4 en criteo - big-dataweek - big data and criteo - april 2015
TRANSCRIPT
Copyright © 2014 Criteo
23 April 2015
BIG DATA & CRITEO
Andreas Misera – Operations Director Fast Growing Markets@ Criteo
Copyright © 2014 Criteo
9,000+ PUBLISHERS1
130+ COUNTRIES1
1bn REACHED MONTHLY3
7,000+ ADVERTISERS
1
1- Criteo February 2015
90%RETENTION
RATE2
| 2- Annual rate 2014 | 3- comScore MMX, Decembre 2014
Copyright © 2014 Criteo
Global presence
AMSTERDAM
STOCKHOLM
MUNICH
MILANO
PARIS
LONDON
CHICAGO
BOSTON
NEW-YORKPALO ALTO
SAO PAULO
BEIJING
SEOUL
TOKYO
SYDNEY
MOSCOW
SINGAPORE
24 OFFICES, 15 COUNTRIES, 1300+ EMPLOYEES
Copyright © 2014 Criteo
Our mission in Online Advertising
TARGET THE
RIGHT USER
AT THE RIGHT TIME WITH THE
RIGHT MESSAGE
BASED ON AN ENGAGEMENT MODELTURNING BROWSERS INTO BUYERS
Copyright © 2014 Criteo
How does it work?
3 CRITEO DIPLAYS A PERSONALIZED BANNER TO THE USER
GO GOGO
Powered by
Copyright © 2014 Criteo
How does it work?
4 AFTER A CLICK ON THE BANNER THE USER GOES BACK TO
A PRODUCT PAGE
Copyright © 2014 Criteo
Bring back lapsed customers, prospect for new customers
LAPSED CUSTOMERS
NEW CUSTOMERS
Copyright © 2014 Criteo
The right product, to the right person, at the right time
CLIENT PLATFORM PUBLISHER PLATFORM
CLIENT PERFORMANCE
MANAGEMENT
REAL-TIME
REPORTING ANALYTICS
INVENTORY
MANAGEMENT
REAL-TIME
REPORTING ANALYTICS
DATA
CPC CPM
CUSTOMER REAL-TIME
OFFERCHECK-OUT & PURCHASE
Copyright © 2014 Criteo
Big data is a journey that never ends for us….
Criteo launches
the performance display
on Desktop
Criteo launches its
solution on Social
Criteo launches
its solution
on Mobile Web
2008 2012 2013
Criteo launches its
solution on Email
20142014
Criteo launches its
In-app solution
Copyright © 2014 Criteo
Deep, granular and actionable shopping intent data
$430BN SALES¹
PRODUCT SKU PRICING AVAILABILITY
VIEWED CLICKED CHECKOUT BOUGHT
BROWSING PATTERN PROFILE CRM
CONTEXT BIDS PLACEMENTS FORMATS
IMPRESSIONS VIEWS CLICKS CONVERSIONS
UNIQUE CLIENT DATA
CRITEO
PROPRIETARY DATA
FEEDING
FEEDING
1 WE OBSERVED OVER $430 BILLION IN SALES TRANSACTIONS ON OUR CLIENTS’ WEBSITES IN 2014, WHETHER OR NOT A CONSUMER SAW OR CLICKED ON A
CRITEO ADVERTISEMENT.
Copyright © 2014 Criteo
Criteo’s value depends on 3 core technologies
CHOSE THE RIGHT PRODUCT
TO DISPLAY
RECOMMENDATION
ENGINE
CHOSE THE RIGHT USERS /
ADVERTISER / PUBLISHER TO
DISPLAY
PREDICTION ENGINE
CREATIVE ENGINE
DYNAMIC CREATIVE
OPTIMIZATION
Optimized
on
CTR
+
CR
+
Order Value
Copyright © 2014 Criteo
Personalized Ads
MATCHES SEARCHERS’ INTENT WITH
PERSONALIZED BANNERS AT THE PRODUCT LEVEL.
