&A
Slide 43
+ Agency Agency Trading Desk DSP Exchange Ad Network
Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and
Data Aggregat ors Data Suppliers Measure ment and Analytics Tag
Mgmt Verificati on/Privac y Ad Servers Retargeting Creative
Optimizat ion Media Planning and Attribution Sharing Data/So cial
Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt
Sytems