for native mobile apps: what it is and why it matters - adrienne gauldie
TRANSCRIPT
RTB FOR NATIVE MOBILE APPS: WHAT IT IS AND WHY IT MATTERS
Session Roadmap Who am I? Quick RTB Background What is RTB? Why does it matter?
Who am I?
Background in mobile marketing◦ Supplier side◦ Publisher side◦ Agency / DSP◦ Data
Mobile Advertising at Criteo
Adrienne Gauldie
07760 276331
State of RTB ‘More publishers are participating in programmatic trading, and certainly in private marketplaces, which in 2Q14 accounted for 27% of total programmatic ad spend. Programmatic rich media grew an astounding 559%, and now accounts for 10% of media traded across the continent.
Not surprisingly, programmatic mobile saw impressive gains from Q213 to Q214 with spending for smartphone inventory leaping by 894%, and tablets by 973%. Today, mobile and tablet account for 25.69% of total programmatic ad spend. It’s worth noting that ad spend targeting tablets (13.75%) exceeds that of smartphones (11.94%).’
Adform RTB trend report 2014 Q2Read more at http://www.iabuk.net/research/library/adform-rtb-trend-report-2014-q2#Dhr3W4PgSjuoIrJr.99
Basics
RTB – Desktop vs Mobile Tracking issue Cookies? UDID, Mac Address, Open UDID, IDFA
8Why does it matter?Make display perform
At the right timeTo the right userThe right ad
Optimized for sales
Tracking and Transparency◦ Transparency:
◦ Cost◦ Quality◦ Attribution of Value◦ Shady deals – where is your inventory coming from?
◦ Native apps = No cookies! ◦ RTB requires tracking and some standardisation◦ IDFA
Exchanges / SSPs Mopub – mostly in-app, acquired by Twitter
Nexage – moving more and more to in-app
Google AdEx
Rubicon – Desktop, moving to mobile
Smaato
Inneractive
DSPs…
Adfonic (Madison)
AdBrain
Amobee
AppNexus
Blu Trumpet
DataXu
Everyscreen Media
Fiksu
Go2mobi
GrowMobile
InviteMedia
iPinYou
LiquidM
MdotM
MediaMath
MetaResolver
Plethora Mobile
PocketMath
Splicky
StrikeAd
Tapad
TapHeaven
TapTica
Trademob
Turn
What can you do in theory? Retargeting Negative targeting Geo targeting Demographic and behavioural targeting Cross device audience extension
What is possible today?
Retargeting Test and see what works.
14
Product recommendation & prediction
2 core technologies :
CTR + Engagement increase
Prediction engineMost of the uplift/value probably comes from the prediction engine
Chose the right users / advertiser / publisher to display
Recommendation engine
Chose the right content to display
The Criteo In-App Retargeting Experience So far…All of our in app campaigns are post-click ROI positive including games
Gaming: CPCs start from $0.11-2% CTRROI: 2:1 to 4:1
