How Direct Can You Be? Increasing sophistication of the

response generation

Dora Michail

Senior Manager, DR Marketplace Management & Data

Strategy EMEA

Start with the

top of the

funnel

Why use DR? Example of a campaign

Travel

Registration & Interest Data

1

Harness user

intent data

Specific insight as

they traverse the

Yahoo! DR network

Why use DR? Example of a campaign

Flights

to NY

User Journey & User Intent

Data

2

1 Start with the top of the funnel Registration & Interest Data Travel

Why use DR? Example of a campaign

Brand

interest

Advertiser Data

1 Start with the top of the funnel Registration & Interest Data Travel

2 Harness user intent data User Journey & User Intent Data Flights to NY

Re-targeting to

‘close’

Specific insight as

they traverse the

Y! DR network

3

Re-targeting

It’s a complex market....

DSP DMP

SSP

RTB

TPAS

AMP

ATD

SRT

DRMP

As an industry,

we thrive on hype…

But...

… the core principles

of Direct Response

remain the same.

Reach

Data

People

Target audience

DR

Technology

Size matters

But so does data....

Significant uplift in

conversions using

additional data to

drive targeting

Co

nve

rsio

n

150%

Uplift

240%

Uplift

Using ad

re-targeting

RON Interest Data Advertiser Data Intent Data

CASE STUDY

Campaign uplift using

Yahoo! Direct Response vs

untargeted run-of-network (RON)

Intent data:

Search retargeting from

Yahoo! and Partners

Interest data: Contextual

KW scraping

Demographic

Targeting

Registration –

declared interests

Behavioural

Targeting

Price comparison

sites

Lookalike

modeling

Classified pages

AD SERVING &

OPTIMIZATION

ALGORITHM

EXCLUSIVE &

NON-EXCLUSIVE

INVENTORY & DATA Real Time Bidding

on Targeted Supply

Real Time

Bidding on

Targeted Supply Demographic &

Behavioural

Targeting

Predictive

Campaign

Optimization

And you need the machinery....

Global

Frequency

Management

...to address the whole funnel

11/14/2011 13 Yahoo! Presentation, Confidential

! Critical to address the whole funnel

Scalable performance advertising:

Interest

Target users with the right demographics and interests.

SOLD

Intent

Overlays intent data, cherry-picking those ready to buy.

Decision Intensify once key buying

signal has been given, retarget with the right

message and frequency

Man Machine

Combining…

100+ data providers,

including Yahoo! 6,000+ data segments

The Challenge

Create something unique and

unduplicated for advertisers…

Combining…

1

2

3

First party data, e.g. advertiser retargeting pixels

Proprietary demographic and behavioral data

Third party data

Reach

Relevant audiences at scale

Engage

Users as individuals

A machine learning based

methodology to combine multiple

sources of data into unduplicated and

unique audiences.

Each Pre-Targeting segment is a

group of users that have similar

online interests and a distinct

propensity to buy certain products

(e.g. travel, telco…).

This propensity to purchase is the

first of the many targeting tools

Yahoo! DR uses

Typical data management

Target for Auto and

Finance

Target for Telco and

Dating

Generic

Interest data

Finance

data Autos

data Offline Data

Demo Data Auto

data

Interest

data

Travel

data

Forum

data Finance

data

Gaming

data

Super

Segment

Super

Segment

Pre-Targeting Segments

Advertisers have plenty of options,

so differentiation matters.

Email: michail@yahoo-inc.com Phone: 020 7131 1904