adtech SF 2012 Media strategy DSPs RTBs and beyond by Emily Scott
Transcript of adtech SF 2012 Media strategy DSPs RTBs and beyond by Emily Scott
DSPs and Dynamic Creative
AdTech SF 2012
Emily Scott – Director, Marketing KAYAK
DSP + Dynamic Creative = AWESOME
Using a DSP (in our case MediaMath) with integrated dynamic creative technology we can:
Buy impressions in an efficient manner
Manage 1st and 3rd party data sources
Pass relevant information into our
creative
Have a unified view of conversions
across all display buys
When Ads Deliver Relevant Content – They Aren’t Annoying
So Much Data, What to Use?
• Various types of data and information can feed into an ad to make it more relevant and valuable to a potential customer:
• Behavioral• Contextual• Search query
• DSPs can help to streamline both 1st and 3rd Party data and seamlessly integrate it into campaigns
Creepy vs. Not Creepy?
• Just because you “can” doesn’t mean you “should”
• It is a fine line between being relevant, and freaking people out
• Try to be relevant and helpful, but not make customers feel like you are looking over their shoulder
X
Thank you!