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AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and

‘Winning’ in the New Media Marketplace

Cat Spurway-HeplerSVP Strategy & Marketing, PointRoll

cspurway@pointroll.com

#DigitalSoup

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Let’s get interactive…

Ask Questions!

Follow @PointRoll

Tweet along! #DigitalSoup

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What we’ll cover:

1. Key Concepts and Terms to Know

2. The Landscape: Putting it All Together

3. Where PointRoll Fits and Early Data on Effectiveness

#DigitalSoup

AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in

the New Media Marketplace

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Key Concept to New Media Models

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SUPPLYDEMAND• Ad Inventory

• Sites, Exchanges, Networks

• Display, Mobile, Video

• Standard or Rich Media

• Maximize Yield/$$

• Audience

• Advertisers/Agencies

• Digital Ad Campaigns – Display, Mobile, Video

• Automated, Targeted, Auto-Optimized

• Stronger, Cost-effective and Measurable ROI

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Cost Effective =

The MOST Out of Every Impression Served

Not...

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CHEAPMEDIA

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‘Winning’= Value

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Key Terms in the New Media Marketplace

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RTB: Real Time Bidding

What you need to know:• A lot like trading • Each ad impression is sold off to the highest bidder in real-time,

as a user’s browser loads an ad unit• Ad buyers can be more selective and specific about which ad

impressions they want to buy

• For publishers, the promise is higher CPMs and “Yield Optimization”

• No longer just remnant

#DigitalSoup

Demographics

GeoBehavior

Interest

AND MORE!

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SSP: Supply Side Platform

#DigitalSoup

What you need to know• A “supply-side" platform is a tool/technology platform for publishers to plug-in

available inventory

• Ad Exchanges function much like an SSP

• Optimize the price of available audience/inventory, get the best CPM for each

impression; selling inventory via RTB to the highest bidder

• Rate is driven by potential audience; premium content that attracts desirable

viewers can generate higher rates

• SSPs coordinate online consumer tracking across their inventory with demand-

side platforms through cookie-synching; enables targeting/retargeting

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DSP: Demand Side Platform

What you need to know

• A "demand-side" platform is a dashboard/technology for ad buying, including real-time bidding

• Audience is key

• Includes targeting, optimization and reporting capabilities designed to provide greater control over pricing, targeting, and campaign management

• Eliminate some inefficiencies of traditional buying via automation and advanced analytics

• About optimizing and driving value out of every impression

• Win-win relationship based on how the advertiser/agency value the impression

#DigitalSoup

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AMP & DMP: Audience/Data Management Platform

What you need to know

• Gathering, managing and leveraging first and third party data

• Creating audience data pools and segments, micro-segments

• Site buy using that publishers data singularly; with each campaign you are starting back at square 1

• Data stays “alive” and evolves with each campaign

• AMP/DMP allows you to find your audience across publishers and continue learning about your audience with each campaign and ad served

#DigitalSoup

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Audience Management Directly with the Site

Publisher 1 Publisher 2 Publisher 3

User Profile 1

User Profile 2

User Profile 3

Geo, Demo, Behavioral

Geo

Geo

Geo

Demo

Geo/Demo

Geo/Demo

Nothing

Geo/Demo

Places: Publisher

• Pub direct data is strong

• Campaigns perform

• Limits cross-site reporting; no sharing of data across pubs

• Lose track of user

• Frequency layers make it more difficult to:

• Message and control across devices

• Learn across pubs

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Audience Management with AMP/DMP

Publisher 1 Publisher 2 Publisher 3

User Profile 1

User Profile 2

User Profile 3

Geo, Demo, Behavioral

Geo

Geo

Geo

Demo

Geo/Demo

Geo/Demo

Nothing

Geo/Demo

People: 3rd Party and Audience Management Platforms

• Comprehensive audience management aggregating user data from multiple sources

• You own the data and can leverage across campaigns, publishers and providers

• Central Reporting

• Longer term strategy

• Publisher user data may be stronger than cross publisher, but it will strengthen over time

Audience Management

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DCO: Dynamic Creative Optimization

What you need to know

• Delivering the right ad to the right user at the right time

• Each impression’s creative/message needs to be relevantto each audience segment

• No point in having dataavailable and not tailoringthe message

• Can deliver and optimize creative based:

- Audience

- Media performance

- Interactivity/action

- Key metric/performance

- Ad serving/sequencing

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The Landscape: Bringing It All Together

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Agency Trading Desks

What you need to know

• Similar to financial “Traders” and analysts/strategists

• Extension of the agency/part of the holding company focused on more effective, efficient buying and optimization

• Take advantage of the “open” RTB marketplace

• Proprietary interface; amass and analyze data, spending, campaign management may even have a DMP/AMP or DSP as part of Trading Desk platform

• Provide a service layer; understand the landscape, third party data, algorithms, and analysis, create strategies and buy

• Advertisers can work directly with DSPs or through their agencies trading desk

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R T

B

The Landscape

Publishers(Supply)

Manage Yield/Monetize Inventory

Agencies / Advertisers(Demand)

Audience/ Pay What

Imp is Worth

SSPsAd

ExchangesDSPs

Trading Desks

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Where Does PointRoll Fit?

Publishers(Supply)

Manage Yield/Monetize Inventory

Agencies / Advertisers(Demand)

Audience/ Pay What

Imp is WorthTrading Desks

AMP/DMPData Providers

Standard, Rich Media Ad-Serving and Dynamic Creative Optimization

R T

B

SSPsAd

ExchangesDSPs

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Creative and Targeting: PointRoll’s Media Multipliers

Audience Data for Media EnhancementWork with DSPs, networks and exchanges to create audience profiles based on geo, demo, in market buyers and look-a-likes; use those to drive creative

Creative

Dynamic Creative Versioning• Dynamically create, deliver custom creative/messages• Standard and rich media

Dynamic Creative Optimization Pass audience/media knowledge into creative todynamically generate the most relevant experience at run time

• Formats and features can increase performance• Advanced flash• Interactive non-expandables• Interactive expandables• Enable with SSPs, etc.

• Video• Photo galleries• Hot spotting• Much more!

40%Lift in Click Through Rate

Expandables

3xCTR Lift

Dynamic Optimization

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‘Winning’= Value

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Winning in the New Media Marketplace

New media marketplace is about value; don’t think of it as cheap media

Doesn’t eliminate publisher direct buying, or other methods of reach

Data strengthens your campaign – creative and performance

Right Message, Right User, Right Time, at the Right Price

Keys for advertisers/agencies:• Delivery at scale• Automation, efficiencies • Verification• Optimization• Reporting • Performance and enhanced ROI

#DigitalSoup

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The Big Picture – 5 Key Ingredients to Digital Success

Insights

Reporting/Analysis

Optimization

Metrics/KPIs

Future Decisions

Evaluate ROI

MediaAllocation/

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Questions? Comments? Favorite Recipes?

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Learn More!

Just ask! – Contact your rep or info@pointroll.com

PointRoll Blog: blog.pointroll.com

Facebook: www.facebook.com/PointRoll

Twitter: @PointRoll

Thank you!