IAB Canada Roadshow 2015: The Future of Programmatic Advertising
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Transcript of IAB Canada Roadshow 2015: The Future of Programmatic Advertising
EYERETURN MARKETING 2
Who Am I ? ANDREW ROB I TA I L L E
Director of Sales, Eyereturn
EYERETURN MARKETING 3
• Fully integrated Technology Stack
• Part of TorStar
• Employs a staff of 95, 300% growth since 2012
• USA + Canada
EYERETURN MARKETING BEGAN 15 YEARS AGO
CONUNDRUMS: HOW DO WE USE CROSS-DEVICE FOR ALL MEDIUMS
EYERETURN MARKETING 9
PERFECT MEDIA MIX
AdverXsers want, if not need, to know which ad resulted in a
conversion/purchase (a[ribuXon). They can do this with
determinisXc data and an all-‐mighty pla`orm. Syncing Display,
Search, Email, Social, OOH, and more with real-‐Xme purchases
and loyalty card tracking.
CONUNDRUMS: CROSS-DEVICE TARGETING AND MEASUREMENT
EYERETURN MARKETING 10
HOW IT WORKS
• DeterminisXc
• ProbabilisXc
• Which companies do what?
LOOK AT WHAT’S POSSIBLE NOW
EYERETURN MARKETING 11
AOL -‐VER I ZON
AOL has acquired Microsoc’s Display
business , Millenial Media and was
swallowed up by Verizon.
LOOK AT WHAT’S POSSIBLE NOW
EYERETURN MARKETING 12
Google has built a DMP, already has
cross-‐device idenXficaXon data with
Gmail and other Apps, and has Youtube
video inventory to boot. Did we
menXon search?
Facebook is acXvely using profiles to
measure purchase history through data
partnerships, this cross-‐device and
online/offline syncing is currently in use.
LOOK AT WHAT’S POSSIBLE NOW
EYERETURN MARKETING 13
WALLED GARDENS
EYERETURN MARKETING 14
Unfortunately, all that informaSon is siloed. You must work
with all of these major pla`orms to access that data, and the
data is hard to pull from it. They want you to stay in their
hemisphere.
IE: Youtube inventory can now only be bought directly –
yet 6 months ago it was all open on the exchanges.
BUY AND SUPPLY CONFLICT
EYERETURN MARKETING 15
Google, Chango, AOL, Yahoo and more are making money off
of the publishers, and the adverXsers. How is that un-‐biased?
Whose best interests are they serving?
ENTER SAAS AND THE CLOUD
EYERETURN MARKETING 16
NEW ENTRANTS
Every major socware corporaXon has entered the markeXng cloud market,
guaranteeing a pla`orm that will solve all: social, display, email markeXng,
content management needs, and more.
However, they do not offer ad-‐tech experXse, rarely service agencies (brand
direct only), are expensive and are acquiring these companies to round out
their offering, limiXng customizaXon. Put simply, they are Automa'on
companies, not Media companies.
NEXT LEVEL OF DATA USE
EYERETURN MARKETING 17
NEST
IOT
Cars with Wifi
Apps with Security Systems
Phone Payment Systems
Baby Monitoring
WHAT EYERETURN IS BUILDING
• A Pla`orm that allows for cross-‐device
targeXng, without controlling (and possibly manipulaXng) both the supply and demand side.
• A Pla`orm that can bridge mediums (social, search, display, video, OOH, etc.) while giving a[ribuXon to the appropriate ads.
• A transparent partner that will always show price, verify performance, frequency, conversions, and more in an a[empt to improve our collecXve digital reputaXon.
NEXT LEVEL OF DATA USE:
EYERETURN MARKETING 18
We want to be the ulXmate pla`orm – we want to provide cl ients with a
convenient place to buy al l forms of media intel l igently and conveniently. We
want to do it without a single bias. We don’t want to own our own inventory,
search engine, ad blocker, or social pla`orm. We wil l be efficient, equal and
transparent. We wil l be an open garden for al l to enjoy. EYERETURN MARKETING 19
WHATS OUR FUTURE IN PROGRAMMATIC?