Programmatic Buying — Myth or Reality?

Real time and Data Driven Technology moves toward customization of the end Advertiser’s needs and requirements

19 mln

Bids

19 mln

Information sample:

Price, ssp, url, referer Proximic: brandprotection:,

Safety level, Category: weight,

Adsize, Abovethefold: "medium or

high or low", Noticeability: "high or

medium or low“ Scope: "page", Language etc.

Bids

$1, Adfox, brandprotection: rating

G, Adsize 160x600, Language: en

$2, Google, Safety level: gold , Adsize

728X90, Language: Ru, Noticeability: "high“

$0.5, Яndex, Category: weight 100/Sports ,

Adsize 160x600, Language: Ru,

Noticeability: “medium“, Abovethefold: "medium"

19 mln

0.2

0.8

0.95 0.01

0.7

Predict

HUBRUS RTB Conversion Pixel / View Pixel

Company’s impressions results

Positive signals Negative signals

How wrong am I like to be?

What is the impact of being that wrong?

What drives the wrongness?

Only guarantee with a central forecast is it will be wrong

ADAPTIVE MODELLING APPROACH

UNDERSTAND ALL ASPECTS THAT DRIVE THE SALE

•Channel •Site •Day •Time •…

•Size •Color •Position •…

•Price •Copmpetitors •Weather •Economy •…

•Age •Sex •Profile •Purchase process stage •…

Applied to RTB and Programmatic

Funnel: mechanics and tactics

Awareness

Consideration and

Engagement

Acquisition

Media Tactics • Home page takeovers • Pre-Roll video • Online Radio • High SOV site buys

• Rich media banners • Mobile display • Contextual and search

targeting

• Site/email Retargeting • Existing customer

retargeting • Intent/behavioral

marketing

Data Inputs • Demographic, HHI,

household income/credit score

• Lifestyle and interest segments

• Social connections • Offline Purchase behavior • Brand affinities • Lookalike modeling

• Online purchase intent • Search behavior • Lookalike modeling

Russia address 109147, Russia, Moscow, 21/11 trubnaya, entrance 4/4, 402, Moscow, 119019, Russian Federation +7 (495) 212-1066 on@hubrus.com

hubrus.com