5 TIPS FOR DATA-DRIVEN ADVERTISINGMAKING DATA-DRIVEN ADVERTISING WORK

FOR YOUR BRAND

2Copyright © 2013 Criteo

CRITEO IN FIGURES

EMPLOYEES

700+

CONTINENTS

4COUNTRIES

30+

CLIENTS

4,000+

PUBLISHERS

6,000+

3

CRITEO BACKSTAGEA TECH COMPANY

ENGINEALGORITHM PREDICTION & RECOMMENDATIONSAUTOMATIC BUYING

ADVERTISERS & PUBLISHERSALGORITHM TRANSPOSITION / BANNERSADVERTISERS & PUBLISHERS PLATFORMS

NEW PRODUCTSCO-MARKETING / CRITEO KEYWORDS / UPPER FUNNELAND MORE TO COME…

INFRASTRUCTURE & SCALABILITY24/7 SERVICE / HADOOP TECHNOLOGY / HPC…7 DATACENTERS

SALES & BIZ DEVACCOUNT STRATEGISTS / SALESMEDIA BUYERS

BUSINESS INTELLIGENCEADVERTISER ANALYSIS AND OPTIMIZATIONREPORTING TOOLS AND METRICS

INTEGRATION & SUPPORTPROJECT MANAGEMENT AND COORDINATE MAJOR CLIENT INTEGRATIONS

Copyright © 2013 Criteo. Confidential.

2013 BREAKTHROUGH REAL-TIME ENGINE NOW OPTIMIZES ON

CONVERSIONS

4Copyright © 2013 Criteo. Confidential

NOW OPTIMIZED ON CONVERSIONSCPC MODEL – ONLY PAY FOR ENGAGEMENT, AWARENESS IS FREE

Chooses the right products to displayRECOMMENDATION

ENGINE

Chooses the right users / advertiser / publisher to displayPREDICTION

ENGINE

Chooses the right look and feel for the banners

BUY

DARWIN ENGINE

This presentation sums up the most actionable nuggets of wisdom from a Forrester Consulting thought leadership paper commissioned by Criteo and released in March, 2013*

and from a year of keynote presentations at ‘Boom’ events in New York, London, Munich, Berlin and Paris *: available at www.criteo.com/forrester

MAKING DATA-DRIVEN ADVERTISING WORK FOR YOUR BRAND

It’s a FactToday’s “smart” data management techniques (aka “Big Data”) can make your online display advertising much more efficient than it’s ever been.

How it WorksBy injecting customer intelligence into your ad buy strategy and carefully crafting the message, you’re much more likely to reach the right user at the right time.

Oh yeah, and also at the right cost.

Why You CareThis approach allows your ad budget to work harder, better, faster and stronger.

!

?

!

• Avg. return

on ad spend ~ Search $7.49**• AVG. RETURN

ON AD SPEND ~ Criteo **

MAKE YOUR AD DOLLARS WORK…

HARDER

FASTER STRONGER

BETTER

• Regular display ads 100%• Segmented display ads 250%• SEGMENTED, PERSONALIZED

DISPLAY ADS

• Classical display

campaigns 5-10 creatives• “SMART”

DISPLAY ADS

• Blink of an eye 300ms• Web search 200ms• Light around the Earth 134ms• Camera shutter speed 8ms• CRITEO GENERATES

A BANNER IN REAL-TIME 6ms*

800%*

$12.96

1000creatives*

Sources:*: Criteo**: Kenshoo, 2012 – Criteo, 2011

Before you take the big leap,

there are 5 things you should know…

just 5:

NEWBIES: BEWARE

Use

the right data,

quickly and

at scale.

REAL-TIME IS NOT FOR THE FAINT OF HEART

“We have around 750 different data processing jobs running at any time. Machine learning makes

this possible.”

-- VP of business development at a US DSP

1.

Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http://www.criteo.com/forrester

REAL-TIME IS NOT FOR THE FAINT OF HEART1.

SURVIVAL TIPS

Make a CTO your buddy

Bet on partners with both a sufficient capacity AND a strong commitment to R&D

Don’t be shy about asking potential partners for the percentage of engineers within their total workforce

“Big Data” doesn’t need to be considered synonymous with “Fat Data”

In fact, it shouldn't be huge, because it needs to be actionable.

YOU WANT THE RIGHT DATA, NOT JUST MORE DATA2.

YOU WANT THE RIGHT DATA, NOT JUST MORE DATA2.

SURVIVAL TIPS

Invest in technologies that will allow that most people in your company to crunch and visualize your data

Partner with vendors who provide

high-value, meaningful reporting

Clean your existing in-house data aggressively so it can be used widely, both internally and externally

13Copyright © 2013 Criteo. Confidential.

SURROUND YOURSELF WITH THE RIGHT PEOPLE2.

“Data Scientist is The Sexiest Job of the 21st century”

MATHMEN

(THIS MEANS DATA SCIENTISTS)

SURROUND YOURSELF WITH THE RIGHT PEOPLE2.

SURVIVAL TIPS

Get sophisticated about how you analyze the data

Beef up your testing

Run, don’t walk

1.

2.

3.

(THIS MEANS DATA SCIENTISTS)

15

EMBRACE YOUR DISPLAY VENDOR. LITERALLY.4.

Trend we’re seeing now is advertisers asking us to build custom data warehouses. They want to be able to unlock the value they have in their customer databases. We’re reaching a tipping point where we are managing data on behalf of clients now; media buying is

just one of the things we’re doing.(Co-founder and COO at a European RTB platform)

$

?

!

Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http://www.criteo.com/forrester

EMBRACE YOUR DISPLAY VENDOR. LITERALLY.4.

SURVIVAL TIPS

Forget about “campaigns”

Don’t shy away from sharing as much data with your display vendor as possible

The best ROI goes to those advertisers who stay with the same vendor for long periods of time

Look beyond your comfort zone

1.

2.

3.

4.

! !

17

MAKE FRIENDS WITH THE LEGAL DEPARTMENT5.

Our No.1 [concern] is privacy and trust… It’s an industry problem, not the problem of one individual company.

Product Manager at a global ad exchange

Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http://www.criteo.com/forrester

MAKE FRIENDS WITH THE LEGAL DEPARTMENT5.

SURVIVAL TIPS

Involved with EU consumers? Ask your Legal team about the European Union Revised Data Protection Directive

Get proof from your display targeting partners that they are compliant with any privacy laws and industry practices

1.

2.

QUICK RECAP

Wimpy? Don’t

be.

Nerds? Get some.

Data? Quality, not quantity.

Lawyers? Yup.

Vendor? Hug.

Go and reap the rewards of data-driven advertising.

Questions ?