Display media trading desk (DSP) - Karthikeyan Haldurai - Google
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Transcript of Display media trading desk (DSP) - Karthikeyan Haldurai - Google
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Programmatic Display Buying
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Programmatic buying uses technology and data to bring advertisers and publishers together
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1.The evolution of programmatic buying
2.The value of programmatic
3.Programmatic with DoubleClick
4.Programmatic marketing with DDM
5.Getting started
agenda
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The evolution of programmatic buying
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Two decadesof onlinemediabuying
Today
1990s
Ad networks •Networks aggregatedinventory and soldtoadvertisers. •Helpedpublishers by selling inventory they could not sell themselves. •Firstto provideaccess toonline media atscale.
Adexchanges
•Real-time marketplacewithlarge pool of liquid inventory not sold in directbuys •Onlinemedia at scale is no longer unique to ad networks
DSPs •Biddingtechnologytohelpadvertisers/agenciestarget and optimizebuyingacrossadexchanges
Reservation buying •Adssold via direct transactions between advertisers/agencies and publishers
Today
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RTB Growth: 52% y/y in 2013
Source: IAB / PwC Internet Advertising Revenue Report, 1H 2012
Global non-RTB Display Spend Global RTB Display Spend
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Programmatic is growing display spend
…like going frompaper checks to debitcards
1234
…it’s the new way tobuy
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The value of programmatic
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Thekey element of programmaticbuying—whatmakes
itpowerful—isthat the advertiser gets to decide the target.
Scott Spencer
Director of Product Management, DoubleClick Ad Exchange In “Programmatic in the Future” hangout series by DoubleClick
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Why programmatic? Use data and technology to better connect you with consumers
Massivescale Reachacross exchangesand
engage with publishers
withdirectprogrammatic deals.
Performance Use powerful optimization and better
data to maximize ROAS for all your
buys.
Precisetargeting Findthe right audiences in the
rightcontext to engage with your brand.
Operationalefficiency Streamlinedworkflows with all your
buying and reporting in one place,
spend more time on strategicwork.
Transparency Glean insights from transparent
reporting to find the best performing
inventory and adjust your strategy in
real time
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Programmatic with DoubleClick
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All in one place Integrated Data acrossall buys
Buy how you want Optimize all campaignsacross
allscreens
Scaleand Reach Integrated reporting and billing
Streamlinestandard ad buys Relationships still matter
Why Programmatic with DoubleClick Buy media more effectively and efficiently
More specific detail can be found in Appendix slides 43-44. Replace them as you feel appropriate
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OpenAuction
Private Auction
Multiple programmatic deal types Description
2nd price auction
with select group
of buyers.
Auctionmodel with
set floor. One Publisher
2ndPrice Auction w/ price floors Select Buyers
Preferred Deals
Negotiated, fixed-
price, pre-auction
deal with one buyer.
One Publisher FixedPrice Deal One Buyer
Many Publishers 2nd Price Auction
Standard auction
with all buyers.
AllBuyers
# of Buyers Pricing # of Publishers
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Kellogg’s leverages programmatic buying
Kellogg’s is successfully leveraging the
DoubleClick platform, buying programmatic
to meet brand campaign objectives.
88%+ More on-target audience
impressions than with non-programmatic
Lowest Effective CPMs rates are in RTB display, compared to
other channels
5X+ Improved ROI of digital
ads to in-store sales withcampaigns
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Integrated platform for programmatic
Operatio
nal
efficienc
ies
Operational efficiency Marketing performance Better insights
•Decreased operational costs
through streamlined buying
approach
•Scalable inventory access
across publishers, exchanges,
formats,channels
•Brand safe reach of
targetaudience
•LowerCPMs
•Improved targeting, pacing &
optimization capabilities
•Centralized reporting
andattribution
•Full control over audience
data, pacing &targeting
•Align price with value
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Use the best tools for the best results DoubleClick Bid Manager + DoubleClick Ad Exchange
The powerof the platform •Single cookie pooland shared data centers
•Direct access to the publishers you want
Partnership and alignment between the products
•Workflow integrations •Strategicpartner advantages
Have it your way •Multiple ways to connect with publishers
•Find the right ways to buy for your business
The power of a top buying platform
•Best in class targeting+Google-engineered algorithms •Buy display, mobile, video, and expandables all in one place
•40+ billion global impressions daily
The power of a top exchange •One to one relationships with top publishers
•First-party publisher data programs
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DoubleClick Bid Manager
Exchanges & SSPs
Publisher direct deals
Fully transparent buying and reporting
Best in classtargeting
•First-party audiencedata
•Third-party audiencedata
•Keyword contextualtargeting
•Brand safety measures
Best in classoptimization
•Google-engineeredalgorithms
•Target CPC, CPA or ROI
40+ billion impressions daily across
more than 40 countries Mobile Video Display
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Getting started
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Building a Programmatic Strategy Requires
Resource Investment Resources Can be Obtained through Partnership or Staffed In-House
Most clients invest in building their own Programmatic Team
internally, but also partner with an agency and/or Google to
develop a shared strategy and execute
Build Yourself Build with Agency Build with Google
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1.Build a plan
2. Use measurement and attribution strategies for your campaigns
3. Hire a dedicated team to manage
strategy and performance
How to build your programmatic strategy