Transcript Lecture 08 in-class pres2x

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Display Advertising Landscape
MS&E 239 Computational Advertising
Yanying Li, Yenan Chen, Ying Chang
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Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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Strategy Oriented
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Execution Oriented
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Supportive Intelligence
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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Creative Optimization
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Put the right message in front of the right customer

Generate custom-tailored ad creative according to user data
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Creative Optimization
User
Purchase
History
User
Geolocatio
n
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Verification / Privacy
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Traffic quality solution provider

Serve Agencies
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Verification: Verified Placement = Campaign Health
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Optimization: Advanced Analytics = Increased ROI
Serve Ad Networks
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Verification: Ad Visibility = Campaign Assurance
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Optimization: Advertiser Data = Loyal Clients
Real-time Traffic scoring
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Verification / Privacy
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Inappropriate Content
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Geo-Targeting
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Competitive Separation
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Ad Placement
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Fraud Detection
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OBA (Online Behavioral Advertising) Compliance
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Measurement and Analytics
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Data


Understand


Traffic source; Visitor type; In page analytics…
Customers’ complete conversion cycle
Provide insights on

Allocation of marketing spending
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Strategy Oriented
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Execution Oriented
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Supportive Intelligence
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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Agency + Agency Trading Desk

Agency
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Marketing and advertising strategy

4 Major Agencies control the majority
(80%+) ad spend

Agency Trading Desk

Agencies consolidated
their real time buying
efforts into trading
desks

Work with multiple DSPs
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Ad Server

Execution Oriented Agency

Also work with publishers
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Retargeting – How and Why?
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Converts window shoppers into buyers
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Why?
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More than 95% of website visitors leave before making a
transaction.
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Retargeted customers are 70% more likely to complete a sale.
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Retargeting – Successful Factors
This is how it starts to put everything together
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(1) Identifying Interested Visitors and Visitor Interest
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Retargeting
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Retargeting – Successful Factors
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(2) Crafting Engaging Creative
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Creative Optimization
(3) Delivering Retargeting at Scale
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Ad Network
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RTB on Ad Exchange
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“Every time we have
moved a publisher from
non-RTB to RTB we have
increased spend by 3-5
times”
Criteo, first to use RTB (Google Doubleclick) in 2010
(4) Recency and Frequency
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DVD, travel
Vs.
Luxury goods
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“Lexus is250”
Vs.
Multiple searches within category
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Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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Agency
Trading
Desk
Horizontal
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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Supply Side Platform (SSP)

Enabling publishers to manage their ad impression inventory
and maximize revenue from digital media
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Automate and optimize the selling of publishers’ online media
space.
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Publisher Tools
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Provide various technology-based tools for
publishers to maximize their revenue.
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e.g Yieldex:
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tracks every impression on a publisher's site
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provide a reliable picture of ad inventory on a daily basis.
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Ad operations + Ad servers
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To sell, input, serve, target and report on the performance of
online ads.
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Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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Ad networks I
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Horizontal
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Extensive and generic inventory
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Offer a massive reach for advertisers and pulishers
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e.g AOL advertising
Vertical

Target a relevant and specific demographic
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Connect advertisers and publishers that share the same interests
or belong to the same industry.
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e.g Glam: A blog network featuring fashion, celebrity fashion, and
style tips.
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Ad networks II
Targeted / AMPs
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Audience management platform
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Focus on online audience
segmentation for publishers
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e.g AudienceScience
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Ad networks III
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Performance-based
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The hard-to-reach parts of the web,
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Similar ROI as search.

Publishers paid by CPC, CPA
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e.g AdKnowledge
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Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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DSPs (1)
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Provides the technology, strategy, services and insights to
trade effectively across advertising exchanges and supply
sources on behalf of agencies.
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DSPs (2)
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DSPs undertake the main
trading functionality
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Many agencies and data
provider assist its strategy
making process
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Media Planning and Attribution
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Media Agency
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Media planning
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Entails finding the most appropriate media platforms for a client's
brand or product
Attribution: a media planning tool
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Determine how credit is assigned for an action or "conversion.“
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DMPs and Data Aggregators
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Data aggregators for the most part
are focused on buying data from
publishers and data sources so
that they can then package that up
to advertisers
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Bluekai & Exelate lead the ‘intent’
data creation helping advertisers
to target on new variables like
‘auto intent to buy’
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Data Supplier
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Third-party information provider
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Provide information including:
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consumer and business credit reporting
Tool:
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analytics, information technology, data aggregation, data
integration, and consulting solutions
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Exchange
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Exchange: a real-time
marketplace
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Main players: ad
networks, agency
holding companies, and
emerging third-party
technology providers

Function: maximize ROI
across millions of sites.
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Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
Industry Dynamics - What is changing?
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Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
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Industry Dynamics
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Mobile sector rising rapidly
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Five trends to watch
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Continued importance of SMS
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Experimentation with rich media
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Mobile sites vs. Mobile apps
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Interest in Geo-Location
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The Growth of Mobile Video
Impacts on landscape
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Richer media resources
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Different user data profile
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New dimensions to optimize
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Industry Dynamics
Social Media Era
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Social-retargeting
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Twitter feeds, Facebook, and
other social marketing vehicles.
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Identify, reach and retarget to the
top social influencers.
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Industry Dynamics
Where does Google AdWords Platform fit in?
Why is Google doing this?
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Consolidation
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Microsoft
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Yahoo!
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Google
“One incredible simulation of the
practically inundating world of advertising
is the Google AdWords platform, which is
almost a perfect display of competitive
advertising, or at least how competitive
advertising should work.”
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Industry Dynamics
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Industry Dynamics
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Industry Dynamics
Pros

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
Better user experience

Comprehensive solution

Higher transparency
Better serving the 98% of advertisers and catch the 80% of revenue!
2%
Big Internet
retailers,
Fortune 500's
98%
Other
advertisers
$
20%
$
80%
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Thank you!
Q&A
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Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations