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Final

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by

Hossein Golhosseini

on 16 October 2018

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Transcript of Final

Ad Server
SSP
DMP
Ad exchange
DSP#1
Agency
Trade desk
Ad Server
Publisher
Yield management
Problems & solutions
Waterfalling
Publisher adserver
(Direct sales )
Demand source #1
Demand source #1
Demand source #1



Visitor load page
Floor Price = 10$
9$
11$
15$
No
Sales
Direct sales
premium network
Network#1
Network#2
Header Bidding



Visitor load page
Floor Price = 10$
11$
10$
Time
Demand source #1
Demand source #2
Demand source #3
9$
50ms
Fill rates %
CPM$
LOW
LOW
High
High
Data provider
Advertiser #4
Ad Server
DSP#2
Advertiser #3
Advertiser #2
Advertiser #2
Open auction
Automated Guaranteed
Direct order
Advertiser #4
Programmatic
direct
vendor

Ad
network

Publisher
Adserver
first party ad server
Advertiser
3rd party ad server
Publisher #2
Adserver
first party ad server
Publisher #3
Adserver
first party ad server
Advertiser
#2
Advertiser
#3

What is a data management platform
DMP
1st Party data
2nd Party data
3st Party data
Collect, store, classify, analyze, distribute, and manage large quantities of data from various sources

Publisher, DSP, Advertiser,SSP &....
website & email
Personalization
Advertising
Site analytics
Email database
offline (email &...)
Search data
Adserver data
Data provider &
vendor
Like : 33across
Relevance
Accessibility
Competitiveness
Reach
Relevance
Accessibility
Competitiveness
Reach
Relevance
Accessibility
Competitiveness
Reach
Data collection
Data Normalization
Data Enrichment
Segmentation
Activation
1
2
3
4
5
1
2
3
4
Source: piwik
Gathering IDs from web cookies.
Deleting redundant or useless data.

Transferring the source’s data schema to
the DMP’s data schema.

Enriching the data with additional data points
such as Geo-location and
OS/browser attributes.

Source :Piwik
Profile building
4
New levels of data targeting
1
Look Alike Modeling
Cookie Syncing
look-alike models are used to build larger audiences from smaller segments to create reach for advertisers
Data sources used by advertisers for look Alike modeling

Image CC : connexity.com , Clearcode
Campaign reach
Acquisition Costs
Efficient Ad Spending
Seed data or audience
user visits a website
DSP
DMP
Internal profile Id
DSP's ID
DMP's ID
DSP creates a unique cookie ID
Cookie-matching table
1
2
2
DSP calls a pixel URL supplied by DMP and includes the cookie id as a parameter in the pixel URL call
Create a cookie id
4
3
DMP reads its own domain cookie
If one doesn’t exist, then the server creates a cookie ID of its own
5
DMP stores the information about its own ID and the ad exchange’s ID in a cookie-matching table
xghja
87263
sw932
SSP, DMP, DSP, Agency
Advertising Age
sales driven by new customers were 2.5x higher following data onboarding than in previous campaigns
Forrester:
Dutch telecom Altice
Teads
Singtel
Turn
$310 million
Telenor
Tapad
$360 million
Verizon’s
AOL
challenge
$4.4 billion
AT&T
AppNexus
$1.6 billion
$300 million
Priority?
What do I know about the consumer?
Premium advertiser
open auction
Supply side platform
Have I seen this consumer before?
Data management platform
Women
30 years old
fashion
Demand-side platform
How much you are wiling to pay for
SOLD!
Partnership
$5 /CPM
Women
25-30 years old
Fashion-Travel
Preferred Deal - Unreserved fix rate
Privet market place (PMP)-Privet auction ( Deal ID)
Programmatic Guaranteed
Programmatic Direct
Bidder
Advertiser
Cons
Pros
Fully automated
Targeted &
Audience base
Maximum reach
Efficient Pricing
Accessible
Relationship
Lowest Priority
Unpredictable
Delivery
Advertiser
Cons
Pros
Automated
Targeting
Ad server
Priority
Guaranteed
Volume
Detached
Relationship
Limited
Adoption
Isolated
Platforms
Premium
Prices
Advertiser
Cons
Pros
First Look
Premium
Inventory
Integrated
Buying
Quasi
Automated
Non-Guaranteed
Inventory
Limited Adoption
Bid request
Auctions
Second-Price
wining price
Clear Price
second-highest bid + $0.01
First-Price
Price floor
Dynamic price floor
Image cc: clearcode
Image cc: clearcode
DSP vs Adnetwork

DSP vs DMP

SSP vs Exchange
PMP
One publisher - One buyer
Pricing : Fixed price deal
Inventory guarantee: Fixed volume
Delivery: Programmatic direct platform +
publisher adserver
Higher Prices
Powerful
Targeting
Human
Relationship
One publisher - Selected buyer
Pricing : Auction and Deal ID
Inventory guarantee: Non-guaranteed
Delivery: DSP/ RTB with Deal ID
One publisher - one buyer
Pricing : Fixed price
Inventory guarantee: fixed volume
Delivery: DSP
One publisher - one buyer
Pricing : Fixed price deal
Inventory guarantee: Non-guaranteed
Delivery: DSP
Cons
Pros
First Look
Premium
Inventory
Integrated
Buying
Quasi
Automated
Higher Prices
Powerful
Targeting
Human
Relationship
Cons
Pros
First Look
Premium
Inventory
Integrated
Buying
Quasi
Automated
Non-Guaranteed
Inventory
Higher Prices
Powerful
Targeting
Human
Relationship
Programmatic guaranteed
Many publishers - Many buyers
Pricing : Dynamic
Inventory guarantee: Non-guaranteed
Delivery: DSP

Holistic adserver
Client side
Server side
Phase 1
Phase 2
Phase 3
Phase 5
Image CC: adexchanger
website & app personalization
Email
Programmatic media buying
Display ad
Marketing Technology as Competitive Advantage
Fraud
Ads.txt
Ads.cert

Hossein Golhosseini
#MadTechNerds episode 1 :
Iran the hell of Adtech & Martech
www.Analytics.WTF
Wrappers
PMP
Phase 4
Image cc: adexchanger
Full transcript