Aarhus | 2014PLATFORM161
General Manager Platform161 & 161MEDIA
MARC VERSCHOOR
Platform161 | www.platform161.com3
Platform161 | www.platform161.com4
A Postcard
Platform161 | www.platform161.com5
Not just change, fast change
Platform161 | www.platform161.comPlatform161 | www.platform161.com
Introduction1
Platform161 | www.platform161.com7
Who we are
Platform161 | www.platform161.com8
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
Platform161 | www.platform161.com9
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
Platform161 | www.platform161.com11
Operating in multiple countries
Platform161 | www.platform161.com12
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
Platform161 | www.platform161.com
Platform161 | www.platform161.com14
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
Platform161 | www.platform161.com15
RTB the basics
• Digital medium• Automated process• Second price auction• Huge volume of transactions• CPM-based• Overcapacity
Platform161 | www.platform161.com16
The auction
SSP
Cnn.com
Above the fold
468x60
23:40
DSP
Interest in carMaleSunday
One Impression
Platform161 | www.platform161.com17
The market in 2006
Advertiser
Agency
Network
Publisher
2007
Platform161 | www.platform161.com18
Current market
Publisher
Trading Desk/DSP
Advertiser
Agency
Data
Verification
SSP Network
Platform161 | www.platform161.com19
Online “Trading” in the past
Platform161 | www.platform161.com20
Present
SSP DSPAd Exchange
Real Time Bidding
Platform161 | www.platform161.com21
Important participants
DSP SSP
Platform161 | www.platform161.com22
Impact of technology
• Take decisions (CPC to CPM)• Anomaly Clicks (!) filtering• Efficient buying: frequency VS value• Data processing
Platform161 | www.platform161.com23
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
Platform161 | www.platform161.com
The Advertisers2
Platform161 | www.platform161.com
Platform161 | www.platform161.com25
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
Platform161 | www.platform161.com26
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.
Platform161 | www.platform161.com27
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
Platform161 | www.platform161.com28
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
Platform161 | www.platform161.com29
Anomaly clicks
HIGH VOLUMES OF UNUSUAL CLICK ACTIVITY
HIGH CTR AND ECPM
GUIDING CAMPAIGN TOWARDS FRAUDULENT INVENTORY
HIGH CPA
Platform161 | www.platform161.com30
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)
Platform161 | www.platform161.com31
Advertiser KPI’s
In general there are 3 digital possibilities:
- Branding
- Response (traffic)
- Response (conversions)
Platform161 | www.platform161.com32
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
Platform161 | www.platform161.com33
PERFORMANCE (TRAFFIC)
Cost Per Click
• Generating clicks -> CPC
• Preferably no targeting restrictions.
• The campaign will find target audience
• Campaign will deliver quality traffic (blacklisting)
Platform161 | www.platform161.com34
PERFORMANCE (CONVERSIONS)
Cost Per Action
• Generating conversion -> CPA
• Algorithm will find users most likely to convert.
• Conversion attribution
• Retargeting
• Call to action
• Landing page
Platform161 | www.platform161.com35
Retargeting
• Find a user that has visited your website
• Optimized frequency cap
• Dynamic retargeting
• Engagement based pricing
Platform161 | www.platform161.com36
Deal ID
- Closed “Pre” auction
- Always CPM
- No optimization
- Site section targeting available
Platform161 | www.platform161.com37
Deal ID
SSP DSP
DEAL ID 123Telegraph HPSizeFloor price €5,-
Target 123Telegraph HPSizeBid Price
Open Auction
If no…
Offer
Platform161 | www.platform161.com38
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