Gijs Van Eysden - DoubleClDoubleClick Bid Managerick Bid Manager

8/11/2019 Gijs Van Eysden - DoubleClDoubleClick Bid Managerick Bid Manager

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Real Time Buying with

DoubleClick Bid Manager

Learn with Google

28 May 2013

Gijs van Eysden


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agenda1.

Demand Side Platforms2.

How does RTB actually work?

3.

Balancing Scale with Efficiency

Retargeting

Behavior

Contextual

Prospecting / Channel


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Single view of

the consumer

Creative, serving and

trafficking

All your channels

in one place

Cross-channel

attribution and

reporting

Modern ad platformfor the modern web

3

Real Time Buying


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Demand-Side Platforms

A demand-side platform (DSP) is a technology

platform that allows buyers to use dynamic biddingand optimisationto scale media buying across many

ad marketplaces, such as ad exchanges.

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1990s

Today

Reservation Buying &Manual Execution

ads sold via direct transactionsbetween advertisers/agencies

and publishers

Ad Networks & ScaledBuying

ad networks aggregated inventoryand sold it to advertisers. helped

publishers by selling inventorythey could not sell themselves

Exchanges & Transparency

a real-time marketplace with alarge pool of liquid inventory notsold in direct buys

DSPs & Audience Buyingfor Direct Response

Bidding technology designed tohelp advertisers/agencies target

and optimize their buy acrossmultiple ad exchanges

Preferred Deals & Brand

Metrics

Exclusive advertiser-to-publisherinventory relationships to extend

programmatic purchasingto brand safe environments

100% Programmatic &Customized Buys

Media buying becomesbifurcated across Programmatic

and Customized

2015 +

2000s

Where does the DSP come from?


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How does Real Time BiddingActually Work?


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How real-time bidding works

Auction

You typically havemilliseconds to respond witha bid (the bid response)

100 milliseconds

User visits a web page

Each load of the webpage becomes an

available impression

Winning ad served

If you win theimpression, your

creative is served

Impression announced

When an impression isavailable, the exchange

asks if youd like to bid(the bid request)

Bid decision made

Based on the information availableyou determine the value of the bid

to you. You dont have to bid if theimpression is not valuable to you.

Impression evaluated

You get a variety of information, suchas the site the impression is on, the

content of the page, the time stamp,information about the user, etc.

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Buy on Multiple Exchanges

Source: Exchanges claimed U.S. reach on a monthly basis (8 major ad exchanges)

Millionsof publishers

Hundredsof Billionsof ad impressions

per week

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Multipleformats and devices


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What does DoubleClick Bid Manager do?

Advertiser /

Agency

Campaign goalsand objectives

Reporting Bid, buy,and serve

Audience Datafirst-party, third-party dataproviders, DoubleClick Digital

Marketing, Google Analytics

Ad

ExchangeImpression

AnnouncedDoubleClick

Bid ManagerSet targets, budgets,

and goalsDetermine bids

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TargetingAudience and keyword contextualtargeting act as filters to determine

what impressions are bid on andhow much to bid


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Evaluating dozens of factors in real-timeFor every ad impression, thousands of combinations considered across

factors like:

Campaign performance

Landing page and campaign

history analysis

Audience andcontextual targeting

Placements and audiences

related to your campaign

Impression attributes

Things related to the incoming

impression (Browser, netspeed,location etc.)


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Were already seeing great results

Source: Internal Google data; Total conversions and average CPA for index of conversion tracked advertisers; 2013

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AverageCPA

Numberofcon

versions

Time (days)

Total Conversions

Total CPA

Implementation


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Targeting in the Exchange Space:Balancing Scale with Efficiency


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Manypowerful

options.Which totap into?

