computational advertising by icha
TRANSCRIPT
@agatestudio
ADVERTISING
Icha
Publishing
Agate Studio
• Computational Advertising ? A principled way to find the “best match”
between a user in a context and a suitable ad.
Examples :
Context = Web search results -> Sponsored search
Context = Publisher page -> Content match, banners
Other Context = mobile, video, newspapers, etc
INTRODUCTION
Why go “computational” ? The comparison between classical & online :
Classical :
- Relatively few venues (only magazine, billboard, newspaper, handbills, TV)
- High cost per venue
- No personalization possible
- Targeting by the wisdom of ad-people
- Hard to measure ROI
Computational --- almost the exact opposite:
- Billions of opportunities
- Billions of creatives
- Totally personalizable
- Tiny cost per opportunity
- Much more quantifiable
• “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
John Wanamaker, ~ 1875
Computational Advertising Landscape
Marketplace basics
What do advertisers pay?
- CPM (cost per thousand impressions)
- CPC (cost per click)
- CPT/CPA (cost per transaction/action)
GRAPHICAL ADS
RICH MEDIA ADS
Computational advertising setup process:
1. Contract booked based on targeting attributes of an impression:
age, income, location, ..
2. Each contract has a duration and a desired number of impressions
3. Issues in GD
-Contract pricing
-Traffic forecasting
-Impression allocation to the active contracts
4. Graphical ads can also be placed based on performance – CPM/CPC/CPA
PARTICIPANTS: Publishers, Advertisers, Users, &
“Matcher”
Publishers Advertisers
User
Ad Network Matcher
Programmatic Display Advertising
Programmatic display advertising is automatic online ads activity.
The bidding, creative, targeting, and running the campaign can be done automatically through Real Time Bidding (RTB) platform.
Search Network Advertising A method of placing online advertisements on Web pages that show
results from search engine queries.
Example :
Essential Programmatic Advertising
Component
1. Pricing
2. Inventory
3. Insertion (Placement)
4. Data (Targeting)
Programmatic Advertising Value
1. Price/Value relationship
2. Automated process
3. Buy-side tools (Reporting)
Display Ad Technology Evolution
Programmatic Advertising Process
The World of Display Advertising
The World of Video Advertising
THANK YOU