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Data - влияние на медийную рекламу. Факторы успеха для RTB и повышения конверсий (Дирк Хенке / Criteo)
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THE IMPACT OF DATA INDISPLAY ADVERTISING
Dirk HENKEManaging Director Eastern Europe
2Copyright © 2013 Criteo. Confidential. 2Copyright © 2013 Criteo. Confidential.
IN THE YEAR 1960
3Copyright © 2013 Criteo. Confidential.
15 BillionRTB requests / per day
RTB-Based online display ad sales
Non RTB-Based
RTB IS ONLY ONE WAY TO BUY DISPLAY STILL A SMALL BASE
4Copyright © 2012.
Confidential
Source IDC (International Data Corporation) - 2011
2010 2011 2012 2013 2014 2015
2.94%8.31%
14.13%18.80% 22.41% 25.65%
USA
UK
DE
FR
5Copyright © 2013 Criteo. Confidential.
5%Estimated RTB share in displaybuying in Russia in 2013*
*Source: IAB Russia
PERSONALIZED ADS
IN REAL TIME
7Copyright © 2013 Criteo. Confidential.
7000Banners created / each second
OUR GOAL:MAKING DISPLAY PERFORM
8
THE RIGHT USER AT THE RIGHT TIMEWITH THE
RIGHT MESSAGE
OPTIMIZED FOR SALES. BILLED ONLY WHEN A USER CLICKS
BUY
BUY
9
DemographicsAge, gender, wealth
Social
BrowsingWebsites, time of day/week
EnvironmentLocation, weather
KeywordsGeneral intent, specific intent
Onsite behaviorProducts, shopping basket, check out, CRM
RUN.com
The shop online only for runners
RUN.com
The shop online only for runners
Criteo’s engine combines the most relevant data to address the right message
3.ENGAGETHE RIGHT PERSONALIZED MESSAGE
REAL TIME DATA ANALYSISFOR REAL-TIME DECISION MAKING
10Copyright © 2013 Criteo. Confidential.
Butons
all original #represent
SHOP NOW
ColoursBackgroundLayout
WARM MEETS LIGHT
SWEET NOTHING
ADDIDAS IS ALL IN
ALL ORIGINALS #REPRESENT
Slogans
JOIN NOW
SEE MORE
CLICK HERE
Call to actions
Opt-out link
SEE MORE
JOIN NOW
SEE MORE
CLICK HERE
SHOP NOW
SHOP NOW
JOIN NOW JOI N NOW
Copyright © 2013 Criteo. Confidential
PERSONALIZEDADS
11
MATCHES SEARCHERS’ INTENT
WITH PERSONALIZED BANNERS
AT THE PRODUCT LEVEL. X6CTR vs RON
REAL TIME PROCESSING OF
« BIG » DATA
PROCESSING HUGE AMOUNTS OF DATAEVERY DAY
13Copyright © 2013 Criteo. Confidential.
SOME « BIG » NUMBERS AT CRITEO
CRITEO STATISTICS
BENCHMARK STATISTICS
EVERY SECOND OF THE
DAY
500KHTTP requests /
sec. (peak)
http://
170K requests /
sec. on RTB
12700 pictures /
sec.
7000 banners / sec.
€
783 app downloads /
sec. on iStore
11 K facebook
posts / sec.
1666 tweets /
sec.
33 K searches /
sec.
SOURCE : HTTP://NEWS.INV ESTORS.COM
• 5 TB more data / day
= 5124 Go
• More than 2 Petaoctets
(2000 Teraoctets) of
Storage Big Data
• Time for a RTB request
processing : less than
10 milliseconds
AROUND 2000 SERVERS
7 DATACENTERS ON 4
CONTINENTS
500 000 HITS PER SECOND
TRANSIT : > 15 GBIT/S
7000 BANNERS CREATED
EACH SECOND
HADOOP CLUSTER :
2 PETABYTES INCLUDING
160 NODES
MORE THAN
170 000 PEAK RTB
14
CRITEO BACKSTAGEA TECH COMPANY
ENGINEALGORITHM PREDICTION & RECOMMENDATIONS
AUTOMATIC BUYING
ADVERTISERS & PUBLISHERSALGORITHM TRANSPOSITION / BANNERS
ADVERTISERS & PUBLISHERS PLATFORMS
NEW PRODUCTSCO-MARKETING / CRITEO KEYWORDS / UPPER FUNNEL
AND MORE TO COME…
INFRASTRUCTURE & SCALABILITY24/7 SERVICE / HADOOP TECHNOLOGY / HPC…
7 DATACENTERS
SALES & BIZ DEVACCOUNT STRATEGISTS / SALES
MEDIA BUYERS
BUSINESS INTELLIGENCEADVERTISER ANALYSIS AND OPTIMIZATION
REPORTING TOOLS AND METRICS
INTEGRATION & SUPPORTPROJECT MANAGEMENT AND COORDINATE
MAJOR CLIENT INTEGRATIONS
Copyright © 2013 Criteo. Confidential.
QUESTIONS ?