jag duggal sas_final

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A New Age for Digital AdvertisingJag Duggal, SVP Product Management#SalesSummit@Quantcast Know ahead. Act

before. TM

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3

Agenda Advertising Timeline

Introduction of Digital

The Connected Opportunity

RTB’s Rise

Predictive Modeling

#SalesSummit @Quantcast

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Advertising timeline

1844MAGAZINES

NEWSPAPERS

1650

BILLBOARDS

18671872CATALOGS

PRINT PRE-DIGITAL

POSTERS

Pre 165

0

DIGITAL

#SalesSummit @Quantcast

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Advertising timeline

1844MAGAZINES

NEWSPAPERS

1650

BILLBOARDS

18671872CATALOGS

PRINT PRE-DIGITAL

POSTERS

Pre 165

0

1941TV

DIRECT MAIL1954

1922RADIO

#SalesSummit @Quantcast

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Advertising timeline

1994BANNERADS/GMAIL

2003GOOGLE ADSENSE

2007FACEBOOK/YOUTUBE

2008LINKEDIN

2009MOBILE APPS

2010TWITTER

2012FACEBOOK MOBILE

PPC 2000

1844MAGAZINES

NEWSPAPERS

1650

BILLBOARDS

18671872CATALOGS

PRINT PRE-DIGITAL

POSTERS

Pre 165

0

1941TV

DIRECT MAIL1954

1922RADIO

DIGITAL

#SalesSummit @Quantcast

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7

Digital changes everything

Fragmentation at a whole new level.

Impressions delivered individually, each

entirely distinct.

Breaks the content-audience union.

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Herbert Simon, 1971

A world of information creates a poverty of attention.

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Challenge:

417Web Pages Per Person

3,000Web Pages a month

93Web Pages a Day

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Web Pages1 Trillion

People2.4 Billion

How can we find relevance in all of this?

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11

The connected opportunity

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The rise of real-time audience targeting

“….let advertisers buy ads in the milliseconds between the time someone enters a site’s Web address and the moment the page appears. The technology, called real-time bidding, allows advertisers to examine site visitors one by one and bid to serve them ads almost instantly…A consumer would barely notice the shift, except that ads might seem more relevant to exactly what they are shopping for.”

Source: New York Times, March 12, 2010 #SalesSummit

@Quantcast

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13

RTB’s Rise

13

2010 2011 2012 2013E 2014E 2015E 2016E

$402 $1,356

$2,972

$5,000

$7,506

$10,474

$13,879 Global RTB Spend (Millions)

Source: IDC

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14

RTB is high speed trading…

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…for advertising.

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RTB is a commodity market…

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Trading rice one grain at a time.

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Conclusion

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MORE DATA = BETTER MODELS

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1 ( 2 3 4 5 6 7 8 9

10 (...

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

78%

12%

Scored Internet Population (Deciles)

Top 20% of Lookalike scored consumers delivered 90% of all

conversions.

Bespoke models for each productScore every Internet consumer individuallyContinuously updated in seconds

Advertise: Predictive Modeling

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Likelihood to Convert

The end of generic segments

#SalesSummit @Quantcast

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21

Selling plane tickets

21#SalesSummit @Quantcast

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Thank you.

22#SalesSummit

@Quantcast