display advertising landscape ms e 239 computational advertising n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Display Advertising Landscape MS &E 239 Computational Advertising PowerPoint Presentation
Download Presentation
Display Advertising Landscape MS &E 239 Computational Advertising

Loading in 2 Seconds...

play fullscreen
1 / 43

Display Advertising Landscape MS &E 239 Computational Advertising - PowerPoint PPT Presentation


  • 119 Views
  • Uploaded on

Display Advertising Landscape MS &E 239 Computational Advertising. Yanying Li, Yenan Chen, Ying Chang. Exchange. Ad Network. DSP. Agency. Agency Trading Desk. Sharing Data/Social Tools. SSP. Vertical/Custom. Publisher Tools. Creative Optimization. Media Planning and Attribution.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Display Advertising Landscape MS &E 239 Computational Advertising' - nat


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
display advertising landscape ms e 239 computational advertising

Display Advertising LandscapeMS&E 239 Computational Advertising

Yanying Li, Yenan Chen, Ying Chang

slide3

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

slide4

Strategy Oriented

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

Supportive Intelligence

Execution Oriented

creative optimization
Creative Optimization
  • Put the right message in front of the right customer
  • Generate custom-tailored ad creative according to user data
creative optimization1
Creative Optimization

User Purchase History

User Geo-location

verification privacy
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 privacy1

.

Verification / Privacy
  • Inappropriate Content
  • Geo-Targeting
  • Competitive Separation
  • Ad Placement
  • Fraud Detection
  • OBA (Online Behavioral Advertising) Compliance
measurement and analytics
Measurement and Analytics
  • Data
    • Traffic source; Visitor type; In page analytics…
  • Understand
    • Customers’ complete conversion cycle
  • Provide insights on
    • Allocation of marketing spending
slide10

Strategy Oriented

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

Supportive Intelligence

Execution Oriented

agency agency trading desk
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
Ad Server
  • Execution Oriented Agency
  • Also work with publishers
retargeting how and why
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
Retargeting – Successful Factors

This is how it starts to put everything together

  • (1) Identifying Interested Visitors and Visitor Interest
retargeting successful factors1
Retargeting – Successful Factors
  • (2) CraftingEngaging Creative
    • Creative Optimization
  • (3) DeliveringRetargeting at Scale
    • Ad Network
    • RTB on Ad Exchange
      • Criteo, first to use RTB (Google Doubleclick) in 2010
  • (4) Recencyand 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”

slide17

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

slide18

Exchange

Horizontal

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

supply side platform ssp
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
Publisher Tools
  • Provide various technology-based tools for publishers to maximize their revenue.
  • e.gYieldex:
    • tracks every impression on a publisher's site
    • provide a reliable picture of ad inventory on a daily basis.
ad operations ad servers
Ad operations + Ad servers
  • To sell, input, serve, target and report on the performance of online ads.
slide22

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

ad networks i
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
Ad networks II
  • Targeted / AMPs
    • Audience management platform
    • Focus on online audience segmentation for publishers
    • e.gAudienceScience
ad networks iii
Ad networks III
  • Performance-based
    • The hard-to-reach parts of the web,
    • Similar ROI as search.
    • Publishers paid by CPC, CPA
    • e.gAdKnowledge
slide26

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

slide27

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

dsps 1
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 (2)
  • DSPs undertake the main trading functionality
  • Many agencies and data provider assist its strategy making process
media planning and attribution
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
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
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
  • 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.
slide34

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

slide35

Industry Dynamics - What is changing?

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems

industry dynamics
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 dynamics1
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 dynamics2
Industry Dynamics

Where does Google AdWords Platform fit in?

  • Consolidation
      • Microsoft
      • Yahoo!
      • Google
  • “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 dynamics5
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

2%

$

20%

$

Other advertisers

80%

98%

slide43

Exchange

Ad Network

DSP

Agency

Agency Trading Desk

Sharing Data/Social Tools

SSP

Vertical/Custom

Publisher Tools

Creative Optimization

Media Planning and Attribution

DMPs and Data Aggregators

Targeted Networks/ AMPs

Performance

Tag Mgmt

Retargeting

Ad Servers

Data Suppliers

Mobile

Ad Servers

Measurement and Analytics

Verification/Privacy

Ad Operations

Media MgmtSytems