Post on 14-Jun-2015
description
OUR EXPERIENCE WITH ADOBE AUDIENCE MANAGER
THE MARKET
80+
WEB SITES75%
reach
Programmatic Obstacles – Czech Market 2012
• Quality inventory• Data• Education
The Issue with Retargeting
• Great performance
• No new visitors
• Small reach
Approx. 80 % of the RTB spend on the Czech market comes from retargeting. (CPEx estimation.)
Adience Data on the Czech Market
Before CPEx Audience, there was no data for audience targeting widely available in the open RTB ecosystem.
DMP Criteria
• Flexibility and control
• Support
• Pricing model
• Integration
• Look alike modelling
IMPLEMENTATION
Code Deployment<script src="//assets.adobedtm.com/4beaca54604aa1db7a7d9296a08d83bee398e7fd/satelliteLib-d510f92ab8572ae6ef088c26133f8079a7f09323.js"></script>
<script type="text/javascript">_satellite.pageBottom();</script>
The deployment was extremely easy thanks to the Adobe Dynamic Tag Manager.
Traits and Segments
Adobe Audience Manager offers great flexibility for building the segments.
API
The API enabled us to automate the process of building very complex segment definitions.
Integration
pixel server to server
cookie
The AAM does not have as many S2S integrations as some competitors do, but offers easy to use tools to export the segments. The implementation however was slower and more painful than we expected as it required involvement of many different parties (the publishers in CPEx use 4 different ad servers…)
RESULTS
Real Estates – eCPM
0%
20%
40%
60%
80%
100%
1. Google AdX
CPL
2. Non-Google
CPL
3. Geo + vybrané weby
CPM
4. CPEx umístění
CPM
5. CPEx Audience
CPM
6. CPEx retargeting
CPM
Real Estates – CPL
0%
20%
40%
60%
80%
100%
1. Google AdX
CPL
2. Non-Google
CPL
3. Geo + vybrané weby
CPM
4. CPEx umístění
CPM
5. CPEx Audience
CPM
6. CPEx retargeting
CPM
Even thought the CPM we asked was 20x times higher than the cheapest inventory sources, thanks to precise targeting, the CPL was on roughly the same level.
Conversion Rate – Travel
0%
0.1%
0.2%
0.3%
0.4%
Email.cz placement
+ behavioral
Travel – contextual
Super.czbeahvioral
CPEx Audience
3rd Party Publisher Data Use Cases
• Private marketplaces
• Ad server integration
• DSP integration
• Silent personalisation
• Retargeting pixel integration
• Custom Integrations
The Results: Revenue from PMP Deals
Learnings
• Integration slower than expected
• Flexibility in segmentation is the key
• The performance is there
• Look alike modelling works
• Easy to sell, difficult to get volume
Future Outlook
• Increase coverage
• Inject registration data + more meta data
• Get panel data for models
• Custom integrations / resellers
Czech Publisher Exchange
http://en.cpex.cz
Matěj Novák
matej at cpex.cz
http://linkedin.com/in/matejnovak