Post on 12-May-2015
A4U
Marco Kloots, CEO 161MEDIA / Platform161
205.06.2013 KUNDE | THEMA
Topics
o Backgroundo Part 1 - De Marketo Part 2 – Programmatic Buying
305.06.2013 KUNDE | THEMA
Background
o MBA, Erasmus University, Rotterdam
o Reddion, Universal Media, Zenith Optimedia, Mediacom, KLM, Belcompany, Martinair
o Founder en CEO, ClickDistrict
o Netherlands, Germany, Spain, Nordics, Russia
o Custom DSP: Platform161
Part IThe Market
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The Market in 2005
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Advertiser
Agency
Network
Publisher
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Now
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Network
Publisher
Trading Desk/DSP
Advertiser
AgencyData
Verifi
catio
n
SSP
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A Summary
o Increased Complexiteito New technologyo Real Time Biddingo Data Nieuwe Business Modelleno DSP’s, SSP’so New Metricso Conversion attribution
PART 2 – Programmatic buying
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Programmatic BuyingReal Time Bidding
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Programmatic Buying
o Automated process proceso Digitaal mediumo Groot volume van transactionso CPM-basedo Overcapaciteit
o Second price auction
Real Time Bidding
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DSP SSP
The Players
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The auction
SS
P
Cnn.com
Above the fold
468x60
23:40
DS
P
Interest in carMaleSunday
One Impression
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What does technology do?
o Make decisionso Automate processeso Beslissingen nemen (CPC naar
CPM)o Buy Efficient
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Questions?