Chicago  |  November  12–16  

PPC  Beyond  Search  Cu#ng  through  the  noise  of  RTB  

Dax  Hamman  Chango  CRO  

Chicago  |  November  12–16,  2012  |  #SESCHI  

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

RTB DSP+DMP (=PMP)

Programmatic FBX VT%

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

Shh… “1+1=3”

isn’t real!

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

First  quesDons  from  search  marketers  

Speaker  Logo  Here  

Chicago  |  November  12–16,  2012  |  #SESCHI  

First  quesDons  from  search  marketers  

Speaker  Logo  Here  

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman / @chango

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

Audience  buying  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

= SEM? @daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

Media (where) Data (who)

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

Chicago  |  November  12–16,  2012  |  #SESCHI  

When is an ad network, not an ad network?

Chicago  |  November  12–16,  2012  |  #SESCHI  

When is an ad network, not an ad network?

When it’s an ad network!

Chicago  |  November  12–16,  2012  |  #SESCHI  

Chicago  |  November  12–16,  2012  |  #SESCHI  

Chicago  |  November  12–16,  2012  |  #SESCHI  

≠    Social  

Chicago  |  November  12–16,  2012  |  #SESCHI  

Media L1: Direct from exchange L2: ‘DSP’ L3: More ‘DSPs’ L4: Full-service solution

Data L1: 1st party L2: More 1st party! L3: 3rd party L4: Full-service solution

Chicago  |  November  12–16,  2012  |  #SESCHI  

retargeting ≠ retargeting

Chicago  |  November  12–16,  2012  |  #SESCHI  

What  do  I  buy?  

Speaker  Logo  Here  

Chicago  |  November  12–16,  2012  |  #SESCHI  

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

Customize to location Customize to product

Customize with actual search term used

Use form fields

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

The PSA report

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

SEM

Display

Order ID

Order ID

1. T

rack

2.

Mea

sure

SEM = $4,000 Display = $5,000 SEM and display = $1,000 Overlap = $1k / $10k = 10%

@daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

In  2009  your  liver  had  to  be  strong,  and  your  contacts  broad    In  2010  you  realized  you  weren’t  as  ‘media  smart’  as  you  thought    In  2011  we  all  needed  to  take  a  deep  breath!    In  2012  you  needed  to  figure  out  DSPs  (oh,  and  DMPs)    In  2013  you  must  understand  the  impact  of  ‘ProgrammaUc’    In  2014  there  will  be  a  lot  Udying  up  to  do  (and  consolidaUon)    In  2015  your  colleagues  will  be  very  different  

Chicago  |  November  12–16,  2012  |  #SESCHI  

80  /  20  @daxhamman

Chicago  |  November  12–16,  2012  |  #SESCHI  

“Thank  you!”  

Find us:

Chango / @chango

Daxthink.com

Dax Hamman / @daxhamman

View-Through Attribution Exposed: What last click isn’t telling you

Chango.com/resources