DSPs and Dynamic Creative

AdTech SF 2012

Emily Scott – Director, Marketing KAYAK

DSP + Dynamic Creative = AWESOME

Using a DSP (in our case MediaMath) with integrated dynamic creative technology we can:

Buy impressions in an efficient manner

Manage 1st and 3rd party data sources

Pass relevant information into our

creative

Have a unified view of conversions

across all display buys

When Ads Deliver Relevant Content – They Aren’t Annoying

So Much Data, What to Use?

• Various types of data and information can feed into an ad to make it more relevant and valuable to a potential customer:

• Behavioral• Contextual• Search query

• DSPs can help to streamline both 1st and 3rd Party data and seamlessly integrate it into campaigns

Creepy vs. Not Creepy?

• Just because you “can” doesn’t mean you “should”

• It is a fine line between being relevant, and freaking people out

• Try to be relevant and helpful, but not make customers feel like you are looking over their shoulder

X

Thank you!