Choosing the Right Trading Desk for Your Display Programmatic Buying
Our Speaker
Maria ColettaDirector of the Acquisio Trading Desk
• The webinar is recorded and will be made available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time
Housekeeping
Poll Question
Are you currently using a trading desk for display?
a) Yesb) Noc) I’m Looking
32%
11%
11%10%
9%
7%
6%
4%
3%
Other: AdmetaAdscaleAdskomBeanstock MediaCCICentro Exchange
Falk Real TimeGumGumImprove DigitalXaxis MarketplaceZedo
ATD ACCESSES EVERY MAJOR AD EXCHANGE
• ATD has access to every major exchange and SSP including the Facebook Exchange (FBX)
• 2 MILLION QPS- Query per Second with strong Bidding Centers
• Scale in 150+ countries
If you are running only on the Google Display Network (GDN), you are accessing a tiny portion of the DoubleClick Ad Exchange, rendering Retargeting more difficult & far less efficient
ATD OFFERS ACCESS TO A LARGE VIDEO FOOTPRINT
• Don’t limit your video campaigns to one slice of the universe
• A large video footprint allows for a plethora of inventory coupled with lower cost
• Running only ‘You Tube’ video is limiting as the REAL focus should be to connect with your audience no matter where they are!
One Single Network is Not Enough!
ATD’s GRANULAR TARGETING CAPABILITIES
Targeting by Ad Group
Time of Day &Day of Week
Radial Targeting
Targeting by ad format &Targeting by creative
Targeting by Language &Data element targeting
Site Category Targeting &Targeting by supply vendor
Targeting by browser &Targeting by operating system
Device targeting
Targeting by mobile device, make or model
Recency TargetingFrequency Targeting
Placement on Page targeting
CLIENT REPORTS – HIGH DEFINITION REPORTING
Ad Group Performance Fold
Video Site – Category
Frequency Site
Ad Format Supply Vendor
Creative Time of Day
Day of Week Browser
Device Recency
Data Element Language
What is included in the HD reports?
ATD’s SAMPLE HD REPORT
ATD’s ATTRIBUTION CAPABILITIES
Refreshing your Cookie Pool through Prospecting is Key to Performance
Prospecting Strategy
View/Click Ad Redirected to Client Site & Cookied
User Retargeted User Converts
Conversion Details Report
Prospecting Strategy Converted
ATD’s NEW CROSS CHANNEL ATTRIBUTION CAPABILITIES
Coming Soon! ATD’s Unique Search
Attribution directly from the Acquisio Centralized
Reporting Platform
Identify what Device the search click-converted retargeted impression actually derived from
Pinpoint the Search Query Position of the original first party data
Report on the actual Search Provider the first party search data originated from (Adwords, Bings Ads, etc)
Retargeting directly from BBM filtered search campaigns will garner premium results
The cookie pool is purely from Search & not outside sources (ie: Social) and will lead to clear and adequate insights.
OPTIMIZING TOWARD CAMPAIGN PERFORMANCE
POPULATE DATAPULL LEVERS VIEW INSIGHTS
ATD is set up so that for every targetable variable, buyers can TAKE CONTROL when needed or AUTOMATE when appropriateSome Desks offer a purely Automated solution leaning heavily on algorithms as turnkey solutions. Issues with this: • Algorithms can handle most of the quantitative analysis, but not the qualitative• The algorithmic “learn mode” is long and expensive or short and
ineffective/volatile• Traders can streamline this time frame by making experienced and intuitive
decisions• Marketing is a social science that requires context• A machine crunching numbers without context may be heading down a wormhole
(optimizing towards click bots, etc.)
Machines offer no reporting or insights into attribution, conversion details, or targetable factors. Without access to insights, performance is NOT repeatable. ATD takes control on every targetable variable when needed or automate when appropriate.
Campaign Managers can use Man and Machine to properly optimize campaigns. ATD differs from the competitors in that we don't rely solely on Machine, as algorithms can handle most of the quantitative analysis, but not the qualitative.
The algorithmic mode can either be long and expensive or short & ineffective. Managers streamline this time frame by making experienced and intuitive decisions.
