+ Display Advertising Landscape MS&E 239 Computational Advertising Yanying Li, Yenan Chen, Ying Chang

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+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems Strategy Oriented Execution Oriented Supportive Intelligence

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

+ Creative Optimization User Geo- locatio n User Purchase History

+ 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 / Privacy Inappropriate Content Geo-Targeting Competitive Separation Ad Placement Fraud Detection OBA (Online Behavioral Advertising) Compliance.

+ Measurement and Analytics Data Traffic source; Visitor type; In page analytics… Understand Customers’ complete conversion cycle Provide insights on Allocation of marketing spending

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems Strategy Oriented Execution Oriented Supportive Intelligence

+ 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 Execution Oriented Agency Also work with publishers

+ 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 This is how it starts to put everything together (1) Identifying Interested Visitors and Visitor Interest

+ Retargeting

+ Retargeting – Successful Factors (2) Crafting Engaging Creative Creative Optimization (3) Delivering Retargeting at Scale Ad Network RTB on Ad Exchange Criteo, first to use RTB (Google Doubleclick) in 2010 (4) Recency and 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”

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems

+ Agency Agency Trading Desk DSP Exchange Horizontal Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems

+ 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 Provide various technology-based tools for publishers to maximize their revenue. e.g Yieldex: tracks every impression on a publisher's site provide a reliable picture of ad inventory on a daily basis.

+ Ad operations + Ad servers To sell, input, serve, target and report on the performance of online ads.

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems

+ 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 Targeted / AMPs Audience management platform Focus on online audience segmentation for publishers e.g AudienceScience

+ Ad networks III Performance-based The hard-to-reach parts of the web, Similar ROI as search. Publishers paid by CPC, CPA e.g AdKnowledge

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems

+ 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 undertake the main trading functionality Many agencies and data provider assist its strategy making process

+ 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 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 Third-party information provider Provide information including: consumer and business credit reporting Tool: analytics, information technology, data aggregation, data integration, and consulting solutionsinformation technologydata aggregation

+ 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.

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems Industry Dynamics - What is changing?

+ 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 Dynamics Social Media Era Social-retargeting Twitter feeds, Facebook, and other social marketing vehicles. Identify, reach and retarget to the top social influencers.

+ Industry Dynamics Consolidation Microsoft Yahoo! Google Where does Google AdWords Platform fit in? “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 Dynamics

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+ 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 Other advertisers 2% 98% $ $ $ $ 20% 80%

+ Thank you! Q&A

+ Agency Agency Trading Desk DSP Exchange Ad Network Vertical/Custom Targeted Networks/ AMPs Performance Mobile DMPs and Data Aggregat ors Data Suppliers Measure ment and Analytics Tag Mgmt Verificati on/Privac y Ad Servers Retargeting Creative Optimizat ion Media Planning and Attribution Sharing Data/So cial Tools SSP Publisher Tools Ad Servers Ad Operations Media Mgmt Sytems