Run of Site

Remarketing

AutoOptimization

Topics /

Categories

Demographics

Contextual

Audience/

Behavioral


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Audience

The right audience

Types of targeting

Content

The right times and places

Target by:

Dynamics:

Where they are

Specific content as they view it

Reach users in currentmoments of relevance

Less restrictions around

size of segments

Where they have been

What they have done

Leverage many data insights toengage your audience

Greater restrictions around

size of segments

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Multiple Target options

1stpartyremarketing

Remarketing fromsearch ads

3rdparty data

Keyword contextualPage Level Category

Site targeting


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A game of balancing scale and efficiency

Retargeting

Top performance

Bottom-funnel

Limited scale

SCALE

EFFICIENC

Y

Behavioral

Sometimes limited in

data quality

Higher cost Prospecting

Brand safety issues

can be hard to

control

Contextual

Expanded scale

Improved efficiency


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Remarketing strategy moves users down theconversion funnel

Site tagging strategy should

mimic stages users follows as

they navigate through thepurchase process

Stage 1Ex: Homepage or Landing page

Stage 2Ex: Category Pages

Stage 3Ex: Product Pages

Stage 4Ex: Cart Pages

Stage 5

Ex: ConvertorCurrent Customers


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Extend YouTube audiences programmatically

Remarket display ads tousers who have:

Viewed or clicked on your

YT masthead

Interacted with or viewedyour YT videos

Viewed or subscribed to

your brand channel


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Scale with behavioral audience targeting

Retargeting

Top performance

Bottom-funnel

Limited scale

SCALE

EFFICIENC

Y

Prospecting

Brand safety issues

can be hard to

control

Contextual

Expanded scale

Improved efficiency

Behavioral


data quality

Higher cost


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3rd party data in Doubleclick Bid Manager

All your audiences in one place

Combine data sources to

reach your precise audience

Best-in-class audience targeting

with 25,000+ data segments

Boolean logic functionality

All your audience data segmentsFirst- and third-party data in one place


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Reach your audience in the right mindset

Retargeting

Top performance

Bottom-funnel

Limited scale

SCALE

EFFICIENC

Y

Behavioral


data quality


Brand safety issues

can be hard to

control

Contextual

Expanded scale

Improved efficiency


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Keyword match

Ads with keywordsmatching the keywords

of the pagego to auction

Highest bid winsRelevant ad

shown to userbringing the right

message to the rightuser at the right time

Page analysis

Scan and analyze the page

Machine learning technologyidentifies the keywords

of each page

Keywordsbanking, online

banking, online bankaccount, online bank,

bank online

How keyword contextual targeting worksHow keyword contextual targeting works


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Not your average dictionary

The definitive keyword contextual targeting technology

Keywordcontextual targeting

Use keywords to findthe most relevant pages

for your ads

Page-level signals

Understand the meaningand relevance of each

page in real time

Brand safety &customization

Brand safety filters andcustom criteria avoid

improper pages

Many different contexts

We reach 800 millionunique URLs each day

a lot of different contexts.

Audience + context

Find your audience and

deliver your message atthe right moment ofrelevance


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A targeting solution for every objective

Retargeting

Top performance

Bottom-funnel

Limited scale

SCALE

EFFICIENC

Y

Behavioral


data quality


Brand safety issues

can be hard to

control

Contextual

Expanded scale

Improved efficiency


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Transparency is essentialDoubleClick Bid Manager provides transparency and control for brand safety

Full transparency

Fully transparent site reports show

you exactly where all your ads areshowing.

Choose exactly whatplacements to exclude

Keyword and page level categorypre-bid exclusions to block specific

types of content and blacklists toexclude specific sites

Choose exactly where yourads show

Direct deals and private exchanges

to target content from specific,

approved publishers and partners

Brand safety filters

Three tiers of content filters for

various levels of broader contentexclusions.


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Doubleclick Bid Manager Channel Targeting

Customize channels

Use for Brand Safety with

whitelist orblacklists

Detailed Appsadvertising


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Five things you can do today

1. Identify

Where does programmatic

brand fit in your media mix?

2. Develop

Measurement strategy and

targeting criteria.

4. Evaluate yourtargeting mix

Test and iterate to find the

best balance of scale andefficiency to meet your goals

3. Tag your Pages

Assess your current

Remarketing structure.

5. Explore

Programmatic partnerships

with high-potential publishers

(Private Market Places)


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Questions?

Gijs Van Eysden - DoubleClDoubleClick Bid Managerick Bid Manager

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