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Display Advertising Landscape MS &E 239 Computational Advertising. Yanying Li, Yenan Chen, Ying Chang. Exchange. Ad Network. DSP. Agency. Agency Trading Desk. Sharing Data/Social Tools. SSP. Vertical/Custom. Publisher Tools. Creative Optimization. Media Planning and Attribution. - PowerPoint PPT Presentation
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Display Advertising LandscapeMS&E 239 Computational Advertising
Yanying Li, Yenan Chen, Ying Chang
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
Strategy Oriented
Execution Oriented Supportive Intelligence
+Creative Optimization
Put the right message in front of the right customer
Generate custom-tailored ad creative according to user data
+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
+Verification / Privacy
Inappropriate Content
Geo-Targeting
Competitive Separation
Ad Placement
Fraud Detection
OBA (Online Behavioral Advertising) Compliance
+Measurement and Analytics
Data Traffic source; Visitor type; In page analytics…
Understand Customers’ complete conversion cycle
Provide insights on Allocation of marketing spending
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
Strategy Oriented
Execution Oriented Supportive Intelligence
+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
+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.
+Retargeting – Successful Factors
This is how it starts to put everything together
(1) Identifying Interested Visitors and Visitor Interest
+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”
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
+
Agency
Agency
Trading Desk
DSP Exchange
Horizontal
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
+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.
+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.
+Ad operations + Ad servers
To sell, input, serve, target and report on the performance of online ads.
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
+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.
+Ad networks II
Targeted / AMPs Audience management
platform Focus on online audience
segmentation for publishers
e.g AudienceScience
+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
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
+DSPs (1)
Provides the technology, strategy, services and insights to trade effectively across advertising exchanges and supply sources on behalf of agencies.
+DSPs (2)
DSPs undertake the main trading functionality
Many agencies and data provider assist its strategy making process
+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.“
+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’
+Data Supplier
Third-party information provider
Provide information including: consumer and business credit reporting
Tool: analytics, information technology, data aggregation, data
integration, and consulting solutions
+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.
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems
Industry Dynamics - What is changing?
+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
+Industry Dynamics
Social Media Era Social-retargeting
Twitter feeds, Facebook, and other social marketing vehicles.
Identify, reach and retarget to the top social influencers.
+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?
+Industry Dynamics
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%
+
Agency
Agency
Trading Desk
DSP Exchange
Ad Network
Vertical/Custom
Targeted Networks/ AMPs
Performance
Mobile
DMPs and Data
Aggregators
Data Supplier
s
Measurement and
Analytics
Tag Mgmt
Verification/
Privacy
Ad Servers
Retargeting
Creative Optimiza
tion
Media Planning
and Attributio
n
Sharing Data/Social Tools
SSP
Publisher Tools
Ad Servers
Ad Operations
Media Mgmt Sytems