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The power of private networks in next

generation performance marketing

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Contents

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1 Introduction

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Leading into technology and private networks

• Consumers have never been more connected

• They look for convenience, relevance and engagement

• They don’t see the boundaries between channels and

devices that advertisers do

• Digital marketing helps brands and agencies reach

these consumers

• Need to make the most of every opportunity for insight

and connection

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The digital marketing ecosystem has many layers

Consumers

Online user that access internet from multiple devices:

1. Desktop

2. Mobile phone

3. Tablet

Advertisers

Companies with objective to build brand or to achieve specific consumer action, e.g. click, registration, sales

Ad-tech

Technology companies that works to enable and improve efficiency/effectiveness in online advertising:

1. Tracking: Create transparency around consumer online actions/behaviors

2. Tag management: Technology to tag consumers online actions in order to enable tracking

3. Attribution: Technology to analyze publishers contribution to the consumer journey

4. RTB: Platform for efficient/automated/real-time inventory trading

5. DSP / SSP: Technology platform integrating demand and supply side in automated trading platform (RTB)

6. Affiliate: E2E technology platform for facilitating affiliate marketing, including tracking, payments, reporting, ad-serving

etc.

7. Search / PPC optimization: Platform for optimizing keyword bidding on search sites

8. Ad-serving: Technology for efficient delivery of only advertisement to publisher sites

9. Reporting/analytics/data management: Technology to facilitate process of analyze marketing efficiency, e.g. ROI

10. Re-targeting: Technology to enable automated retargeting process

Publisher networks

Group of publishers bundled in relevant structures

1. Ad exchange: Publisher/group of publisher offering audience, e.g. FBX

2. Ad network: Group of publishers offering inventory/bundle of inventory

Publishers

Key channel for serving online ads in different formats, e.g. text, images, flash, video, towards consumer

1. Metasearch/comparison/voucher/loyalty: Sites that allow consumer to compare/search different offerings

2. Vertical: Content sites focused on certain specific domain, e.g. news, fashion, photography, video etc.

3. Email: Direct emailing to consumers

4. Apps: Mobile apps, e.g. iOS, Android etc.

5. Search: Online search, e.g. Google, Bing etc.

6. Social media: E.g. Facebook, Linkedin, Twitter etc.

Agencies

Companies with objective to build brand or to achieve consumer action on behalf of an advertiser

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…and many players

Audience targeting/re-targeting

Trading desks

Agency trading desks

Demand slide platforms

Ad exchanges

Ad networks

Data exchanges

Veri cation & privacy

Veri cation & privacy

Delivery systems, tools & analytics

Delivery systems, tools & analytics

SSP & private Ad exchanges

Sales house Agencies

Data management platforms

Data suppliers

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What does this mean for those at the coalface

of performance marketing?

• You are part of much bigger picture

• You need to focus on the technology and relationships

that add most value

• Then use that as the spring board for innovation across

the landscape

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The journey of performance marketing so far

Once upon a time…

• Brands handled all their sales in-house

• Then the internet arrived. Suddenly brands and their

advertising agencies could broadcast offers to

everyone, everywhere, using an external network of

online publishers

• ‘Spray and Pray’ affiliate marketing had arrived

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Over time, it has become clear that for many brands a small

number of publishers deliver most of the sales

• Publishers who can be supported and engaged in-house.

Become genuine partners. Receive real-time, tailored

advertising content. Generate even more sales

• But that might mean losing the technology platform,

extensive publisher network and expertise provided by

external partners

• Or having to take on the mid and long tail publishers too

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Tradedoubler’s flexible technology platform

• We’ve been building enterprise tracking

platforms for 15 years

• Our technology supports both private and public

publisher networks

• We empower clients to:

– Run a private publisher network and with

their own real-time programmes for top

partners

– Run complementary, managed programmes

across our mid and long tail publisher

network

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The best of both worlds

Using the same flexible, high performance

technology platform and account management

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Tradedoubler technology for private networks

Core functionality

Provides all the tools for

implementing, managing

and evolving successful

private networks:

• Administration

interface

• Tracking and reporting

• De-duplication

• Ad-serving (Advanced

Targeting)

• Publisher Payments

Optional functionality

Incremental areas of specialist and channel-specific functionality to add as and when required

• White labelled interface

• User journey analysis• Open API• Voucher Tracking• Product Level Tracking• Container Tag• Call tracking• App tracking

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In short, Tradedoubler technology enables you to

• Follow every single step of the customer journey –

we track every click and sale

• Remove the burden and resource drain of publisher

payment processing

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In short, Tradedoubler technology enables you to

• Rapidly introduce new functionality

• With APIs that let you push content, vouchers or product updates

directly from your CRM or product database

• Maintain brand profile with customised user interface

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With the technology and admin taken care of, clients are free to

focus on adding in new partners, new traffic streams, new offers

and new ways to entice consumers

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2 Omnicom

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So how does it work in practice?

Introducing Omnicom Affiliates

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Omnicom Affiliates manages performance marketing activity

for 25 of its clients

Three years ago we started looking for a trusted technology

platform on which to build our own private network

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Omnicom Affiliates manages performance marketing

activity for 25 of its clients

We wanted to:

• Establish direct relationships with top publishers on

behalf of clients

• Boost the role of performance marketing in

integrated campaigns

• Secure competitive advantage

• Have access to a powerful public network when we

needed it

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Why create a private network?

• Own the supply chain

• Own the relationships

• Cost savings

• Brand control

• Flexibility

• Speed

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Why Tradedoubler?

• Proven and trusted tracking technology

• Fully white-labelled affiliate interfaces and sign-up forms

• Automated affiliate payments

• Local support and full access to our dedicated technical support teams

• Access to the same functionality/technology as other affiliate networks

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What did we do?

• Tradedoubler provided us with all the tools we needed

to build our platform

• They worked with us to ensure a smooth transition to

the new network – for both clients and publishers

• They provided a white-label user interface so we could

maintain a strong brand profile

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Omnicom Publisher Interface

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The outcome

• Established private affiliate network since 2007

• Network of 1,500 publishers

• Makes use of public networks when required to reach a

long tail of publishers and Internationally

• Team of 11 full time staff managing 25 clients providing

affiliate and lead generation services

• Shortlisted for PerfomanceIn awards in 2013 and 2014.

• Highly commended for:

– Best use of Performance Marketing as part of a multi-

channel campaign

• Shortlisted for:

– Publisher’s choice of network

• Best Agency-led Performance Marketing Campaign

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Success factors – top tips

• Collaborate closely at every stage

Tradedoubler provides on-going support, helps to set up

new Omnicom clients on the private network and suggests

tracking approaches for different programmes

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Success factors – top tips

• Keep trying new things

Omnicom and Tradedoubler are trialling innovative functionality

including voucher-code and in-app tracking

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Success factors – top tips

• Don’t underestimate the importance of publisher credibility

What your publishers think of your network and the quality of

service is as important as what your clients think

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3 Conclusion

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A quick look at the future

• Complexity in digital marketing will increase – but so

will opportunities for integrating and managing multiple

digital marketing platforms

• Tomorrow will see a truly unified approach to tracking,

reporting, and attributing sales and interactions

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A quick look at the future

• The volume, variety and destination of data will

increase – but so will the technology that can harness

all this data

• Tomorrow will see data-driven insights enabling precise

targeting and delivering smarter results

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A quick look at the future

• Performance marketing technology will be at

the heart of this

• Watch this space