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Display Advertising Landscape MS &E 239 Computational Advertising

Display Advertising Landscape MS &E 239 Computational Advertising. Yanying Li, Yenan Chen, Ying Chang. Exchange. Ad Network. DSP. Agency. Agency Trading Desk. Sharing Data/Social Tools. SSP. Vertical/Custom. Publisher Tools. Creative Optimization. Media Planning and Attribution.

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Display Advertising Landscape MS &E 239 Computational Advertising

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  1. Display Advertising LandscapeMS&E 239 Computational Advertising

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