Jiří Malý - How to optimize RTB campaigns – current possibilities of the Czech market MKTFEST
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Transcript of Jiří Malý - How to optimize RTB campaigns – current possibilities of the Czech market MKTFEST
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How to optimize RTB campaigns
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In fact it’s been here for a long time
RTB is quite often perceived as UFO with different principles
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We analyzed media plans of 6 from 20 biggest online spenders and this is what we saw
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We analyzed media plans of 6 from 20 biggest online spenders and this is what we saw
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It seems that clients do fully understand RTB (programmatic)
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But what we get when we define RTB as UFO?
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But this is not only methodical difference, it is a reality Programmatic from buy side Programmatic from sell side
then we have strong market imbalance
When we have in
ADWORDS SKLIK
eTARGET other DSPs
Doubleclick AdX RUBICON PUBMATIC ADMETA
APPNEXUS iBILLBOARD many others
ADWORDS SKLIK eTARGET 1.43 billion Kč
other DSPs and in 0.05 billion Kč
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What happens in a situation of imbalance on market where every impression is auctioned?
Content network "RTB"
optimistic pessimistic optimistic pessimistic
Estimated spend 1 430 000 000 Kč 1 130 000 000 Kč 70 000 000 Kč 50 000 000 Kč
Estimated impressions 8 339 029 763 14 480 352 594 13 605 815 484 24 605 815 484
CPT 171 Kč 78 Kč 5 Kč 2 Kč
avg. CTR 1,7% 1,7% 0,2% 0,2%
CPC 10,09 Kč 4,59 Kč
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What typically publisher (supplier) things is a right approach to solve low demand?
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Single utmost reason for programmatic Programmatic gives possibility to target individual impressions
Non-programmatic Programmatic
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There is a fundamental problem in perception of RTB
Adwords is RTB
Adwords is subset of RTB and this is subset of programmatic
Programmatic
RTB
Adwords
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Adsense? Doubleclick!
<script async src="//
pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script>
<!-- Standard 300x250 -->
<ins class="adsbygoogle"
style="display:inline-block;width:300px;height:250px"
data-ad-client="ca-pub-77080980480484"
data-ad-slot="948038404398"></ins>
<script>
(adsbygoogle = window.adsbygoogle || []).push({});
</script>
<iframe id="google_ads_frame1" name="google_ads_frame1" width="160" height="600"
frameborder="0" src="http://googleads.g.doubleclick.net/pagead/ads?client=ca-pub-28631575757574211&format=160x600&output=html&h=600&slotname=24445661&adk=22656567623&w=160&lmt=1414393148&ea=0&flash=15.0.0&url=http%3A%2F%2Fwww.jednotky.cz%2Ftlak%2Fbar%2F&dt=1414393434340&bpp=15&bdt=556&shv=r20141021&cbv=r20140417&saldr=aa&correlator=37497343494432&frm=23&ga_vid=160340384906.14434393147&ga_sid=1414393147&ga_hid=12434373032&ga_fc=1&u_tz=60&u_his=2&u_java=1&u_h=1080&u_w=1920&u_ah=1046&u_aw=1920&u_cd=24&u_nplug=8&u_nmime=48&dff=times%20new%20roman&dfs=16&adx=1274&ady=147&biw=1899&bih=961&isw=160&ish=600&ifk=895813152&eid=317150304%2C42631002&oid=3&rx=0&eae=2&fc=8&brdim=0%2C0%2C0%2C0%2C1920%2C0%2C1920%2C1046%2C160%2C600&vis=1&abl=CS&ppjl=f&fu=4&ifi=1&dtd=398" marginwidth="0" marginheight="0" vspace="0" hspace="0" allowtransparency="true" scrolling="no" allowfullscreen="true"></iframe>
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What we mean by
Exchange• Adwords• Sklik• Etarget• …
Ad Network• Adactive• Impression Media• Spirit Media• …
SSP• Rubicon• Admeta• Doubleclick AdX• Pubmatic• …
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Maybe this is a reason why programmatic market is not clear
Doubleclick AdX Sklik Etarget SSP Ad Network Programmatic score
Seznam HP x x x x x 0
Youtube.com √ x x x x 1
Rajce.net x √ √ √ x 3
Centrum.cz √ x √ √ x 3
Novinky.cz x √ x √ x 2
Bazos.cz √ x x x x 1
Heureka.cz √ x x x x 1
Blesk.cz x x √ √ x 2
Nova.cz √ √ x x x 2
CSFD.cz √ x x √ √ 3
iPrima.cz √ √ x √ x 3
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Display impressions by network
