Audience based planning

7

Audience planning

What are we talking about?

• Performed a desired set of actions/behaviors

• User characteristics

• Purchases or researches product information

• Content

• Context

• Demographics

Profile Based

Planning

Audience Based

Planning

Loyalty

Awareness

Preference

Purchase

CustomerMost likely customer Sports fans

18-49 year olds

Small business content

What are we talking about?

Using digital data to create custom audiences and reach them across multiple websites with the most relevant message

Why is it happening now?

Data Availability Auction-based Buying

Models Dynamic Optimization

Technologies

• Proliferation of available data sources

• Publishers becoming data providers

• Decreasing cost of access to data

• Publishers bypassing ad networks and selling non-guaranteed inventory to ad exchanges

• Ad exchanges moving from blind / low quality inventory to transparent / higher quality

• Access to inventory at scale

• Demand-side platforms dynamically bidding for ad impressions available in exchanges

• Intelligent bid management for the most valuable users / content

• Global campaign reach, frequency and pacing controls

Apply data and technology to improve the value and performance of media

inventory

Opportunity

Advertiser

Agency

Publisher

Consumer

First we had Ad Exchanges

• An Ad Exchange is an auction for display advertising – it connects buyers and sellers electronically

• Sellers list ad impressions, buyers bid for each impression and the highest bidder wins – in order to bid, you need a “seat” on the exchange

• Ad Exchanges conduct an auction for every single ad impression – it’s a second price auction so the winner pays a tiny fraction more than the next highest bid

• Some exchanges support “RTB” (real-time bidding) which allows buyers to bid in real time within each auction

Ad Exchange

Publisher

Impression

Advertise

rBid

Advertiser

Advertiser Bid

Bid

Where do DSPs fit in?

DSP

Ad Exchange

Advertiser

Bid

Ad

Exchange

Ad

Ex

chan

ge

Data Provider

Publisher

Impression

• Publishers can only list a single impression on a single exchange, but the same consumer might be found across several publishers and therefore exchanges

• DSPs (Demand Side Platforms) give agencies/advertisers access to a single point of management for all Ad Exchanges

• DSPs support the integration of 3rd party data from Data Providers to power improved targeting capabilities

Let’s make it even more complicated…

DSP

Advertiser

Bid

Ad Ex

change

Ad

Exchan

ge

DMP

Data ProviderD

ata

Pro

vider

Data

Provider

SSP

Publisher Publisher

Pub

lish

er

• SSPs (Sell Side Platforms) allow

publishers to maximise yield from multiple

inventory sources

• DMPs (Data Management Platforms)

enable advertisers to manage both their

internal data and the acquisition of data

from 3rd party data providers

16

Advertiser

Agency

Trading Desk

DSP

Publisher

SSP

Consumer

AD EXCHANGES

DMP

Putting data into a framework…

Demand Generation $

INTEREST MODELED

DATA INTENDER

SEARCH RETARGETING

RETARGETING CUSTOMER AUDIENCE

DISCOVERY

Revenue Capture

Demonstrated Affinity

Inferred Affinity ! ≈

Q&A