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Gijs Van Eysden - DoubleClDoubleClick Bid Managerick Bid Manager
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Transcript of Gijs Van Eysden - DoubleClDoubleClick Bid Managerick Bid Manager
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Google confidential
Real Time Buying with
DoubleClick Bid Manager
Learn with Google
28 May 2013
Gijs van Eysden
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agenda1.
Demand Side Platforms2.
How does RTB actually work?
3.
Balancing Scale with Efficiency
Retargeting
Behavior
Contextual
Prospecting / Channel
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Single view of
the consumer
Creative, serving and
trafficking
All your channels
in one place
Cross-channel
attribution and
reporting
Modern ad platformfor the modern web
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Real Time Buying
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Demand-Side Platforms
A demand-side platform (DSP) is a technology
platform that allows buyers to use dynamic biddingand optimisationto scale media buying across many
ad marketplaces, such as ad exchanges.
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1990s
Today
Reservation Buying &Manual Execution
ads sold via direct transactionsbetween advertisers/agencies
and publishers
Ad Networks & ScaledBuying
ad networks aggregated inventoryand sold it to advertisers. helped
publishers by selling inventorythey could not sell themselves
Exchanges & Transparency
a real-time marketplace with alarge pool of liquid inventory notsold in direct buys
DSPs & Audience Buyingfor Direct Response
Bidding technology designed tohelp advertisers/agencies target
and optimize their buy acrossmultiple ad exchanges
Preferred Deals & Brand
Metrics
Exclusive advertiser-to-publisherinventory relationships to extend
programmatic purchasingto brand safe environments
100% Programmatic &Customized Buys
Media buying becomesbifurcated across Programmatic
and Customized
2015 +
2000s
Where does the DSP come from?
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How does Real Time BiddingActually Work?
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How real-time bidding works
Auction
You typically havemilliseconds to respond witha bid (the bid response)
100 milliseconds
User visits a web page
Each load of the webpage becomes an
available impression
Winning ad served
If you win theimpression, your
creative is served
Impression announced
When an impression isavailable, the exchange
asks if youd like to bid(the bid request)
Bid decision made
Based on the information availableyou determine the value of the bid
to you. You dont have to bid if theimpression is not valuable to you.
Impression evaluated
You get a variety of information, suchas the site the impression is on, the
content of the page, the time stamp,information about the user, etc.
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Buy on Multiple Exchanges
Source: Exchanges claimed U.S. reach on a monthly basis (8 major ad exchanges)
Millionsof publishers
Hundredsof Billionsof ad impressions
per week
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Multipleformats and devices
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What does DoubleClick Bid Manager do?
Advertiser /
Agency
Campaign goalsand objectives
Reporting Bid, buy,and serve
Audience Datafirst-party, third-party dataproviders, DoubleClick Digital
Marketing, Google Analytics
Ad
ExchangeImpression
AnnouncedDoubleClick
Bid ManagerSet targets, budgets,
and goalsDetermine bids
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TargetingAudience and keyword contextualtargeting act as filters to determine
what impressions are bid on andhow much to bid
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Evaluating dozens of factors in real-timeFor every ad impression, thousands of combinations considered across
factors like:
Campaign performance
Landing page and campaign
history analysis
Audience andcontextual targeting
Placements and audiences
related to your campaign
Impression attributes
Things related to the incoming
impression (Browser, netspeed,location etc.)
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Were already seeing great results
Source: Internal Google data; Total conversions and average CPA for index of conversion tracked advertisers; 2013
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AverageCPA
Numberofcon
versions
Time (days)
Total Conversions
Total CPA
Implementation
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Targeting in the Exchange Space:Balancing Scale with Efficiency
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Manypowerful
options.Which totap into?
