SMADEX DATA-DRIVEN MARKETING

Jordi de los Pinos CEO jpinos@smadex.com

Demand Side Platforms and Real Time Bidding

SMADEX

DATA-DRIVEN MOBILE ADVERTISING

The Market

Evolution of the Mobile Advertising Value Chain

Advertisers & Agencies (Demand)

Publishers (Supply)

Evolution of the Mobile Advertising Value Chain

Advertisers & Agencies (Demand)

Publishers (Supply)

Ad Network

Evolution of the Mobile Advertising Value Chain

Advertisers & Agencies (Demand)

Publishers (Supply)

Ad Network

SSP

DSP

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Real Time Bidding

How does RTB work?

A Person Opens an App

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How does RTB work?

The APP requests an AD

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• From this phone • In this location • In this App

1,4$ CPM

1,1$ CPM

1,8$ CPM

0,9$ CPM

In < 100 msec, an AUCTION is

performed among several DSPs

The winner places the banner

in the ad space, and pays

second price: 1,41$ CPM

How does RTB work? 3

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RTB is about TRANSPARENCY

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RTB is about CONTROL

RTB is about DATA and ALGORITHMS

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RTB is about TARGETING

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RTB is about RETARGETING and LOOK ALIKE TARGETING

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The 4 keys to Digital Advertising

PRODUCT CREATIVE

MEDIA DATA &

MEASURES

RTB is about DELIVERING RESULTS

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>

• CPA objective: $2

• CPA achieved: $1.95

• CPA stabilizies after initial learning phase

• CPC changes dynamically

• CPM grows with time

• As algorithm optimizes the bidding, it doesn’t care about increasing eCPM or eCPC as long as CPA is maintained at its objective and volume is maximized

Campaign Example

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THE SMADEX DSP SUPPORTING TWO DIFFERENT CUSTOMER SEGMENTS

Branding

• Self-service platform • Automatic optimization • Proprietary machine learning algorithms • Customer Life Time Value optimization • Retargeting • Dynamic Creative Retargeting • 3rd party tracking options • Behavioural user profiles

• Connect brands with audiences • APIs/managed service model • Video, rich media, postitial and native

formats • Brand safety / white lists • 100% media and price transparency • Audience data (1st and 3rd party) • 3rd party ad serving

Mobile Ad Buying Platform with Proprietary Real Time Bidding Technology

Performance

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Meanwhile… at SMADEX

80 M

Requests Processed

10 M

Bids Placed

1 M

Ads Shown

… in the last 30 minutes

SMADEX DATA-DRIVEN MARKETING

Jordi de los Pinos CEO jpinos@smadex.com

SMADEX DATA-DRIVEN MOBILE ADVERTISING