September 2014
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Estimated split of whole Czech programmatic market
September 2014
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Estimated size of programmatic formats
September 2014
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Mobile programmatic market is quite different
September 2014
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As well as video
September 2014
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Programmatic buying has three key pillars
Let’s focus on details of these pillars
Buying algorithm optimization
Buying algorithm optimization
Buying algorithm optimization Data Quality Inventory Quality
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Buying algorithm optimization
Role of core DSP technology
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Optimizing assignment for DSP
Targeted CPC – what possibilities DSP has to achieve particular CPC when we pay for CPM
How big budget do we need for optimized CPC (same applies to CPA)
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Simple math on algorithmic optimization Expectation (campaign goal) 12 Kč CPC
CPM = 1000 x CTR x CPC
Basic CTR 0.15%
Maximum allowable bid 18 Kč CPM
20% improvement = (basic CTR – optimized CTR) /optimized CTR
Optimized CTR 0.18%
Maximum allowable bid 25.2 Kč CPM
Basic Impressions with 0.15% 538664 impressions = 807 clicks
Optimized Impressions 0.18% 574066 impressions = 1207 clicks
Minimum impressions for 95% confidence interval107732 for 18 Kč CPM114813 for 25.2 Kč CPM
Minimum budget for 95% confidence about 20% CTR improvement 4832 Kč
Standard errorCPC = CPM / (1000 x CTR)
0.012%CPC between 18 Kč – 12 Kč
Minimum impressions for 99% confidence interval269332 for 18 Kč CPM287033 for 25.2 Kč CPM
Minimum budget for 99% confidence about 20% CTR improvement 12081 Kč
Standard errorCPC = CPM / (1000 x CTR)
0.007%CPC between 15 Kč – 12 Kč
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To have 95% confidence that with target of 12 Kč per click and default click rate 0.15% we can safely try to improve click rate by 20% and therefore risk actual click
somewhere between 18-12 Kč we need to invest 4832 Kč
Simple math on algorithmic optimization
Now what parameters which DSP has under control influence click rate (independent variable)
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DSP degrees of freedom
Targeted inventory (actual sites, placements)
Bid (maximum, minimum, variable)
Chosen creative
Geography of user
User attributes*
Frequency
Day and time
System parameters (Device, OS, browser)
Connection speed
ISP
Simplified math for our particular example = 3 parameters (geography + daytime + creative) with 3 attributes (Prague vs Brno, Morning vs Evening, Creative versions) = testing budget = 3x3x4832 = 43.488 Kč
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Small remark Archetype view on media market
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If you are on demand side you better look like this
Or be really intelligent. Ideally
both
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While ideal look on supply side is this
Or being really intelligent. Ideally
both
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RTB = CPM? Or CPC? Or CPA?
Bigger is the base CPC and click rate more expensive is to buy on CPC base
For example in case of 0.5% CTR CPM price of 15 Kč CPC buy is 400% more expensive than opposite version of 15 Kč CPM buy.
Doesn't it make more sense to buy everything on CPC base?
Well it depends... “ ”
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PPC is arbitrage of impressions
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Controlling maximum CPM? Yes. But only separately.
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Why it matters to control maximum CPM.
URL CTR eCPM
www.mimibazar.cz/novy_detail_inzertni_fotografie.php 0.38% 14.66 Kč CPM
www.mimiaukce.cz/novy_detail.php 1.77% 37.90 Kč CPM
pizap.com/pizap-app.php 15.15% 888.50 Kč CPM
www.gamesgames.com/game/klondike-the-lost-expedition 7.22% 407.80 Kč CPM
ef4c9354242589b3.anonymous.google 2.62% 160.70 Kč CPM
memfun.cz/create 50% 3211.47 Kč CPM
memfun.cz 2.39% 119.32 Kč CPM
Would we get that stellar campaign performance with maximum CPM set? Really memfun.cz/creator attract 50% of audience to our campaign?
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ads or fun?