Run of Site
Remarketing
AutoOptimization
Topics /
Categories
Demographics
Contextual
Audience/
Behavioral
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Audience
The right audience
Types of targeting
Content
The right times and places
Target by:
Dynamics:
Where they are
Specific content as they view it
Reach users in currentmoments of relevance
Less restrictions around
size of segments
Where they have been
What they have done
Leverage many data insights toengage your audience
Greater restrictions around
size of segments
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Multiple Target options
1stpartyremarketing
Remarketing fromsearch ads
3rdparty data
Keyword contextualPage Level Category
Site targeting
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A game of balancing scale and efficiency
Retargeting
Top performance
Bottom-funnel
Limited scale
SCALE
EFFICIENC
Y
Behavioral
Sometimes limited in
data quality
Higher cost Prospecting
Brand safety issues
can be hard to
control
Contextual
Expanded scale
Improved efficiency
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Remarketing strategy moves users down theconversion funnel
Site tagging strategy should
mimic stages users follows as
they navigate through thepurchase process
Stage 1Ex: Homepage or Landing page
Stage 2Ex: Category Pages
Stage 3Ex: Product Pages
Stage 4Ex: Cart Pages
Stage 5
Ex: ConvertorCurrent Customers
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Extend YouTube audiences programmatically
Remarket display ads tousers who have:
Viewed or clicked on your
YT masthead
Interacted with or viewedyour YT videos
Viewed or subscribed to
your brand channel
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Scale with behavioral audience targeting
Retargeting
Top performance
Bottom-funnel
Limited scale
SCALE
EFFICIENC
Y
Prospecting
Brand safety issues
can be hard to
control
Contextual
Expanded scale
Improved efficiency
Behavioral
Sometimes limited in
data quality
Higher cost
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3rd party data in Doubleclick Bid Manager
All your audiences in one place
Combine data sources to
reach your precise audience
Best-in-class audience targeting
with 25,000+ data segments
Boolean logic functionality
All your audience data segmentsFirst- and third-party data in one place
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Reach your audience in the right mindset
Retargeting
Top performance
Bottom-funnel
Limited scale
SCALE
EFFICIENC
Y
Behavioral
Sometimes limited in
data quality
Higher cost Prospecting
Brand safety issues
can be hard to
control
Contextual
Expanded scale
Improved efficiency
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Keyword match
Ads with keywordsmatching the keywords
of the pagego to auction
Highest bid winsRelevant ad
shown to userbringing the right
message to the rightuser at the right time
Page analysis
Scan and analyze the page
Machine learning technologyidentifies the keywords
of each page
Keywordsbanking, online
banking, online bankaccount, online bank,
bank online
How keyword contextual targeting worksHow keyword contextual targeting works
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Not your average dictionary
The definitive keyword contextual targeting technology
Keywordcontextual targeting
Use keywords to findthe most relevant pages
for your ads
Page-level signals
Understand the meaningand relevance of each
page in real time
Brand safety &customization
Brand safety filters andcustom criteria avoid
improper pages
Many different contexts
We reach 800 millionunique URLs each day
a lot of different contexts.
Audience + context
Find your audience and
deliver your message atthe right moment ofrelevance
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A targeting solution for every objective
Retargeting
Top performance
Bottom-funnel
Limited scale
SCALE
EFFICIENC
Y
Behavioral
Sometimes limited in
data quality
Higher cost Prospecting
Brand safety issues
can be hard to
control
Contextual
Expanded scale
Improved efficiency
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Transparency is essentialDoubleClick Bid Manager provides transparency and control for brand safety
Full transparency
Fully transparent site reports show
you exactly where all your ads areshowing.
Choose exactly whatplacements to exclude
Keyword and page level categorypre-bid exclusions to block specific
types of content and blacklists toexclude specific sites
Choose exactly where yourads show
Direct deals and private exchanges
to target content from specific,
approved publishers and partners
Brand safety filters
Three tiers of content filters for
various levels of broader contentexclusions.
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Doubleclick Bid Manager Channel Targeting
Customize channels
Use for Brand Safety with
whitelist orblacklists
Detailed Appsadvertising
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Five things you can do today
1. Identify
Where does programmatic
brand fit in your media mix?
2. Develop
Measurement strategy and
targeting criteria.
4. Evaluate yourtargeting mix
Test and iterate to find the
best balance of scale andefficiency to meet your goals
3. Tag your Pages
Assess your current
Remarketing structure.
5. Explore
Programmatic partnerships
with high-potential publishers
(Private Market Places)
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Questions?