Status Quo & Trends in Programmatic

1 | 2014 | Cadreon. Confidential. All Rights Reserved. find FastBridge Austria on

Business Breakfast

Vienna, Dec 2014

WELCOME TO THE PROGRAMMATIC SPACE:

Status Quo in Austria & Trends

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2 | 2014 | Cadreon. Confidential. All Rights Reserved.

HELLO, MY NAME IS ATTILA BARTA I WORK AT CADREON CADREON IS IPG‘s AGENCY TRADING DESK


THE AGENDA

• 10 STEPS TO A SUCCESFUL PROGRAMMATIC / RTB CAMPAIGN

• WHAT IS TO COME NEXT YEAR FOR CADREON?

– Technology

– Inventory

– Data


A GLOBAL FOOTPRINT COVERING ALL KEY MARKETS:

NORTH AMERICA USA Canada

LATAM Mexico Chile- LATAM Hub

Brazil

APAC Australia Japan China Malaysia - APAC Hub

India

EMEA UK Netherlands France Germany Belgium Sweden Denmark- WE Hub

Spain Italy Hungary- CEE Hub

UAE - MENA Hub

1st trading desk

1st to have TV and OOH offering

1st to have global client across all markets

Over 450 dedicated programmatic specialist

In 21 fully scaled and independent local entities, including 4 hubs

Servicing 68 markets



LET’S DEFINE PROGRAMMATIC BUYING

It is the process of executing media buys in an automated fashion through digital platforms

such as: exchanges, trading desks, and demand-side platforms (DSPs).

It is finding right customers in the right place at the right time and at the

right price, in line with customer acquisition costs and campaign objectives.


10 STEPS TO A SUCCESFUL PROGRAMMATIC / RTB CAMPAIGN


CONSIDER THIS #1

Choose the right partner to execute programmatic campaigns


Make digital a definitive element in the overall marketing strategy

1. Technology partner

CONSIDER THIS #2


Focus on real and meaningful business objectives


2. Digital strategy

CONSIDER THIS #3


Use applicable performance indicators


2. Digital strategy

3. Real objectives

CONSIDER THIS #4


Collect data on every possible point of the campaign


2. Digital strategy

3. Real objectives

4. KPI

CONSIDER THIS #5


Evaluate your customers based on where they are in the consideration cycle


2. Digital strategy

3. Real objectives

4. KPI

5. Data collection

CONSIDER THIS #6


Tailor your message to your audience

6. Purchase intent


2. Digital strategy

3. Real objectives

4. KPI

5. Data collection

CONSIDER THIS #7


Let the campaign learn, don’t impose any constrains

6. Purchase intent

7. Tailored messages


2. Digital strategy

3. Real objectives

4. KPI

5. Data collection

CONSIDER THIS #8


Accept the post view effect of your display campaigns

6. Purchase intent


8. No contraints


2. Digital strategy

3. Real objectives

4. KPI

5. Data collection

CONSIDER THIS #9


Constant information sharing between client and agency

6. Purchase intent


8. No contraints

9. Attribution


2. Digital strategy

3. Real objectives

4. KPI

5. Data collection

CONSIDER THIS #10


6. Purchase intent


8. No contraints

9. Attribution

10. Information sharing


2. Digital strategy

3. Real objectives

4. KPI

5. Data collection

CONSIDER THIS #1 - 10

Make sure to consider the following 10 points when planning a programmatic / RTB activity.


WHAT IS TO COME NEXT YEAR FOR CADREON?


THREE MAIN COMPONENTS OF PROGRAMMATIC CAMPAIGNS

1. Technology

2. Inventory

3. Data


FIRST COMPONENT - TECHNOLOGY

• Demand Side Platforms – Display – Turn, DBM, AppNexus

– Video – Tube Mogul, Videology

– Social – Facebook Exchange

– Mobile – Turn (Web & In App)

• Tagging Infrastructure – Total Tag

Access to the best DSP technology is important for successful campaign delivery and to remain competitive in our markets.


INVENTORY STRATEGY IN CADREON

Challenge - Limited local programmatic inventory/data continues to be a challenge to programmatic expansion

Focus for 2015 will be to continue to grow our inventory access across all markets

• How?

– Cadreon and Fastbridge to identify and prioritize key publishers

– Publisher education is key for each region

– Gaining access to publisher inventory via integration of supporting SSP’s


Private Marketplace (PMP)

• A unique set of biddable inventory (differentiated placements or data) that is not available in its full transparency in a general RTB auction.

• PMP inventory is packaged within a publisher's SSP and offered to selected buyers/bidders.

• A buyer can use a Deal Id(a universal identifier/numeric keycode) to gain access to and bid on the specific PMP inventory.

PMP COMBINES THE SAFETY AND CONTROL OF DIRECT-PUBLISHER TRANSACTIONS WITH THE ACCURACY AND EFFICIENCY OF AUTOMATION


BRAND SAFETY: A MULTI-LAYERED APPROACH TO ENSURE ADS RUN IN APPROPRIATE SITES ADJACENT TO APPROPRIATE CONTENT.

Ensures ads are running in approved placements and meet advertiser’s targeting requirements.

INVENTORY VALIDATION 1 CADREON UNIVERSAL BAN LIST 2 VIEWBILITY MEASURED 3

3rd party platform integrated to the buying of quality media to ensure safe environments and quality exposures.

3rd PARTY DATA 4

Inventory is vetted for adherence to IAB standard content and maturity classifications, before being connected to any of our buying platforms.

Cadreon’s Universal Ban List (UBL) is applied across all buys. Sites are banned for inappropriate content, fraudulent activity and other non-compliant activities. The list is updated regularly.


Create unique audience

segments to take action

DMP Platform

Overlap with 3rd party audience segments

Utilise publisher audience profiling

Centralize first-party data

THIRD COMPONENT – DATA


TOTALDMP THE ADVANCED SOLUTION


TOTALDMP TRANSFORMS DATA INTO ACTIONABLE INSIGHTS

COLLECTION

› Easily collect first-party audience data

› Import data from third-party data providers

› Import ‘offline’ data

CLASSIFICATION › Allow quick organization of centralized data

ANALYSIS

› Understand customer intent

› Use insights about visitors’ behaviors

› Avoid media overlap

› Provide measurements into how any audience segments are performing

› Expand audience using lookalike modeling

TARGETING › Leverage data by targeting users in Ad tech ecosystem (DSP, RTB, PMP)


CADREON TECHNOLOGY STACK – FOCUS IN 2015

DISPLAY MOBILE ADVANCED TV DOOH SOCIAL VIDEO

LOCAL PRIVATE MARKETPLACE

CADREON TECHNOLOGY STACK

DSP TECHNOLOGY PARTNERS

GLOBAL RTB EXCHANGES

INVENTORY SIGNALS AUDIENCE SIGNALS PRICE SIGNALS PREDICTIVE MODELLING

TOTAL DMP

find FastBridge Austria on

Barbara Klinser-Kammerzelt

Head of FastBridge

[email protected]

Thank you!

https://www.facebook.com/FastbridgeVienna

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https://www.xing.com/companies/fastbridgeaustria/employees

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Status Quo & Trends in Programmatic

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