Copyright © 2014 Criteo
The Engine optimizes each banner in real time
6ms
Buttons
all original #represent
SHOP NOW
ColoursBackground Layout
WARM MEETS LIGHT
SWEET NOTHING
ADDIDAS IS ALL IN
ALL ORIGINALS #REPRESENT
Slogans
JOIN NOW
SEE MORE
CLICK HERE
Call to actions
Opt-out link
JOIN NOW
SEE MORE
CLICK HERE
SHOP NOW
SHOP NOW
JOIN NOW
JOIN NOW
Copyright © 2014 Criteo
More and more variables for better prediction performance
CTR-CR
Display
Button
Category Color
Layout
Repetition
Ratings
User’s Activity
Publishers
Behaviour
Engagement
Language
6VARIABLES
AND MORE…
15VARIABLES
100+VARIABLES
Viewed products
Destination
Copyright © 2014 Criteo
Huge volumes of data are needed to compete
ANSWER:
400
HOW MANY TIMES SHOULD YOU FLIP A COIN TO
CONFIRM IT’S FAIR?
ANSWER:
80,000
HOW MANY DISPLAYS DO YOU NEED TO MEASURE
A 0.5% CTR?
ANSWER:
320 BILLION
DISPLAYS
HOW MANY DISPLAYS DO YOU NEED TO MEASURE
A 0.5% CTR FOR EACH OF
OUR ADVERTISERS, ON
EACH PUBLISHER?
FOR MACHINE
LEARNING,
SCALE MATTERS
Copyright © 2014 Criteo
High performance computing
Transfer,
combine, index,
request 20 tb
additional every
day
Copyright © 2014 Criteo
And a need for global physical infrastructure
1 HTTP request = 1 line of log
7 DATA
CENTERS
MORE THAN
10000
SERVERS
10K
AVAILABILITY
>99.95%PEAK TRAFFIC (PER
SECOND)
800K HTTP REQUESTS
BUILT, SET UP
AND OPERATED
INTERNALLY
Copyright © 2014 Criteo
Big Data @ Criteo
430 BILLION $1
SNAPCHAT
1 700PHOTOSSHARED
/ SEC
33KSEARCHES
/ SEC.
SKYPE
23 000MINUTES OF
CONVERSATION/ SEC
450KPEAK RTB / SEC
29 000BANNERS
/ SEC
46KTWEETS / SEC
41KPOSTS / SEC.
800KREQUESTS HTTP / SEC
203KPRODUCT
IMAGES / SEC
7000+ CLIENTS
12BILLION $2
€
90%RETENTION
RATE4
9000+PUBLISHERS
EVERY
SECOND
1: Criteo observed over $430 billion in sales transactions on our clients’ websites in 2014.
2: Turnover generated by Criteo to its clients in 12 months
3: Post-click mobile sales for customers on an annual run-rate
4: Annual Rate
1BILLION $3
Copyright © 2014 Criteo
ENGINEALGORITHM PREDICTION & RECOMMENDATIONS
AUTOMATIC BUYING
NEW PRODUCTSCO-MARKETING / CRITEO KEYWORDS / UPPER FUNNEL
AND MORE TO COME…
ADVERTISERS & PUBLISHERSALGORITHM TRANSPOSITION / BANNERS
ADVERTISERS & PUBLISHERS PLATFORMS
INFRASTRUCTURE & SCALABILITY24/7 SERVICE / HADOOP TECHNOLOGY / HPC…
7 DATACENTERS
SALES & BIZ DEVACCOUNT STRATEGISTS / SALES
MEDIA BUYERS
BUSINESS INTELLIGENCEADVERTISER ANALYSIS AND OPTIMIZATION
REPORTING TOOLS AND METRICS
INTEGRATION & SUPPORTPROJECT MANAGEMENT AND COORDINATE
MAJOR CLIENT INTEGRATIONS
CRITEO BACKSTAGE: A TECH COMPANY