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AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and
‘Winning’ in the New Media Marketplace
Cat Spurway-HeplerSVP Strategy & Marketing, PointRoll
#DigitalSoup
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Let’s get interactive…
Ask Questions!
Follow @PointRoll
Tweet along! #DigitalSoup
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What we’ll cover:
1. Key Concepts and Terms to Know
2. The Landscape: Putting it All Together
3. Where PointRoll Fits and Early Data on Effectiveness
#DigitalSoup
AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in
the New Media Marketplace
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Key Concept to New Media Models
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SUPPLYDEMAND• Ad Inventory
• Sites, Exchanges, Networks
• Display, Mobile, Video
• Standard or Rich Media
• Maximize Yield/$$
• Audience
• Advertisers/Agencies
• Digital Ad Campaigns – Display, Mobile, Video
• Automated, Targeted, Auto-Optimized
• Stronger, Cost-effective and Measurable ROI
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Cost Effective =
The MOST Out of Every Impression Served
Not...
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CHEAPMEDIA
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‘Winning’= Value
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Key Terms in the New Media Marketplace
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RTB: Real Time Bidding
What you need to know:• A lot like trading • Each ad impression is sold off to the highest bidder in real-time,
as a user’s browser loads an ad unit• Ad buyers can be more selective and specific about which ad
impressions they want to buy
• For publishers, the promise is higher CPMs and “Yield Optimization”
• No longer just remnant
#DigitalSoup
Demographics
GeoBehavior
Interest
AND MORE!
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SSP: Supply Side Platform
#DigitalSoup
What you need to know• A “supply-side" platform is a tool/technology platform for publishers to plug-in
available inventory
• Ad Exchanges function much like an SSP
• Optimize the price of available audience/inventory, get the best CPM for each
impression; selling inventory via RTB to the highest bidder
• Rate is driven by potential audience; premium content that attracts desirable
viewers can generate higher rates
• SSPs coordinate online consumer tracking across their inventory with demand-
side platforms through cookie-synching; enables targeting/retargeting
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DSP: Demand Side Platform
What you need to know
• A "demand-side" platform is a dashboard/technology for ad buying, including real-time bidding
• Audience is key
• Includes targeting, optimization and reporting capabilities designed to provide greater control over pricing, targeting, and campaign management
• Eliminate some inefficiencies of traditional buying via automation and advanced analytics
• About optimizing and driving value out of every impression
• Win-win relationship based on how the advertiser/agency value the impression
#DigitalSoup
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AMP & DMP: Audience/Data Management Platform
What you need to know
• Gathering, managing and leveraging first and third party data
• Creating audience data pools and segments, micro-segments
• Site buy using that publishers data singularly; with each campaign you are starting back at square 1
• Data stays “alive” and evolves with each campaign
• AMP/DMP allows you to find your audience across publishers and continue learning about your audience with each campaign and ad served
#DigitalSoup
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Audience Management Directly with the Site
Publisher 1 Publisher 2 Publisher 3
User Profile 1
User Profile 2
User Profile 3
Geo, Demo, Behavioral
Geo
Geo
Geo
Demo
Geo/Demo
Geo/Demo
Nothing
Geo/Demo
Places: Publisher
• Pub direct data is strong
• Campaigns perform
• Limits cross-site reporting; no sharing of data across pubs
• Lose track of user
• Frequency layers make it more difficult to:
• Message and control across devices
• Learn across pubs
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Audience Management with AMP/DMP
Publisher 1 Publisher 2 Publisher 3
User Profile 1
User Profile 2
User Profile 3
Geo, Demo, Behavioral
Geo
Geo
Geo
Demo
Geo/Demo
Geo/Demo
Nothing
Geo/Demo
People: 3rd Party and Audience Management Platforms
• Comprehensive audience management aggregating user data from multiple sources
• You own the data and can leverage across campaigns, publishers and providers
• Central Reporting
• Longer term strategy
• Publisher user data may be stronger than cross publisher, but it will strengthen over time
Audience Management
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DCO: Dynamic Creative Optimization
What you need to know
• Delivering the right ad to the right user at the right time
• Each impression’s creative/message needs to be relevantto each audience segment
• No point in having dataavailable and not tailoringthe message
• Can deliver and optimize creative based:
- Audience
- Media performance
- Interactivity/action
- Key metric/performance
- Ad serving/sequencing
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The Landscape: Bringing It All Together
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Agency Trading Desks
What you need to know
• Similar to financial “Traders” and analysts/strategists
• Extension of the agency/part of the holding company focused on more effective, efficient buying and optimization
• Take advantage of the “open” RTB marketplace
• Proprietary interface; amass and analyze data, spending, campaign management may even have a DMP/AMP or DSP as part of Trading Desk platform
• Provide a service layer; understand the landscape, third party data, algorithms, and analysis, create strategies and buy
• Advertisers can work directly with DSPs or through their agencies trading desk
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R T
B
The Landscape
Publishers(Supply)
Manage Yield/Monetize Inventory
Agencies / Advertisers(Demand)
Audience/ Pay What
Imp is Worth
SSPsAd
ExchangesDSPs
Trading Desks
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Where Does PointRoll Fit?
Publishers(Supply)
Manage Yield/Monetize Inventory
Agencies / Advertisers(Demand)
Audience/ Pay What
Imp is WorthTrading Desks
AMP/DMPData Providers
Standard, Rich Media Ad-Serving and Dynamic Creative Optimization
R T
B
SSPsAd
ExchangesDSPs
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Creative and Targeting: PointRoll’s Media Multipliers
Audience Data for Media EnhancementWork with DSPs, networks and exchanges to create audience profiles based on geo, demo, in market buyers and look-a-likes; use those to drive creative
Creative
Dynamic Creative Versioning• Dynamically create, deliver custom creative/messages• Standard and rich media
Dynamic Creative Optimization Pass audience/media knowledge into creative todynamically generate the most relevant experience at run time
• Formats and features can increase performance• Advanced flash• Interactive non-expandables• Interactive expandables• Enable with SSPs, etc.
• Video• Photo galleries• Hot spotting• Much more!
40%Lift in Click Through Rate
Expandables
3xCTR Lift
Dynamic Optimization
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‘Winning’= Value
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Winning in the New Media Marketplace
New media marketplace is about value; don’t think of it as cheap media
Doesn’t eliminate publisher direct buying, or other methods of reach
Data strengthens your campaign – creative and performance
Right Message, Right User, Right Time, at the Right Price
Keys for advertisers/agencies:• Delivery at scale• Automation, efficiencies • Verification• Optimization• Reporting • Performance and enhanced ROI
#DigitalSoup
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The Big Picture – 5 Key Ingredients to Digital Success
Insights
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
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Questions? Comments? Favorite Recipes?
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Learn More!
Just ask! – Contact your rep or [email protected]
PointRoll Blog: blog.pointroll.com
Facebook: www.facebook.com/PointRoll
Twitter: @PointRoll
Thank you!
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