ATS Paris, Weborama
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FROM DATA TO VALUETRADING PLACES
ALAIN LEVY – CEO WEBORAMAATS PARIS – OCTOBER 27, 2011
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AGENCIES
ADVERTISERS
THE NEW ECO-SYSTEM
PUBLISHERSAD SERVERS
TRADING DESKS
DSP SSP
AD SERVERS
DSP
DSP SSP
SSPReal TimeReal TimeBiddingBidding
AD EXCHANGES
DATA
ATS PARIS – OCTOBER 27, 2011
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THE MARKETER’S DREAM
« We can target not just demographic segments but individual households.
If a family has a newborn baby, we can make sure they get a Pampers commercial »
ATS PARIS – OCTOBER 27, 2011
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DATA IS
CENTRAL
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Cluster
Clusters
Combination of clusters
FROM DATA TO VALUE
PARTITION
CLUSTER
USER
Family of words
SEARCH + SURF
To users within a partition
AD IMPRESSIONS
ATS PARIS – OCTOBER 27, 2011
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BRIEF
PROPOSAL
STEP 1: Tag advertiser network, define behaviorSTEP 2: Identify best clusters STEP 3: Clones et Retargeting
Format: 250x300, SlideInTM
Clusters: Clusters Info, Auto intenders, enterprise, my finances, good deals
Network: Weborama
OUTCOME*
GOAL: Performance
TARGET: Qualified audience of UUs who visited the website and did not convert
*Source : Weborama
CTR: 0,15%-0,33%
CPA: 6 times inferior to client’s expectations
CASE STUDY
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BRIEF
PROPOSAL
Format: Rich Media (FloorAd, 300x250, 728x90)
Clusters: 30-44, high income, clusters Tourism, Info
Network: Weborama ad hoc
Volume: 12 million impressions
OUTCOME*
GOAL: Brand awareness, traffic
Cible: 30-44, high income, interest in Trips and Tourism
BRANDING2,9 millions UUs1 min 4 s average exposureRenewal of the campaign
*Source : Weborama powered by Adrime, Exposition calculée à partir de 50% de l’affichage du format durant 5 secondes.
CASE STUDY
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BRIEF
PROPOSAL
Performed Custom Profiling using Adperf tags
Build custom cluster:High income, 25 to 49 years oldInterested in computer & electronics (Internet access, computer & peripherals) and home & lifestyle (moving, furniture, energy & utilities)
OUTCOME*
Leverage 1st party data knowledge Identify core Numericable targetTransfer to AOD trading desk for targeting
Transfered Custom Profile to Audience On Demand platformGenerated 36% of conversions
*Source : Weborama powered by Adrime, Exposition calculée à partir de 50% de l’affichage du format durant 5 secondes.
CASE STUDY
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IT’S ALL ABOUT EXECUTION
Trading data
Inter connection Measurability: beyond the GRP ATAWAD Privacy
ATS PARIS – OCTOBER 27, 2011
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TRADING DATA
ATS PARIS – OCTOBER 27, 2011
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TRADING DATA
HUB FORUM – OCTOBER 7, 2011
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TRADING PORK BELLIES
Trading Unit
Frozen Pork Belly Futures: 40,000 pounds of frozenpork bellies cut and trimmed
Frozen Pork Bellies Options: One Frozen
Pork Belly Futures Contract: Chicago MEX
ATS PARIS – OCTOBER 27, 2011
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TRADING ORANGE JUICE
Trading Unit - 15,000 lbs. of orange solids (3% more or less).
Basis Grade - U.S. Grade A with a Brix value of not less than 62.5 degrees.
Delivery Points - Exchange licensed warehouses in Florida, New Jersey, Delaware and California.
Delivery Methods - Drums or tanks, at the seller's option.
Chicago MEX
ATS PARIS – OCTOBER 27, 2011
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TRADING RAW SUGAR
Trading Unit - 112,000 lbs. (50 Long tons)
Grade - Raw centrifugal cane sugar based on 96 degrees average polarization.
Delivery Points - A port in the country of origin or in the case of landlocked countries, at a berth or anchorage in the customary port of export. Subject to minimum standards established by the Exchange's rules (NY #11)
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TRADING WHITE SUGAR
Trading Unit - 112,000 lbs. (50 Long tons)
Quality - White beet, cane crystal sugar or refined sugar of the crop current at the time of delivery, free running of regular grain size and fair average of the quality of deliveries made from the declared origin from such crop, with minimum polarisation 99.8 degrees, moisture maximum 0.06% and colour of a maximum 45 units ICUMSA attenuation index, all at time of delivery to vessel at the port.
Refined Sugar Association of London (1891)
ATS PARIS – OCTOBER 27, 2011
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TRADING SUGAR
ATS PARIS – OCTOBER 27, 2011
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TRADING SUGAR
ATS PARIS – OCTOBER 27, 2011
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TRADING DATA
Definition - Raw data? Refined data?
Trading Unit - Cookie? Cluster? Intender? Demographics?
Quality - Recency? Retargeting? Rareness?
Price - CPM? CPC? CPA? Subscribtion?
Delivery condition - Ex Warehouse (My server)? FOB (Adex)? C&F (Agency server)?
ATS PARIS – OCTOBER 27, 2011
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ARTICLE 12:
No one shall be subjected to arbitrary interference with his privacy, family, home or correspondence, nor to attacks upon his honour and reputation. Everyone has the right to the protection of the law against such interference or attacks.
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“If the bee disappears from the surface of the earth, man would have no more than four years to live”
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A NEW AGE OF GLORY
«The advertising business may be heading for trouble. Or it might be heading for a new age of glory. Believe it or not, the direction, up or down, is in our hands.»
Edwin Artzt, May 12, 1994American Association of Advertising Agencies
ATS PARIS – OCTOBER 27, 2011