Making Sense of Programmatic Buying - Millennial Media
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Transcript of Making Sense of Programmatic Buying - Millennial Media
The Future’s Bright The Future’s Mobile Peter O’Mara-Kane Head of Agency Sales, EMEA,
Best of breed programmatic technology
Millennial Media & AppNexus
Supporting programmatic access to Millennial Media’s premium inventory
• Unrivaled scale and premium inventory
• Unique audience data
• Best of breed programmatic technology
83% of U.K. adults own a
smartphone; nearly the
same amount that own a
laptop (85%)
30% of adults in Great
Britain say they use their
smartphone to locate
places
68% of U.K. adults
take pictures or
video with their
smartphone
People move Between screens, places, and moments
Mobile connects moments
The data tells a story that
is more than measurable.
It’s mappable.
Mobile allows advertisers to engage with consumers like no other medium can
Device diversity
Creative case studies
Activision: Call of Duty
• The rich media Photoshoot unit drove over 15,000 consumer interactions.
• Call of Duty: Black Ops II grossed over $1 billion in 15 days
North Face: Never Stop Exploring
• Over 319,000 completed video views in Germany and more than 114,000 in Italy
• Engagement rate with local The North Face sites of 9.5% in Germany and 8.5% in Italy
• Of the total completed views, 33% of viewers in Germany and 19% in Italy replayed the video a 2nd time, resulting in an additional 128,000 video views for The North Face
0%
5%
10%
15%
20%
25%
30%
2013 2014 2015 2016 2017
Share of programmatic V’s Mobile Display Ad Sales (%)
UK
France
Germany
USA
Japan
What is programmatic
buying:
• Technology-driven media purchases,
optimisations
• Rules-based media buys and
management
• Automated media buys leveraging
pre-set rules, data and algorithms
Programmatic: a different way to
purchase inventory
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
Development
Kit (SDK)
Premium
Programmatic
Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.
Glossary: Basic Terminology
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
Development
Kit (SDK)
Premium
Programmatic
Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.
A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media
Glossary: Basic Terminology
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
Development
Kit (SDK)
Premium
Programmatic
Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.
A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media
The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.
Glossary: Basic Terminology
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
Development
Kit (SDK)
Premium
Programmatic
Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.
A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media
The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.
Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.
Glossary: Basic Terminology
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
Development
Kit (SDK)
Premium
Programmatic
Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.
A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media
The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.
Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.
A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences.
Glossary: Basic Terminology
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
Development
Kit (SDK)
Premium
Programmatic
Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.
A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media
The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.
Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.
A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences.
A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers.
Glossary: Basic Terminology
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
Development
Kit (SDK)
Premium
Programmatic
Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.
A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media
The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.
Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.
A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences.
A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers.
Premium Programmatic, focuses on high-quality premium inventory available programmatically to achieve CTR, conversion and eCPM results comparable to guaranteed buys.
Glossary: Basic Terminology
Trading
Desk
Programmatic (buying) Mobile Exchange
Demand Side
Platform (DSP)
Bidder
Supply Side
Platform (SSP)
Software
Development
Kit (SDK)
Premium
Programmatic
Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.
A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media
The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.
Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.
A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences.
A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers.
Premium Programmatic, focuses on high-quality premium inventory available programmatically to achieve CTR, conversion and eCPM results comparable to guaranteed buys.
A Software Development Kit (SDK) is a piece of code that sits within an app & facilitates the passing of 1st party data between the app & the ad platform.
Glossary: Basic Terminology
Mobile Programmatic
Transforming digital advertising as we know it
• 1:1 marketing
• Real-time engagement
• Increased ROI
The importance of data Sampling of our data partners
Data from our SDK
Connecting Mindsets & Moments
• 60K+ mobile apps and websites
have integrated Millennial
Media’s SDK
• Providing data-rich
impressions with more than 15
mobile-first targetable
dimensions of every ad call
within MMX
Reach unique users by intelligently
interpreting mobile-first signals to buy
valuable impressions programmatically
Ad Size
Ad Type
App ID
App Store URL
AppNexus ID
Carrier
Connection Type
Country
Device ID
Device OS
Lat/Long
Package ID
Pub ID
Site ID
User Agent
User IP
URL
Reaching pinpointed audiences on
MMX
Ad Size
Ad Type
App ID
App Store URL
AppNexus ID
Carrier
Connection Type
Country
Device ID
Device OS
Lat/Long
Package ID
Pub ID
Site ID
User Agent
User IP
URL
Find your online audience in mobile
Reach consumers across screens by
leveraging AppNexus IDs to purchase
impressions in MMX
1:1 match enables clients to target users across screens
Millennial Media ID
AppNexus ID
Client ID
Access premium mobile inventory with greater
transparency in a Private Marketplace
• Preferred access to inventory
• Custom whitelist of sites to target
• “First-look” access to this inventory on MMX
Target users based on channel or audience
Ad Size
Ad Type
App ID
App Store URL
AppNexus ID
Carrier
Connection Type
Country
Device ID
Device OS
Lat/Long
Package ID
Pub ID
Site ID
User Agent
User IP
URL
Align your brand with high quality
content
MMX is one of the
industry’s largest
sources of
programmatic MRAID-
compatible media
• Standard banners
• Full-screen interstitial
• Rich Media
• Video*
*Coming 2H2014
Ad Size
Ad Type
App ID
App Store URL
AppNexus ID
Carrier
Connection Type
Country
Device ID
Device OS
Lat/Long
Package ID
Pub ID
Site ID
User Agent
User IP
URL
Engage your audience with unique ad
formats
Built for mobile
Reach pinpointed audiences at scale
Leverage web, mobile or offline data, or use Millennial
Media audiences, to target users across screens
Scale at the impression level
Engaging ad formats on more than 1 billion
data-rich mobile impressions per day across
mobile web & in-app inventory
Purist mobile signals available Transparency at the impression level on 15+ mobile first
dimensions delivered by Millennial Media’s SDK install base
Premium programmatic
Best practice for running mobile
programmatic campaigns
Conversion Tracking &
Optimisation
Reliable & Scalable
Technology Partners
Campaign Flexibility
Advanced Goal
Planning
We deliver. And we do it at scale.
650MM+ Monthly unique worldwide users
60,000+ More than 60k apps
9,000 Approximately
9k devices
52MM+ cross-screen users alone
Thank You. Pete O’Mara-Kane
Head of Agency Sales, EMEA
Visit www.millennialmedia.com/mmx
Contact us at [email protected]