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Programmatic advertising: how to join in on the fun

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What IS It?“encompasses an array of technologies That Automate the buying, placement and optimizations of media inventory”

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Acuity Ads - DSP Ad Taxi Networks (Digital First Media) AdClarity@Media Intelligence AdCurv - DSP AdKaora@Digital Fighters Adobe Marketing Cloud (Adobe) - DSP Adobe Media Optimizer Adsmobi - DSP Affiperf - DSP Airpush, Inc. Altitude Digital- Video Platform & SSP AndBeyond.MediaGlobal - Native BrideClick - Ad Network Captify – Retargetingchango

Coegi Datawrkz DSPmobi E-novate - DSP Econsultancy.com - Publisher eEffective - Publisher Emerse.com - Full-Service eyereturn Marketing Go2mobi - Mobile Advertising Infectious Media Intelligent Optimisations Interactive Advertising Bureau - Publisher IPinYou - DSP Knorex XPO - DSP MediaDesk - DSP MediaMath Mobile Network Group -

Publisher Moment@Mmobile- DSP Moremint OwnerIQ - DSP Pk4 Media RadiumOne ReactX - Cross Channel Experiences RTBiQ - DSP Sellbranch - DSP Sonobi - Audience Management Sparc Media StartMeApp - Mobile DSP Think Digital Trust Metrics Varick Media Management Yoptima Zetanet - DSP

VENDORS

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DefinitionsProgrammatic advertising – an automated, technology-driven method of buying, selling, or fulfilling ad placements

Real time bidding – the buying and selling of digital ads through real-time auctions that happen in the time it takes a page to load

Programmatic direct - direct buys that use some level of automation

Ad Serving – Sending creative directly to placement

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PLAYERs – high level

Ad Exchange – Transparent real-time marketplace where large pools of inventory are bought and sold

Trading desk – Holding company-created division to execute audience buying strategies both direct and programmatic

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PLAYERs - Detailed

DSP SSP DMP

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DMP

WHAT THIS LOOKS LIKE IN SIMPLE FORMAUDIE

NCEDMP(The Data) Ad

Exchange

(Stock Market)

SSP(Publisher Managem

ent)

DSP(Advertiser Managem

ent)

Programmatic

(Automates Bidding)

PublishersAd

Networks

So how does it work?

Bite-Sized Chunks:Selecting planning

Optimizing Implementing

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Selecting your platform

Detail Budgets

tracking segmentation

Audience data specialization

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Individual Vendor Trading Desk

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Google Display Network // Double Click Bid Manager

Adsense marketplace

Manual biddingText adsImage adsVideo adsLow to medium budget1st party audiences

Premium marketplace, including guaranteed buysAlgorithm-based biddingRich Media AdsImage adsVideo adsMedium to high budget1st and 3rd party audiences

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What’s the minimum?

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How is performance tracked?

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Vendor (DSP & DMP)Weekly CPA

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Google Analytics

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What audience Data is used?

1st Party 3rd Party

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How can I segment?

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Account / Website

Content - evergreen, promo

Delivery - Geo targets, device

Creative - messaging

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How much detail do I need to control?

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Me

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what’s so special?

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what’s so special?

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Building your Strategic plan

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What is your objective?

Prospecting

Direct Response

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What assets do you have?

Interstitial ads/

Expanding ads/

VIDEO & Audio Ads/

Dynamic creative

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What is your ad sequence?

How does your message

Change by audience?

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What targeting choices must you make?

Contextual targeting Audience types Placement Categories Lookalike audiences Retargeting (1st or 3rd

party) Layering audience +

content targeting

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Implementation

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1. Place the Pixel.

1. Place the Pixel.

1. Create pixel map

2. Place pixel3. Verify

Tracking

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Conversion - Direct

Retargeting - General

Conversion – View Thru

Retargeting – Specific

source

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The build1.Build out Insertion Orders (campaign-ish)

2.Create Line Items (ad group-ish)

3.Expand into additional targeting types through more IOs

and line items

1.Provide breakdown of objectives to

vendor2.Verify build

with vendor

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Add creative• Upload creative to ad server

• Use Dynamic content sheet if using dynamic ads• Create names to represent not just content but

IO, etc• Send tags to vendors if needed*

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Complaints from March 201561.4% Placement

transparency40.5% Inventory forecasting34.0% First look impressions26.1% Amount of rich media

19.0% Share of Voice19.0% Audience targeting

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Last step:Optimizat

ion

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Optimizing

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Segmentation + Adjustments

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Bid Changes / Algorithm goalsStarting/flexible biD

Goal CPABudget settings

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Device / Dayparting / Geo Targeting

[snooze]

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Quality monitoring

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At least 50% of the ad is visible for at least 1 second and the ad is less than 242,500 pixels (970 x 250).

At least 30% of the ad is visible for at least 1 second and the ad is 242,500 pixels (970 x 250) or greater.

A video ad is considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.

VIEWABILITY

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Content

BLACKLIST // whitelist placements

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Exchange optimization

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Frequency capping

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Frequency capping

The total amount of times a converter/visitor needs to see an ad

The frequency range which brings in the lowest cost conversions/traffic

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Requisite Salesy Slide

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.Vendor Selection.Strategic plan

.Implementation.optimizing

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.Vendor Selection.Strategic plan

.Implementation.optimizing