programmatic buying - myth or reality?
DESCRIPTION
Real time and Data Driven Technology moves toward customization of the end Advertiser’s needs and requirementsTRANSCRIPT
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Programmatic Buying — Myth or Reality?
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Real time and Data Driven Technology moves toward customization of the end Advertiser’s needs and requirements
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19 mln
Bids
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19 mln
Information sample:
Price, ssp, url, referer Proximic: brandprotection:,
Safety level, Category: weight,
Adsize, Abovethefold: "medium or
high or low", Noticeability: "high or
medium or low“ Scope: "page", Language etc.
Bids
$1, Adfox, brandprotection: rating
G, Adsize 160x600, Language: en
$2, Google, Safety level: gold , Adsize
728X90, Language: Ru, Noticeability: "high“
$0.5, Яndex, Category: weight 100/Sports ,
Adsize 160x600, Language: Ru,
Noticeability: “medium“, Abovethefold: "medium"
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19 mln
0.2
0.8
0.95 0.01
0.7
Predict
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HUBRUS RTB Conversion Pixel / View Pixel
Company’s impressions results
Positive signals Negative signals
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How wrong am I like to be?
What is the impact of being that wrong?
What drives the wrongness?
Only guarantee with a central forecast is it will be wrong
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ADAPTIVE MODELLING APPROACH
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UNDERSTAND ALL ASPECTS THAT DRIVE THE SALE
•Channel •Site •Day •Time •…
•Size •Color •Position •…
•Price •Copmpetitors •Weather •Economy •…
•Age •Sex •Profile •Purchase process stage •…
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Applied to RTB and Programmatic
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Funnel: mechanics and tactics
Awareness
Consideration and
Engagement
Acquisition
Media Tactics • Home page takeovers • Pre-Roll video • Online Radio • High SOV site buys
• Rich media banners • Mobile display • Contextual and search
targeting
• Site/email Retargeting • Existing customer
retargeting • Intent/behavioral
marketing
Data Inputs • Demographic, HHI,
household income/credit score
• Lifestyle and interest segments
• Social connections • Offline Purchase behavior • Brand affinities • Lookalike modeling
• Online purchase intent • Search behavior • Lookalike modeling
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Russia address 109147, Russia, Moscow, 21/11 trubnaya, entrance 4/4, 402, Moscow, 119019, Russian Federation +7 (495) 212-1066 [email protected]
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