H o w t o a n t i c i p a t e t h e f u t u r e w i t h a

M e t a D S PNicolas Beguin

Technology

Providing access to the best tech in market

Providing value, without the risk

Given advertisers access to performance

data

Quality

Safety for advertisers

Delivering quality inventory, to real people

People

Global scale, with local expertise

Providing insight, not only data

A flexible service model

Partnerships, not suppliers

Delivery

Targeting people, not only devices

New formats and channels

Business goals, not just media KPIs

W e b e l i e v e m e a n i n g f u l p r o g r a m m a t i c m e a n s …

B u t h o w c a n w e c h o o s e t h e r i g h t t e c h n o l o g y ?

More & more technologies available on the market!

A D S P i s a P r o g r a m m a t i c M e d i a B u y i n g T o o l

• Allowing for Active Optimization & Dynamic Pricing across Ad Exchanges

• Helping to get the best prices and the best placements

• With sophisticated targeting & optimization algorithms

• In Real Time

H o w c a n w e c h o o s e t h e r i g h t D S P ?R e l y i n g o n e x p e r t s / s t u d i e s ?

H o w c a n w e c h o o s e t h e r i g h t D S P ?B y a n a l y z i n g i t s c o m p o n e n t s ?

INVENTORYMedia Inventory

DATAQuantity & Quality

FEATURESViewability, Forecasting,

Brand Safety, etc.

ALGORITHMSBuying Optimization

CapabilitiesDSP

I D A F

H o w c a n w e c h o o s e t h e r i g h t D S P ?B y a n a l y z i n g i t s c o m p o n e n t s ?

DSP 1

I D A F

DSP 2

I D A F

DSP 3

I D A F

DSP 4

I D A F

DSP 5

I D A F

To maximize Reach?

For a very specific Target?

B u t t h e t r u t h i s …

1 Technology is NEVER enough!

P o s s i b l e a n s w e r : a c o m b i n a t i o n o f D S P s

DSP 1

I D A F I D A F I D A F I D A F I D A F

DSP 2 DSP 3 DSP 4 DSP 5

DSP 1

DSP 1 DSP 2 DSP 4 DSP 5DSP 3

But this means

• More errors possible

• More time to set-up & optimize campaigns

T h e b e s t a n s w e r : a u n i q u e c o m b i n a t i o n o f D S P s f o r e a c h c a m p a i g n , c o n s o l i d a t e d i n 1 t o o l

DSP 1

DSP 1

I D A F I D A F I D A F I D A F I D A F

DSP 2 DSP 3 DSP 4 DSP 5

25% generic incremental reach

50% campaign spent20% to target specific

audience5% early stage to

learn

M e t a D S P i s b u i l t t o a d d r e s s p r o b l e m s i n P r o g r a m m a t i c

Silo adtech, but offering unique

benefits

1.

Inconsistent campaign

performance

2.Scaling

campaigns: operational

and effectively

3.

Human and technical error

4.

W i t h 4 k e y c o m p o n e n t s

Campaign assistant

Help the traders to create campaigns and

manage the large number of parameters

implied during the campaign setup

Control tower

Find errors and non-applied best practices

Analytics

Provide graphical reports to cover a wide

range of needs

(Campaign optimisation, client

insights, activity monitoring, ...)

Machine learning

Help the trader to identify what to buy

(who/where) and associated parameters

(budget, bid, ...)

A c h i e v i n g t h e b e s t c o m b i n a t i o n o f b r a i n s & m a c h i n e s

X =Quality

PerformanceInteroperability

K e y b e n e f i t s

Campaign assistant

Help the traders to create campaigns and

manage the large number of parameters

implied during the campaign setup

Control tower

Find errors and non-applied best practices

Analytics

Provide graphical reports to cover a wide

range of needs

(Campaign optimisation, client

insights, activity monitoring, ...)

Machine learning

Help the trader to identify what to buy

(who/where) and associated parameters

(budget, bid, ...)

Campaign assistant

Help the traders to create campaigns and

manage the large number of parameters

implied during the campaign setup

Tower control

Find errors and non-applied best practices

Analytics

Provide graphical reports to cover a wide

range of needs(Campaign

optimisation, client insights, activity

monitoring, ...)

Machine learning

Help the trader to identify what to buy

(who/where) and associated parameters

(budget, bid, ...)

QUALITY: brand safety, viewability, best practice

PERFORMANCE: KPI delivery: conversions, traffic, engagement

INTEROPERABILITY: Full access to the whole ecosystem, without risk

B e c a u s e D S P s & e x c h a n g e s a r e n o t t h e s a m e

CPMs for the same user &

inventory vary across

exchanges

1.Multiple DSPs

essential for campaign

reach

2.Inventory

quality varies across DSPs

each day

3.

B e c a u s e t e c h n o l o g y a l o n e i s n o t e n o u g hB u t t e c h i s h e l p i n g p e o p l e !

• 8 DSPs / 1000 strategies per campaign

• Creatives are directly pushed in multiple DSPs

• Creative issues corrected in less than 1 hour

• Marco performance optimization fully automated

• Continuous semi-auto-applied optimizations

• 10-50 machine opti per day per line item

• 2 DSPs / 50 strategies per campaign

• Creatives upload is quick and fast

• 1-3 hours to manage creative issues

• Macro performance optimization standardized

• Delivery, quality or performance problems are identified by machine in real time

• All problems identified• 1 human opti per day per line

item

• 1 DSP / 10 strategies per campaign

• Creatives upload is complex, long and painful

• 1-3 days to manage creative issues

• Performance optimization is manual

• Delivery, quality or performance problems are identified manually

• Some are not identified• 1 human opti per day per IO

2013 – 2 DSPs + layer 2015 – MDSP 2.0 2017 – MDSP 3.0

A n d t o a n t i c i p a t e t h i s p o s s i b l e f u t u r e …

Without MetaDSP

With MetaDSP

T H A N K Y O U