iab canada roadshow 2015: the future of programmatic advertising

T H E F U T U R E O F

PROGRAMMAT IC

EYERETURN MARKETING 2

Who Am I ? ANDREW ROB I TA I L L E

Director of Sales, Eyereturn

[email protected]


•  Fully integrated Technology Stack

•  Part of TorStar

•  Employs a staff of 95, 300% growth since 2012

•  USA + Canada

EYERETURN MARKETING BEGAN 15 YEARS AGO

ORIGINS: AD EXCHANGES AND PROGRAMMATIC


PROGRAMMATIC–WHAT IS IT? WHAT IS RTB?

GLOSSARY: WHAT’S A DSP AND A DMP


WHAT IS A DSP? DMP? AD-‐SERVING?

CONUNDRUMS: CURRENT CONUNDRUMS IN DIGITAL


CONUNDRUMS: TRANSPARENCY


CONUNDRUMS: WHAT’S THE PERFECT MEDIA MIX


CONUNDRUMS: HOW DO WE USE CROSS-DEVICE FOR ALL MEDIUMS


PERFECT MEDIA MIX

AdverXsers want, if not need, to know which ad resulted in a

conversion/purchase (a[ribuXon). They can do this with

determinisXc data and an all-‐mighty pla`orm. Syncing Display,

Search, Email, Social, OOH, and more with real-‐Xme purchases

and loyalty card tracking.

CONUNDRUMS: CROSS-DEVICE TARGETING AND MEASUREMENT


HOW IT WORKS

•  DeterminisXc

•  ProbabilisXc

•  Which companies do what?

LOOK AT WHAT’S POSSIBLE NOW


AOL -‐VER I ZON

AOL has acquired Microsoc’s Display

business , Millenial Media and was

swallowed up by Verizon.



GOOGLE

Google has built a DMP, already has

cross-‐device idenXficaXon data with

Gmail and other Apps, and has Youtube

video inventory to boot. Did we

menXon search?

FACEBOOK

Facebook is acXvely using profiles to

measure purchase history through data

partnerships, this cross-‐device and

online/offline syncing is currently in use.



WALLED GARDENS


Unfortunately, all that informaSon is siloed. You must work

with all of these major pla`orms to access that data, and the

data is hard to pull from it. They want you to stay in their

hemisphere.

IE: Youtube inventory can now only be bought directly –

yet 6 months ago it was all open on the exchanges.

BUY AND SUPPLY CONFLICT


Google, Chango, AOL, Yahoo and more are making money off

of the publishers, and the adverXsers. How is that un-‐biased?

Whose best interests are they serving?

ENTER SAAS AND THE CLOUD


NEW ENTRANTS

Every major socware corporaXon has entered the markeXng cloud market,

guaranteeing a pla`orm that will solve all: social, display, email markeXng,

content management needs, and more.

However, they do not offer ad-‐tech experXse, rarely service agencies (brand

direct only), are expensive and are acquiring these companies to round out

their offering, limiXng customizaXon. Put simply, they are Automa'on

companies, not Media companies.

NEXT LEVEL OF DATA USE


NEST

IOT

Cars with Wifi

Apps with Security Systems

Phone Payment Systems

Baby Monitoring

WHAT EYERETURN IS BUILDING

•  A Pla`orm that allows for cross-‐device

targeXng, without controlling (and possibly manipulaXng) both the supply and demand side.

•  A Pla`orm that can bridge mediums (social, search, display, video, OOH, etc.) while giving a[ribuXon to the appropriate ads.

•  A transparent partner that will always show price, verify performance, frequency, conversions, and more in an a[empt to improve our collecXve digital reputaXon.

NEXT LEVEL OF DATA USE:


We want to be the ulXmate pla`orm – we want to provide cl ients with a

convenient place to buy al l forms of media intel l igently and conveniently. We

want to do it without a single bias. We don’t want to own our own inventory,

search engine, ad blocker, or social pla`orm. We wil l be efficient, equal and

transparent. We wil l be an open garden for al l to enjoy. EYERETURN MARKETING 19

WHATS OUR FUTURE IN PROGRAMMATIC?

iab canada roadshow 2015: the future of programmatic advertising

Marketing