My idea is picture full screen and “ads or fun” on top of it
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Decision influencing information flowing to bidder
User data including unique ID of user known to DSP, site info,
device info, placement data,
bid floor
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Capabilities of adwords, sklik, etarget, “RTB” Adwords Sklik eTarget “RTB”
Formats
text + IAB hlavní + dynamické inzeráty + engagement ads + video inzeráty
text + podmnožina IAB hlavní Podmnožina IAB hlavní
Podle rozhodnutí media (libovolný)
Buying modelsCPC, CPM, CPA, visibility, true view CPC CPC
Nativně: CPMDSP modely: CPA, CPC, visibility,
Targeting
Google zájmyGoogle contextLook-a-like1st party
1st partyKontext
1st partyKontext
1st partyPublisher dataBehaviorálníIn-market
Networks Doubleclick AdX Sklik eTarget + SSP Libovolný SSP zdroj
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DSP vs. trading desk vs. retargetter vs. ad exchange
DSP Doubleclick Bid Manager, MediaMath, Appnexus
Gives full transparency in buying
TD Sociomantic, DataXu, Xaxis, Criteo
Gives limited transparency in buying, can apply arbitrage
“Retargetter” PerfectAudience,AdRoll
Focused on 1st party data targeting, usually does part of the buying through 3rd bidder
Ad Exchange Sklik,Adwords,eTarget
Allows buying on it’s own inventory only
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How does DSP differ from adserver?
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A lot of this could be your programmatic infrastructure
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Inventory Quality
Definition of quality, private marketplaces
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Default maximum CPC 10 Kč
Final CTR: 0.14%
Average final CPC: 5.8 Kč
An example of Adwords campaign
Targeting - interests Categories: Home and garden, Construction and structure, Agriculture and forestry, Doors and windows, Gardening
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Main source of clicks in interests: “Home and garden” URL CTR eCPM
www.mimibazar.cz/novy_detail_inzertni_fotografie.php 0.38% 14.66 Kč CPM
www.mimiaukce.cz/novy_detail.php 1.77% 37.90 Kč CPM
pizap.com/pizap-app.php 15.15% 888.50 Kč CPM
www.gamesgames.com/game/klondike-the-lost-expedition 7.22% 407.80 Kč CPM
ef4c9354242589b3.anonymous.google 2.62% 160.70 Kč CPM
memfun.cz/create 50% 3211.47 Kč CPM
memfun.cz 2.39% 119.32 Kč CPM
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Main source of clicks in context for keywords: “Adidas, Asics, Nike, McKinley”
URL CTR eCPM
www.mimibazar.cz/nove_fotografie.php 0.02% 1.60 Kč CPM
www.mimibazar.cz/foto.php 0.09% 6.14 Kč CPM
www.mimiaukce.cz/nova_aukce.php 8.16% 366.04 Kč CPM
www.stardoll.com/cs/user 0.15% 6.63 Kč CPM
http://www.kaloricketabulky.cz/susene-svestky 100% 7380.00 Kč CPM
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Sklik – main source of clicks in remarketing Site CTR eCPM
Novinky.cz 0.18% 10.69 Kč CPM
Nova.cz 0.19% 10.79 Kč CPM
Prozeny.cz 0.46% 26.27 Kč CPM
Blesk.cz 0.23% 13.39 Kč CPM
Idnes.cz 0.23% 13.57 Kč CPM
Super.cz 0.02% 1.20 Kč CPM
iPrima.cz 0.15% 8.00 Kč CPM
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Data Quality
DMPs, providers
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Data sources
Buying platform packaged data
(visibility, arbitrage,
demographics)
Buying platform native data
Platform integrated data (data exchange deal as source -
DMP)
Publisher packaged data (private deals)
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Czech programmatic marketplace - data Context (Doubleclick Bid Manager native, Appnexus-third-party Grapeshot, CPEX-third-party Demdex, sklik- nativní, Adwords-native)
Visibility (external – DBM pre-negotiated, others e.g. Peer39)
Behavioural (BlueKai, Exelate, Eyeota, HiFive)
Weather (TVTY)
Brand Safety (DBM native, Integral Ad Science, DoubleVerify, Grapeshot)
Synchro TV (Xaxis Sync, TVTY)
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Example of typical costs of data Seznam behavioural - +20% to basis CPM (= cca 2-30 Kč CPM)
CPEx Audience packaged data – 1.9 USD including media space, costs of data unknown (= 41.50
Kč CPM)
Grapeshot semantic context data – 0.12 EUR CPM (= 3.4 Kč CPM)
Adwords behavioral, interests, context – part of CPC arbitrage – price unknown
BlueKai interests – 0.32 USD CPM (= 7 Kč CPM)
Eyeota bizographics – 1.20 USD CPM (= 26 Kč CPM)
DBM Demographics – free inside platform
…
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Control your inventory, data and optimization and make you campaigns fly
Feel free to download this presentation at http://www.programmatic.cz/rtb_explained/