Welcome DSPs and RTB!

SMADEX DATA-DRIVEN MARKETING

Jordi de los Pinos CEO [email protected]

Demand Side Platforms and Real Time Bidding

SMADEX

DATA-DRIVEN MOBILE ADVERTISING

The Market

Evolution of the Mobile Advertising Value Chain

Advertisers & Agencies (Demand)

Publishers (Supply)



Publishers (Supply)

Ad Network



Publishers (Supply)

Ad Network

SSP

DSP

7

Real Time Bidding

How does RTB work?

A Person Opens an App

1

How does RTB work?

The APP requests an AD

2

• From this phone • In this location • In this App

1,4$ CPM

1,1$ CPM

1,8$ CPM

0,9$ CPM

In < 100 msec, an AUCTION is

performed among several DSPs

The winner places the banner

in the ad space, and pays

second price: 1,41$ CPM

How does RTB work? 3

11

RTB is about TRANSPARENCY

12

RTB is about CONTROL

RTB is about DATA and ALGORITHMS

14

RTB is about TARGETING

15

RTB is about RETARGETING and LOOK ALIKE TARGETING

16

The 4 keys to Digital Advertising

PRODUCT CREATIVE

MEDIA DATA &

MEASURES

RTB is about DELIVERING RESULTS

17

>

• CPA objective: $2

• CPA achieved: $1.95

• CPA stabilizies after initial learning phase

• CPC changes dynamically

• CPM grows with time

• As algorithm optimizes the bidding, it doesn’t care about increasing eCPM or eCPC as long as CPA is maintained at its objective and volume is maximized

Campaign Example

>

THE SMADEX DSP SUPPORTING TWO DIFFERENT CUSTOMER SEGMENTS

Branding

• Self-service platform • Automatic optimization • Proprietary machine learning algorithms • Customer Life Time Value optimization • Retargeting • Dynamic Creative Retargeting • 3rd party tracking options • Behavioural user profiles

• Connect brands with audiences • APIs/managed service model • Video, rich media, postitial and native

formats • Brand safety / white lists • 100% media and price transparency • Audience data (1st and 3rd party) • 3rd party ad serving

Mobile Ad Buying Platform with Proprietary Real Time Bidding Technology

Performance

18

Meanwhile… at SMADEX

80 M

Requests Processed

10 M

Bids Placed

1 M

Ads Shown

… in the last 30 minutes

SMADEX DATA-DRIVEN MARKETING

Jordi de los Pinos CEO [email protected]

SMADEX DATA-DRIVEN MOBILE ADVERTISING

Welcome DSPs and RTB!

Marketing

Transcript of Welcome DSPs and RTB!