MERGING MAN AND MACHINE
ATD CPM RANGES PER STRATEGY
Compare ATD's eCPM Price Ranges per Strategy with other Vendors to determine if your campaigns are being gauged! ATD has found the overall sweet spot CPM for strategies:
Contextual Targeting $0.75-$1.50 CPM
Contextual Targeting Audience/Behavioral Data Alliance Targeting
$1.00-$1.50 CPM
Contextual Targeting Audience/Behavioral Audience/Behavioral Targeting on a Fixed CPM
$2.00-$4.00 CPM
Video PreRoll $11.00-$14.00 CPM
Video Event Retargeting $9.00-$14.00 CPM
In- App Mobile Targeting $0.45–$1.00 CPM
Channel Targeting $0.30-$1.25 CPM
Look Alike Modeling, Keyword Search & Yahoo Targeting $1.00-$3.00 CPM
Outlook Targeting & Predictive Audience $1.00-$2.00 CPM
FBX Retargeting & Household Extension Retargeting. $0.50- $2.00 CPM
Outlook, Yahoo & YouTube Retargeting $0.50-$1.00 CPM
Retargeting & Prospecting eCPM
BRANDING/CTR CASE STUDY
Client Type: Car Dealership for HondaCampaign ran in the United States
Campaign BreakdownGoal: 0.07 CTR & $1.00 CPC• Overall CPM: $1.24• Overall CPC: $0.79• Overall CTR: 0.14%
Campaign Overview
Goal:• The client was solely focused on obtaining the lowest CPC possible. They also wanted to build brand awareness
and drive qualified traffic to its site – specifically, prospective customers who are currently in market for a new car. The CTR Goal was 0.07 CTR & the CPC Goal was $1.50
Solution:• In order to achieve the campaign goal, we focused on prospecting . All the Ads were delivered in contextually
relevant sites
Results Achieved:• The campaign achieved a CTR of 0.14%, or 100% above the goal of 0.07% and a CPC of $0.79 or 21% below the
client’s goal of $1.00
ROAS/ROI DRIVEN CAMPAIGN– CASE STUDY
Client Type: Online Fragrance E-Commerce CompanyCampaign ran in North America
Campaign Breakdown:
• Campaign Scope: 3 months• Goal: 300% ROAS and a $15 CPA• Overall CPA: $5.28• Overall CPM: $1.20• Overall ROAS: 1208%
Campaign Results:
• Based on the $15 CPA and 300% ROAS objectives, campaign performance was:• 65% lower than the set CPA goal• 403% improvement over the set ROAS goal
ATD TRANSPARENCY - SITE LISTS
ATD UNIQUELY OPTIMIZES RETARGETING CAMPAIGNS
Building Customizable Recency Schedules
Bidding higher/lower for recent/older prospects
Recency Flexibility Recency capping: Avoid
displaying ads to users 30+ days after they visit your website
Frequency Capping Controls how many Retargeted
Impressions are being delivered to the User in a Specific Time Period
HOW ATD USES FIRST BUCKET RECENCY
Retargeting: First Bucket Strategy
This is one of the most effective performance driven strategies. Bidding specifically and more aggressively on cookies born within the first 12 hours of being captured, as they tend to be the most coveted and reflective of best ROI
2nd Adgroup: Retargeting
1st Ad Group: First Bucket Retargeting
No threat of double bidding
ATD OFFERS A WIDE ARRAY OF EXCHANGES WITH FREQUENT ADDITIONS TO THE CURRENT CATALOGUE
KEY ATD INTEGRATIONS – DMP, CONTEXTUAL, DCO,
Quality Alliance™
MOBILE INVENTORY INTEGRATIONS
PIPELINE INTEGRATIONS
EXISTING PARTNERS
ONGOING INTEGRATIONS
For the first time, you can execute guaranteed Premium
buys and launch it Programmatically.
For example, if buying CNN.com inventory
through the PMP, ATD will optimize the campaign with all levers available
through RTB buys. Ie: Day of Week, Time of Day, etc.
It is not possible to granularly optimize this way directly through the
Publisher.
PRIVATE MARKETPLACE (PMP) OR DEAL ID
Despite growing measures towards ensuring RTB quality traffic, the universe is so vast that it’s sometimes risky to only run with a Global Block List.
The Global Block List is updated by continually removing any offending IP Addresses or URL’s, yet when your Brand’s reputation is on the line, it is highly
recommended to incorporate additional premium traffic filter measures Brand Safety Features, Viewability and Suspicious Activity.
New Brand Safety Features does not allow any Adult,
Alcohol, Drug, Hate Speech, Illegal Download or Offensive
Language Content to come into contact with your client’s Brand
Viewability targets the Top 10-75% of
Impressions most likely to be viewed for the longest time
Suspicious Activity Blocks Very High Risk sites above
and beyond the ATD’s daily updated Block Lists which are
already in place.
DISPLAY VIEWABILITY, BRAND SAFETY AND SUSPICIOUS ACTIVITY
FREQUENCY TRANSPARENCY
Display Strategies
Baseline F-Caps
FBX RIGHT HAND SIDE 1/2
CONTEXTUAL (NATIONWIDE) 1/24
CONTEXTUAL (NARROW GEO) 1/12
RETARGETING (SMALL USER POOL)
1/1
RETARGETING (LARGE USER POOL)
1/2
ROE – BROAD GEO 1/48
ROE – NARROW GEO 1/24
ROE – NATIONWIDE 1/72
• Target your users without being intrusive or annoying
• Don’t bombard your audience with aggressive Frequency Caps
• Advertisers require vendor Frequency Transparency in order to protect their client’s brands!
HOW ATD DIFFERS FROM ITS COMPETITORS
ATD Offers No Extra Cost for:
3rd Party Data Alliance Price
ModelTransparency Unique Recency
Data
High Definition Reporting
48 Hour Out Clause & Low Commitment IOs
White LabellingStorage of 1st Party dataUse of DMPAlgorithmsAudience Insight ReportingReporting
Poll Question
Are you interested in learning more?
a) Yesb) No
Questions?
Faster. Smarter. Better.
Questions?