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Display Advertising LandscapeMS&E 239 Computational Advertising

Yanying Li, Yenan Chen, Ying Chang

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

Strategy Oriented

Execution Oriented Supportive Intelligence

+Creative Optimization

Put the right message in front of the right customer Generate custom-tailored ad creative according to user

data

+Creative Optimization

User Geo-location

User Purchase History

+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

+Verification / Privacy

Inappropriate Content Geo-Targeting Competitive Separation Ad Placement Fraud Detection OBA (Online Behavioral Advertising) Compliance

+Measurement and Analytics Data

Traffic source; Visitor type; In page analytics…

Understand Customers’ complete conversion cycle

Provide insights on Allocation of marketing spending

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

Strategy Oriented

Execution Oriented Supportive Intelligence

+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

+Ad Server

Execution Oriented Agency Also work with publishers

+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.

+Retargeting – Successful Factors

This is how it starts to put everything together

(1) Identifying Interested Visitors and Visitor Interest

+Retargeting

+Retargeting – Successful Factors (2) Crafting Engaging Creative

Creative Optimization

(3) Delivering Retargeting at Scale Ad Network RTB on Ad Exchange

Criteo, first to use RTB (Google Doubleclick) in 2010

(4) Recency and 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”

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

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Agency

Agency

Trading Desk

DSP Exchange

Horizontal

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

+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.

+Publisher Tools Provide various technology-based tools for

publishers to maximize their revenue. e.g Yieldex:

tracks every impression on a publisher's site provide a reliable picture of ad inventory on a daily

basis.

+Ad operations + Ad servers To sell, input, serve, target and report on the

performance of online ads.

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

+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.

+Ad networks II

Targeted / AMPs Audience management

platform Focus on online audience

segmentation for publishers

e.g AudienceScience

+Ad networks III Performance-based

The hard-to-reach parts of the web, Similar ROI as search. Publishers paid by CPC, CPA e.g AdKnowledge

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

+DSPs (1)

Provides the technology, strategy, services and insights to trade effectively across advertising exchanges and supply sources on behalf of agencies.

+DSPs (2)

DSPs undertake the main trading functionality

Many agencies and data provider assist its strategy making process

+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.“

+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’

+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

+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.

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

+

Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems

Industry Dynamics - What is changing?

+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

+Industry Dynamics

Social Media Era Social-retargeting

Twitter feeds, Facebook, and other social marketing vehicles.

Identify, reach and retarget to the top social influencers.

+Industry Dynamics

Consolidation Microsoft Yahoo! Google

Where does Google AdWords Platform fit in?

“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?

+Industry Dynamics

+Industry Dynamics

+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

Other advertisers

2%

98%

$

$

20%

80%

+Thank you!Q&A

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Agency

Agency

Trading Desk

DSP Exchange

Ad Network

Vertical/Custom

Targeted Networks/ AMPs

Performance

Mobile

DMPs and Data

Aggregators

Data Supplier

s

Measurement and

Analytics

Tag Mgmt

Verification/

Privacy

Ad Servers

Retargeting

Creative Optimiza

tion

Media Planning

and Attributio

n

Sharing Data/Social Tools

SSP

Publisher Tools

Ad Servers

Ad Operations

Media Mgmt Sytems