a6 corporation powertrend webinar: rtb performance disappointment -- the new normal?
DESCRIPTION
Disappointment seems to be the new norm of RTB campaigns. With fraud, audience segmentation misalignment, and under delivery, your campaigns are often mired in diminishing returns. Watch this A6 PowerTrend presentation to get tips for driving disappointment out, and performance into, your campaigns. Ad tech industry insider, Bill Urschel -- Founder & CEO of AdECN and A6, presents trends in RTB innovation and the effect these trends have on campaign performance. You will learn: • How the next wave of ad tech innovation directly impacts your RTB performance • New norms for performance expectations (no, you don't have to be disappointed!) • How advertisers are harnessing these innovations to get 3X the performance on the AppNexus platform and how you can get started for free todayTRANSCRIPT
A6 POWERTREND WEBINAR SERIESRTB Performance Disappointment – The New Normal?
January 23, 2014
TODAY’S PRESENTERS
William Urschel, CEOFounder/CEO of pioneer ad exchange, AdECN, acquired by Microsoft
Gareth Glaser, General ManagerCo-Founder of ReachLogic Media, formerly Sales at AppNexus
Daniel Portoff, DirectorCo-Founder of ReachLogic Media, formerly Account Management at AppNexus
RTB TODAY
RTB Disappointments
• Lack of Transparency
• Fraudulent Clicks
• Junk Inventory
• Lack of Brand Safety
• Mobile Accidental Clicks & Cookie-less Browsing
The Outcome: Performance suffers. RTB considered less viable option.
Is RTB disappointment the new normal?
2/25/2014 | A6 Corporation | 4
TREND 1 – DEMAND FOR TRANSPARENCY
RTB advertisers will demand to know more about what they are buying
• First RTBs ignored illumination of inventory.
• Early RTB advertisers turned to retargeting. Fine results, but limited reach. Didn’t address fraud or brand safety.
• Rise of the walled gardens, sometimes called private exchanges, selling inventory by “brand.”
• Schism between first party / third party inventory.
The Solution(s):
• A new technology that illuminates ALL third party inventory.
• Need to know the content, importance, and safety of every page.
The A6 Benefit: You know (almost) everything you need to know about the page and its place in the universe.
A6 INTERNET TOPOLOGY
A6 INTERNET TOPOLOGY
A6 INTERNET TOPOLOGY
A6 INTERNET TOPOLOGY
TREND 2 – NO TOLERANCE FOR FRAUD
The tide will turn against fraud
Two major types of fraud:
• Fraudulent clicks (bots)
• Junk sites (spurious content, too many ads, invisible ads)
The Solution(s):
• Some say a larger, more organized, industrywide focus on fraud and fraud prevention is needed. This is a large, complex problem – and most of the solutions out there today are after-the-fact.
• A6 Internet Topology - invert the problem: measure quality from the top down, and don’t go to the bottom.
The A6 Benefit: Magnitude = quality.
TREND 3 – BRAND SAFETY
Brand safety is expected
• Brand safety is a problem inherent with cookie-based targeting: the presence of a cookie says nothing about the content.
The Solution(s):
• Rise of the brand safety vendor, like DoubleVerify. But only a Band-Aid solution. Business model is pay for processing, not for campaign success.
• A6 Internet Topology – when you know the content as well as the quality of a page, brand safety isn’t an issue.
The A6 Benefit: By solving for brand safety through quality, increased brand marketing opportunity with RTB.
TREND 4 – MOBILE MARKETING ONLY EXPANDS
Mobile will grow, and it won’t change much
• In two years half of the display traffic will be on tablets.
• Mobile RTB spending, including Facebook and Twitter, will top $14.5 billion in 2017.
• When most mobile was smart phones, the ads we 65/35 in-app/browser. Now reversed.
• Cookies under pressure.
The Solution(s):
• A6 Internet Topology – In a browser, content is content and magnitude is magnitude.
• Magnitude and Affinity naturally locate the highest value and most influential audiences without a dependence on cookies or other identifiers.
The A6 Benefit: Form factor doesn’t matter, except if the device is so small that clicks are accidental. Bid accordingly.
A6 FOR APPNEXUS
On AppNexus
- 8x to 40x better than old-fashioned contextual solutions on CPA basis.
- Beats Google Display Network 3.4x.
The A6 Benefit: Better quality, more reach, good prices.
A6 vs. Google
CPA $3.29 $11.07
Click-to-
Conversion
Ratio48.9% 9.4%
A6 outperforms Google Displayby at least 3.4X on a CPA basis
FREE TWO-WEEK TRIAL
For a limited time, new clients can test A6 data free for two weeks.
Go to www.a6corp.com/#data and complete the free trial form.
Within 24 business hours you will be able to apply A6 data to your campaigns.
QUESTIONS?
Q & A
